بررسی رابطه مدیریت ارتباط با دانشجو و وفاداری دانشجویان با میانجیگری اعتماد، رضایتمندی و تعهد دانشجویان

ویدا  شمس نصرتی; نرگس حسن مرادی; مجتبی  معظمی

Authors

Vida Shams Nosrati PhD Student, Department of Management, NT.C., Islamic Azad University, Tehran, Iran. Author https://orcid.org/0009-0003-0708-3179
Narges Hasan Moradi Department of Management, NT.C., Islamic Azad University, Tehran, Iran Corresponding author https://orcid.org/0000-0002-2358-5510
Mojtaba Moazzami Department of Management, NT.C., Islamic Azad University, Tehran, Iran. Author https://orcid.org/0000-0003-3008-210X

Keywords:

Relationship Management, Student Loyalty, Satisfaction, Trust, and Commitment in Higher Education Institutions

Abstract

This study aimed to examine the relationship between student relationship management and student loyalty, with particular emphasis on the mediating roles of student satisfaction, trust, and commitment in higher education institutions. This applied study employed a descriptive-correlational design based on structural equation modeling. The study population consisted of marketing management and higher education experts working at universities and higher education institutions in Tehran in 2025 who held doctoral degrees and had more than five years of managerial or academic experience. Using purposive sampling, 11 experts were selected. Data were collected using a 41-item researcher-developed questionnaire scored on a five-point Likert scale to assess student relationship management, satisfaction, trust, commitment, and loyalty. Content validity, confirmatory factor analysis, convergent validity, and discriminant validity were used to assess validity, while Cronbach’s alpha and composite reliability were applied to establish reliability. Data were analyzed using SPSS version 27 and AMOS version 24 through structural equation modeling and bootstrapping procedures. Student relationship management had a significant direct effect on student loyalty (β=0.124, p=0.021). Student satisfaction (β=0.365, p=0.001), trust (β=0.288, p=0.001), and commitment (β=0.217, p=0.001) also significantly and positively predicted loyalty. Student relationship management significantly predicted commitment (β=0.160, p=0.022), trust (β=0.348, p=0.001), and satisfaction (β=0.396, p=0.001). Moreover, satisfaction (β=0.281, p=0.001) and trust (β=0.153, p=0.015) significantly predicted student commitment, whereas the effect of satisfaction on trust was not statistically significant (β=0.120, p=0.078). The structural model explained 51% of the variance in student loyalty and demonstrated satisfactory fit (χ²/df=1.205, GFI=0.903, CFI=0.987, TLI=0.986, IFI=0.987, RMSEA=0.023). Effective student relationship management can strengthen student loyalty both directly and through enhanced satisfaction, trust, and commitment. Accordingly, higher education institutions can foster stronger and more sustainable student relationships by adopting student-centered practices, systematically utilizing student feedback, and developing relationship-management mechanisms that reinforce satisfaction, trust, and commitment.

Downloads

Download data is not yet available.

References

Akhavanfar, A., Maghsoudi Ganjeh, V., Saeed, A., & Mohammad. (2018). Examining the Relationship Between Service Quality and Student Loyalty with the Mediating Roles of Perceived Value, Student Satisfaction, and Brand Image. Quarterly Journal of Modern Research Approaches in Management and Accounting, 2(6), 49-68.

Ali, M., Amir, H., & Ahmed, M. (2024). The Role of University Switching Costs, Perceived Service Quality, Perceived University Image and Student Satisfaction in Shaping Student Loyalty. Journal of Marketing for Higher Education, 34(1), 201-222. https://doi.org/10.1080/08841241.2021.1975184

Arrivabene, L. S., Vieira, P. R. d. C., & Mattoso, C. L. d. Q. (2019). Impact of Service Quality, Satisfaction and Corporate Image on Loyalty: A Study of a Publicly Traded For-Profit University. Services Marketing Quarterly, 40(3), 189-205. https://doi.org/10.1080/15332969.2019.1630174

