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Journal of Contemporary Management

On-line version ISSN 1815-7440


COLLET, Tanna; PAPARAS, Zoe; KOOPMAN, Aaron  and  RAMGOVIND, Priya. Institutional factors influencing post-graduate students' loyalty to their university. JCMAN [online]. 2023, vol.20, n.2, pp.27-67. ISSN 1815-7440.

PURPOSE OF THE STUDY: The turbulent global higher education sector poses significant marketing, branding and management challenges to institutions. In South Africa, the development of new institutions like Sol Plaatje University and the University of Mpumalanga has increased competition in the market, increasing pressure on universities to retain high-performing students in a bid to grow. This study investigates the institutional factors influencing post-graduate students' university loyalty. It examines the relationship between reputation and academic programmes, quality and competencies of academic staff, expenses and grants, facilities and physical environment, career prospects, and sports on university loyalty through the mediating role of attitude DESIGN/METHODOLOGY/APPROACH: Data for this quantitative study were gathered from 150 post-graduate students at the University of the Witwatersrand through a close-ended questionnaire. Data were analysed using Statistical Package for Social Science 27 (SPSS), whereby various reliability and validity tests were conducted. Structural Equation Modelling (SEM) was then used to test the hypotheses FINDINGS: The results obtained indicate a positive and significant relationship between reputation and academic programmes, quality and competencies of academic staff, and career prospects and attitude towards the university. A positive and significant relationship was observed between attitude towards the university and university loyalty RECOMMENDATIONS/VALUE: Universities should focus on enhancing their reputation and offering cutting-edge academic programmes that are considerably different from those offered by competitors. Quality and competencies of academic staff and maintaining academic excellence must be emphasised. This will encourage recruiters to seek graduates from the institution, resulting in greater career prospects for students MANAGERIAL IMPLICATIONS: By concentrating on the university's reputation and academic programmes, quality and competencies of academic staff, and providing qualifications that lead to good job prospects, positive student attitudes towards the university and, by extension, loyalty will be ensured. This will ensure that universities retain some of their high-performing students JEL CLASSIFICATION: I23, M31

Keywords : Attitude; Higher Education; Loyalty; Post-graduate students; University Marketing.

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