Conference paper
Relational benefits in a higher education service context: A students' perspective
Proceedings of the 2003 Australian and New Zealand Marketing Academy Conference, pp.1315-1323
Australian & New Zealand Marketing Academy Conference (ANZMAC), 2003 (Adelaide, Australia, 01-Dec-2003–03-Dec-2003)
Australian and New Zealand Marketing Academy (ANZMAC)
2003
Abstract
Relationship marketing (RM) represents a possible marketing strategy for regional, new universities in Australia. Universities have been interested in student retention for many reasons other than marketing. However, now faced with increased domestic competition and the adoption of a student customer focus, the need to stem student attrition has become more pronounced. RM represents a possible strategy for regional, new universities, as the key outcome of RM is the retention of current customers. An important aspect of RM is that relationships are mutually beneficial to both the customer and the organisation. There exists little literature on the benefits of RM to the customer, however, in order for RM strategies to be effective, customers must also perceive there to be a benefit from participating in a relationship. This paper is concerned with the relational benefits perceived by first year students participating in relationships with their lecturers/tutors at regional, new universities in Australia. The findings of an exploratory study and subsequent questionnaire survey identified three categories of relational benefits. This study found that learning environment benefits were the most important category of relational benefits perceived by first year student at regional, new universities, followed by motivation benefits and then assessment confidence benefits.
Details
- Title
- Relational benefits in a higher education service context: A students' perspective
- Authors
- Maria Raciti (Author) - University of the Sunshine Coast - Faculty of BusinessT Ward (Author) - Central Queensland University
- Contributors
- G Geursen (Editor)R Kennedy (Editor)M Tolo (Editor)
- Publication details
- Proceedings of the 2003 Australian and New Zealand Marketing Academy Conference, pp.1315-1323
- Conference details
- Australian & New Zealand Marketing Academy Conference (ANZMAC), 2003 (Adelaide, Australia, 01-Dec-2003–03-Dec-2003)
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Date published
- 2003
- Copyright note
- Copyright © 2003 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
- 99448642202621
- Output Type
- Conference paper
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