Bansal, P., & DesJardine, M. R. (2014). Business Sustainability: It Is About Time. Strategic Organization, 12(1), 70-78. https://doi.org/10.1177/1476127013520265

Dangaiso, P., Makudza, F., & Hogo, H. (2022). Modelling Perceived E-Learning Service Quality, Student Satisfaction and Loyalty: A Higher Education Perspective. Cogent Education, 9(1), 2145805. https://doi.org/10.1080/2331186X.2022.2145805

Deszczyński, B. (2021). Firm Competitive Advantage Through Relationship Management: A Theory for Successful Sustainable Growth. Springer Nature. https://doi.org/10.1007/978-3-030-67338-3

Diedrich, C. (2023). Design Thinking for Strategy Development: Innovation for Creating Competitive Advantage. Farmanesh Publications.

Eldor, L. (2019). How Collective Engagement Creates Competitive Advantage for Organizations: A Business-Level Model of Shared Vision, Competitive Intensity, and Service Performance. Journal of Management Studies, 24(2), 56-61. https://doi.org/10.1111/joms.12438

Gao, H. L. (2020). Understanding the Impact of Administrative Service Quality on Satisfaction and Loyalty Towards University Students. Higher Education Research, 5(1), 25. https://doi.org/10.11648/j.her.20200501.15

Ghasemi Mirzaei, M., & Mousakhani, M. (2018). Factors Affecting University Brand Equity: A Case Study of Islamic Azad University, Qazvin. Quarterly Journal of Development and Transformation Management(35), 13-24.

Gowrie, N. (2026). Examining the Impact of Omnichannel Integration on Satisfaction, Trust and Customer Loyalty: The Moderating Role of Prior Online Experience. International Review of Management and Marketing, 16(2), 175-184. https://doi.org/10.32479/irmm.22035

Gregersen, A. F. M., & Nielsen, K. B. (2023). Not Quite the Ideal Student: Mature Students' Experiences of Higher Education. International Studies in Sociology of Education, 32(1), 76-95. https://doi.org/10.1080/09620214.2022.2120525

Hashemi, S. H., Ekradi, E., Goudarzvand Chegini, M., & Bousefi, M. (2018). Examining the Relationship Between Employees' Organizational Citizenship Behavior and Student Satisfaction and Loyalty: The Mediating Role of Perceived Service Quality, A Case Study of Payame Noor University of Rasht. Higher Education Letter, 11(43), 127-148.

Hashemnia, E., & Bagheri Majd, R. (2020). The Effect of Branding on Attracting International Students with the Mediating Roles of Satisfaction and Brand Loyalty in Higher Education. Public Management Research, 13(48), 265-292.

Hassanrezaei, J. (2020). Examining the Effect of Educational Service Quality on Student Loyalty with the Mediating Role of Satisfaction. Management and Planning in Educational Systems, 13(2), 327-346.

Heffernan, T., & Harpur, P. (2023). Discrimination Against Academics and Career Implications of Student Evaluations: University Policy Versus Legal Compliance. Assessment & Evaluation in Higher Education, 48(8), 1283-1294. https://doi.org/10.1080/02602938.2023.2225806

Hosseini, M., Yazdanpanah, A., & Farhadinejad, R. (2022). Examining the Direct and Indirect Effects of Relationship Marketing Elements on Student Loyalty. Quarterly Journal of Research and Planning in Higher Education, 18(4), 121-143.

Indrayani, R., & Pardiyono, R. (2020, 2020/07). Impact of Customer Relationship Management and Quality of Service on Student Loyalty in Private Higher Education in Bandung, Indonesia. 1st International Conference on Science, Health, Economics, Education and Technology (ICoSHEET 2019),

Iranmanesh, M., Annamalai, N., Kumar, K. M., & Foroughi, B. (2022). Explaining Student Loyalty Towards Using WhatsApp in Higher Education: An Extension of the IS Success Model. The Electronic Library, 40(3), 196-220. https://doi.org/10.1108/EL-08-2021-0161

Jafarirad, A., Azizi Shamami, M., & Jafari Karfestani, Z. (2015). Examining the Satisfaction of Graduate Students with the Quality of Services at Public Universities in Tehran. Iranian Journal of Engineering Education, 17(68), 113-125.

