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Title

The effect of student culture on loyalty to and perceived quality of a university's Master of Business programs

Author(s)

Mitsis, Ann;  Foley, Patrick

Abstract

In this study the loyalty and perceived quality elements of Brand Equity were slightly modified from Netemeyer, Krishnan, Pullig, Wang, Yagci, Dean, Ricks and Wirth’s (2004) Brand Equity measures. The relationship between 548 Master of Business students’ cultural values and their level of loyalty to, and perceived quality of, their university is being examined within this paper. The sample was taken from a large regional university in Melbourne, Australia. Robertson and Hoffman’s (2000) Cultural Values Scale was used to measure students’ cultural values as this scale was derived from Hofstede’s (1980; 1991) Cultural Values Framework. Some of the major findings of this study were that high Collectivism, Uncertainty Avoidance and Power Distance ratings are the key determinants of student loyalty and perceived quality.

Publication type

Conference paper

Source

Proceedings of the 19th Australian and New Zealand Marketing Academy Conference (ANZAM): Engaging the Multiple Contexts of Management: Convergence and divergence of management theory and practice, Canberra, Australian Capital Territory, Australia, 07-10 December 2005 / D. Davies, G. Fisher and R. Hughes (eds.)

Publication year

2005

FOR Code(s)

0806 Information Systems

Keyword(s)

Business studies;  Education;  Colleges;  Loyalty;  Student culture;  Student perceptions;  Universities

Publisher

Australian and New Zealand Marketing Academy

ISBN

9781740882484, 1740882482

Publisher URL

http://www.anzam.org

Copyright

Paper copyright © 2005 Ann Mitsis and Patrick Foley. Proceedings copyright © ANZAM. Published version reproduced with the kind permission of the publisher.

Full text

Peer reviewed