Relationship Commitment in Self-financed Higher Education

Helen Wong, Raymond Wong

Abstract


Building on the well-established relationship marketing concepts, this research investigates the key determinants
of relationship commitment in self-financed higher education. The findings indicate that relationship benefits,
relationship termination costs, and shared values have positive influence on relationship commitment. Among
these three determinants, the construct of relationship benefits is found to be the most important factor affecting
relationship commitment. The research contributes new and useful insights to the management of self-financed
higher education in building relationship with students and resources allocation.


Full Text: PDF DOI: 10.5539/ijbm.v7n7p15

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

International Journal of Business and Management   ISSN 1833-3850 (Print)   ISSN 1833-8119 (Online)

Copyright © Canadian Center of Science and Education

To make sure that you can receive messages from us, please add the 'ccsenet.org' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.