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Using servicescape to manage student commitment towards a higher education institution

dc.contributor.authorTheron, E.en_ZA
dc.contributor.authorPelser, A.en_ZA
dc.date.accessioned2017-10-09T09:42:01Z
dc.date.available2017-10-09T09:42:01Z
dc.date.issued2017
dc.identifier.citationTheron, E. & Pelser, A. 2017. Using servicescape to manage student commitment towards a higher education institution. South African Journal of Higher Education, 31(5):225‒245. doi:10.20853/31-5-1506
dc.identifier.issn1753-5913 (online)
dc.identifier.otherdoi:10.20853/31-5-1506
dc.identifier.urihttp://hdl.handle.net/10019.1/102298
dc.descriptionCITATION: Theron, E. & Pelser, A. 2017. Using servicescape to manage student commitment towards a higher education institution. South African Journal of Higher Education, 31(5):225‒245. doi:10.20853/31-5-1506.
dc.descriptionThe original publication is available at http://www.journals.ac.za/index.php/sajhe/
dc.description.abstractAlthough a variety of approaches can be used to manage student commitment, the role of physical elements, such as a facility or institution’s virtual presence, appearance of infrastructure and signage, is often neglected in the literature. This gap in the literature is surprising considering the growing interest in the field of social sciences regarding the influence of physical elements (or tangibles) on commitment. It is against this background that this study investigated the possible effects of physical element attributes on student commitment. A number of antecedents of physical elements were identified by means of a literature review and their expected relationships with student commitment were proposed as hypotheses. These hypothesised relationships were assessed and a survey amongst 290 students from a multi-cultural South African university was conducted. The statistical program SPSS version 23 was used to analyse the data, and the hypothesised relationships were assessed by means regression analyses. The findings of the study indicate that the physical element dimensions ‘communicators’ and ‘virtual servicescape’ most significantly influenced overall student commitment. Contrary to popular belief, the study revealed that social servicescape did not have a significant impact on student commitment. Furthermore, it appears that a specific set of physical element attributes should be applied when student commitment is managed. Finally, the study offers an in-depth discussion of the theoretical and managerial implications of these findings for relationship marketing strategies.en_ZA
dc.description.urihttp://www.journals.ac.za/index.php/sajhe/article/view/1506
dc.format.extent21 pages
dc.language.isoen_ZAen_ZA
dc.publisherHESA
dc.subjectStudent commitmenten_ZA
dc.titleUsing servicescape to manage student commitment towards a higher education institutionen_ZA
dc.typeArticleen_ZA
dc.description.versionPublisher's version
dc.rights.holderAuthors retain copyright


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