Kakouei Dinki, I. (2021). Competitive Advantage. Behandish Publications.

Kankhuni, Z., Ngwira, C., Sepula, M. B., & Kapute, F. (2023). Modelling the Relationship Between Higher Education Service Quality, Student Engagement, Attachment, Satisfaction, and Loyalty: A Case of a Malawian Public University. Journal of Teaching in Travel & Tourism, 23(2), 229-252. https://doi.org/10.1080/15313220.2022.2128983

Kasidi, D., Puspitasari, A., Salsabilah, N., Metriani, V., & Wirawan, A. (2026). Building Customer Satisfaction through Trust: Service Quality, Perceived Value, and Experience at SPKLU UB Disyan PLN Batam. JBMP (Jurnal Bisnis, Manajemen dan Perbankan), 12(1), 190-204. https://doi.org/10.21070/jbmp.v12i1.2318

Kiyaei Jamali, S. M., Fathi Vajargah, K., Mousapour, N., & Khorasani, A. (2018). The Evolution of Curricula in Iran's Higher Education System. New Educational Approaches, 14(2), 41-76.

Konsolas, I. (2017). The Competitive Advantage of Greece: An Application of Porter's Diamond. Routledge. https://doi.org/10.4324/9781315193175

Latif, K. F., Tariq, R., Muneeb, D., Sahibzada, U. F., & Ahmad, S. (2024). University Social Responsibility and Performance: The Role of Service Quality, Reputation, Student Satisfaction and Trust. Journal of Marketing for Higher Education, 34(2), 967-991. https://doi.org/10.1080/08841241.2022.2139791

Motahharinejad, H., & Ahmadi Dehghotboddini, M. (2014). Factors Affecting Student Loyalty: A Relationship Marketing Approach. Quarterly Journal of Research and Planning in Higher Education, 20(3), 121-140.

Mulyono, H., Hadian, A., Purba, N., & Pramono, R. (2020). Effect of Service Quality Toward Student Satisfaction and Loyalty in Higher Education. The Journal of Asian Finance, Economics and Business, 7(10), 929-938. https://doi.org/10.13106/jafeb.2020.vol7.no10.929

Mutum, D. S., Hussein, A. H., & Ghazali, E. M. (2023). The Antecedents of University Loyalty: A Study of Postgraduate Students in Malaysia. International Journal of Educational Management, 37(3), 591-609. https://doi.org/10.1108/IJEM-07-2021-0286

Nourmohammadi, F., Saeidi Koushalshahi, S. M., Karimi, T., & Heydari, B. (2022). Intellectual Capital and Competitive Advantage: The Mediating Role of Innovation and Organizational Learning in Education. Virast Publications.

Okorie, O., Russell, J., Cherrington, R., Fisher, O., & Charnley, F. (2023). Digital Transformation and the Circular Economy: Creating a Competitive Advantage from the Transition Towards Net Zero Manufacturing. Resources, Conservation and Recycling, 189, 106756. https://doi.org/10.1016/j.resconrec.2022.106756

Paul, R., & Pradhan, S. (2019). Achieving Student Satisfaction and Student Loyalty in Higher Education: A Focus on Service Value Dimensions. Services Marketing Quarterly, 40(3), 245-268. https://doi.org/10.1080/15332969.2019.1630177

Phonthanukitithaworn, C., Wongsaichia, S., Naruetharadhol, P., Thipsingh, S., Senamitr, T., & Ketkaew, C. (2022). Managing Educational Service Quality and Loyalty of International Students: A Case of International Colleges in Thailand. Cogent Social Sciences, 8(1), 2105929. https://doi.org/10.1080/23311886.2022.2105929

Rafik, A., & Priyono, A. (2018). A New Insight into Alumni Satisfaction Model for Islamic Higher Education Institutions (IHEI). Management Research Review. https://doi.org/10.1108/MRR-01-2017-0005

Razi, N., Milani, M. S., & Shahi, R. (2022). Examining Factors Affecting Satisfaction and Loyalty of Students at Non-Governmental Universities with Emphasis on the Role of Students' Perceived Value: A Case Study of Nabi Akram Institute of Higher Education, Tabriz. Intelligent Marketing Management, 3(4), 169-196.

