Marketing Practices in Higher Education: Case of the Cadi Ayyad University of Marrakech in Morocco

Abstract

Today, we have a new revolutionary vision of implementing a relationship marketing strategy. Increasing competition in education has forced universities to retain students, which, according to Ryals (2002), has had a good impact on the university's ability to retain them (Elliot & Healy, 2001). The objective of this article is to present a review of the literature on the antecedents of student loyalty, and more precisely in higher education by proposing an explanatory model of different variables such as perceived quality of service, satisfaction, engagement and student loyalty to examine the set of relationships

The methodology was based on a survey methodology on a sample of 84 students using a questionnaire distributed via social networks, on the likert 7-point scale using the PLS approach to analyze the results,to the value of relationship marketing and the history of student loyalty in the Moroccan context. A sample of students from the Cadi Ayyad University of Marrakech was used to conduct an exploratory study and a confirmatory study to validate all hypotheses.

The results show that engagement is the most influencing factor, primarily because of its direct and powerful relationship with loyalty. The rest of the factors have only an indirect effect on loyalty and direct relationships in the following: QSP to satisfaction, satisfaction to engagement, as assumed and confirmed.

JEL Classification: M30

Paper Type: Empirical Research