Marketing Relationship: Students’ Loyalty Intentions Using Trust, Satisfaction, Commitment
The purpose of this study was to use marketing relationship theory to investigate empirically students’ loyalty intentions of Sukhothai Thamathirat Open University’s students by using three factors: trust, satisfaction and commitment. This study investigated whether the relationships among trust, satisfaction and commitment serve as the key variables of loyalty intentions. The instrument was a questionnaire composed of the measurement items relate to the constructs of trust, satisfaction, commitment and loyalty intentions. The population of the study is current bachelor degree students of Sukhothai Thammathirat Open University who are the leaders of students’ associations. The questionnaire was distributed on August 31, 2018 when the leaders of students’ associations stayed on campus to join the activities of Sukhothai Thammathirat Open University for the leaders of students’ associations: training, presentation and next year planning. The 148 questionnaires was returned. The return rate was 100 %. The regression was use for data analysis the relationships among trust, satisfaction commitment and loyalty intentions. The results of this study concluded that there are a relationship among trust, satisfaction, commitment and loyalty intentions. Based on the results from this study, administrators can achieve the goal of enhancing student loyalty by developing key customer relationship attributes: trust, commitment and satisfaction. Attention to these focal points will lead to significantly improved competitive advantage in education services.
Index Terms - Commitment, Loyalty, Satisfaction, Trust