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.

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