Schlesinger, W., Cervera, A., & Iniesta, M. Á. (2015). Key Elements in Building Relationships in the Higher Education Services Context. Journal of Promotion Management, 21(4), 475-491. https://doi.org/10.1080/10496491.2015.1051403

Shah, S. A., Shoukat, M. H., Ahmad, M. S., & Khan, B. (2024). Role of Social Media Technologies and Customer Relationship Management Capabilities 2.0 in Creating Customer Loyalty and University Reputation. Journal of Marketing for Higher Education, 34(1), 344-367. https://doi.org/10.1080/08841241.2021.1991072

Shekofteh, R., & Ghayour Baghbani, S. M. (2023). The Effect of University Branding on Student Loyalty with the Mediating Role of Trust and Satisfaction. Studies in Management, Psychology and Educational Sciences, 2(1), 19-37.

Suhartanto, D., Helmi Ali, M., Tan, K. H., Sjahroeddin, F., & Kusdibyo, L. (2019). Loyalty Toward Online Food Delivery Service: The Role of E-Service Quality and Food Quality. Journal of Foodservice Business Research, 22(1), 81-97. https://doi.org/10.1080/15378020.2018.1546076

Suranta, S., & Rahmawati, R. (2024). The Role of Higher Education Image and Service Quality on the Effect of University Social Responsibility (USR) on Student Loyalty in Indonesia. Journal of Applied Research in Higher Education, 16(2), 378-390. https://doi.org/10.1108/JARHE-11-2022-0338

Švárová, M., & Vrchota, J. (2014). Influence of Competitive Advantage on Formulation Business Strategy. Procedia Economics and Finance, 12, 687-694. https://doi.org/10.1016/S2212-5671(14)00394-3

Tammubua, M. H., Ardiansah, I., Riyadi, S., & Nazar, R. F. (2026). The Influence of Service Quality, Customer Experience, Perceived Value, and Brand Trust on Customer Loyalty in Digital Service Platform. Journal Management & Economics Review (JUMPER), 3(12), 765-774.

Thibeault, A., Ryder, M., Tomomewo, O., & Mann, M. (2023). A Review of Competitive Advantage Theory Applied to the Global Rare Earth Industry Transition. Resources Policy, 85, 103795. https://doi.org/10.1016/j.resourpol.2023.103795

Thuy, T. (2021). The Effect of Service Quality on Student Loyalty and Student Satisfaction: An Empirical Study of Universities in Vietnam. The Journal of Asian Finance, Economics and Business, 8(8), 251-258.

Todea, S., Davidescu, A. A., Pop, N. A., & Stamule, T. (2022). Determinants of Student Loyalty in Higher Education: A Structural Equation Approach for the Bucharest University of Economic Studies, Romania. International journal of environmental research and public health, 19(9), 5527. https://doi.org/10.3390/ijerph19095527

Valipour, M. (2023). A Structural Model of Factors Affecting the Creation and Development of Sustainable Competitive Advantage in the Insurance Industry. Daneshpazhouhan Sharifyar Publications.

Yousaf, A., Mishra, A., & Bashir, M. (2020). Brand Trust, Institutional Commitment, and Their Impact on Student Loyalty: Evidence for Higher Education in India. Studies in Higher Education, 45(4), 878-891. https://doi.org/10.1080/03075079.2018.1558441

Zandvanian, A., Rahimi, M., & Khosravipour, Z. (2018). Development and Validation of the Student Satisfaction-Loyalty to Public Comprehensive University Questionnaire. Educational Research, 5(37), 57-75.