Conference paper
Does Relationship Marketing Stem First-Year Student Attrition?
Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference, pp.1-10
Australian & New Zealand Marketing Academy Conference (ANZMAC), 2010 (Christchurch, New Zealand, 29-Nov-2010–01-Dec-2010)
Australian and New Zealand Marketing Academy (ANZMAC)
2010
Abstract
Many regional universities in Australia focus upon building relationships with students as a strategy to avert attrition at the end of their first-year of study. The purpose of this research is to determine if the perceived benefits of relationships, the strength of these relationships and the presence of switching barriers are able to predict transfer intentions. Following initial qualitative support (n = 29), a quantitative main study (n = 334) was conducted across three regional universities in Australia. Multinomial and binomial logistic regression revealed that the presence of switching barriers and the strength of the relationship significantly differentiated between first-year students intending to leave, those who were intending to stay and those who were undecided.
Details
- Title
- Does Relationship Marketing Stem First-Year Student Attrition?
- Authors
- Maria Raciti (Author) - University of the Sunshine Coast - Faculty of Business
- Contributors
- P Ballantine (Editor)J Finsterwalder (Editor)
- Publication details
- Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference, pp.1-10
- Conference details
- Australian & New Zealand Marketing Academy Conference (ANZMAC), 2010 (Christchurch, New Zealand, 29-Nov-2010–01-Dec-2010)
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Date published
- 2010
- ISBN
- 9780473178208
- Copyright note
- Copyright © 2010 ANZMAC and the authors. Reproduced with permission of the copyright holder.
- Organisation Unit
- School of Business and Creative Industries; Indigenous and Transcultural Research Centre; University of the Sunshine Coast, Queensland; USC Business School - Legacy; Sustainability Research Cluster
- Language
- English
- Record Identifier
- 99449449602621
- Output Type
- Conference paper
Metrics
52 File views/ downloads
528 Record Views