Image, Trust and Social Identification as Predictors of Customer Loyalty

Aritonang, Lerbin R (2015) Image, Trust and Social Identification as Predictors of Customer Loyalty. Karya Ilmiah Dosen.

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In marketing perspective, a student loyalty is a key obiective for many higher education institutions since a loyal student population is a source of competitive advantage. The specific purpose of this research is to develop an empirical model linking student loyalty to student image, student trust and student social identification to the institution. Data was collected from 242 undergraduate management and accounting students of Faculty of Economics, Tarumanahgara University, Jakarta. Empirical investigation was carried out to validate the frame work through measurement reliability and validity · and testing the significance of relationship structure using regression analysis. The results suggest that image, trust and social identification are positive and significant predictors of loyalty. Based on the results, managerial implications and future researches are suggested.

Item Type: Article
Subjects: Penelitian > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Akuntansi
Fakultas Ekonomi > Manajemen
Depositing User: Puskom untar untar
Date Deposited: 10 Apr 2017 07:32
Last Modified: 10 Apr 2017 07:32

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