Investigating the Relationship Between Student Relationship Management and Student Loyalty Mediated by Trust, Satisfaction, and Commitment
Keywords:
Student relationship management, Student loyalty, Trust, Satisfaction, Student CommitmentAbstract
The present study aimed to investigate the relationship between Customer Relationship Management (CRM) — in the context of student relationship management — and student loyalty, with the mediating roles of trust, satisfaction, and student commitment. The research employed a descriptive-correlational method, and the statistical population consisted of students at universities and higher education institutions in Tehran, across different academic levels. Sampling was conducted using a two-stage cluster method, and ultimately, 393 questionnaires were analyzed for data interpretation. The results of structural equation modeling indicated that student relationship management (comprising knowledge management, communication technology with students, student-centeredness, and feedback utilization), satisfaction, trust, and commitment all have a significant impact on student loyalty, collectively explaining 51% of the variance in loyalty. Student relationship management strategy, along with satisfaction and trust, was found to explain 20% of the variance in student commitment. Furthermore, student relationship management strategy and satisfaction together explained 17% of the variance in student trust. Student relationship management strategy alone explained 16% of the variance in student satisfaction. Path coefficients of the model showed that the student relationship management strategy (Beta coefficient: 0.124), satisfaction (Beta coefficient: 0.365), trust (Beta coefficient: 0.288), and commitment (Beta coefficient: 0.217) have a significant and direct effect on student loyalty. Additionally, the student relationship management strategy (Beta coefficient: 0.331) also influenced student loyalty indirectly through the mediating roles of commitment, satisfaction, and trust. Overall, the findings of this research highlight the importance of implementing effective student relationship management strategies to enhance levels of satisfaction, trust, commitment, and ultimately, student loyalty.
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Copyright (c) 2025 Vida Shams nosrati (Author); Narges Hasan moradi; Mojtaba Moazami (Author)
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