EXPLORING THE NEXUS BETWEEN BONDING, COMMUNICATION, CUSTOMER SATISFACTION AND CUSTOMER LOYALTY: A CASE OF HIGHER EDUCATION INSTITUTES IN THAILAND

Abstract

The main objective of this study is to examine the role of relationship market dimensions namely bonding and communication on the customer loyalty among Thai university graduates. In addition to that the study has examined the mediating role of customer satisfaction in the relationship between the relationship marketing and customer loyalty. Internationally, the policy related to the fact of being an owner is shifting towards the private sector from the public sector for universities and other higher educational institutions (HEIs). The increasing number of universities either private or public universities is also creating an increase in competition between universities for more enrollment of students. The theoretical structure of the recent research was determined from earlier practical literature and theoretical errors were recognized in the literature review. The structure was defined and supported by two important theories such as the social learning theory and the social exchange theory.