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Odeniyi, Temidayo Ann and Covenant University, Theses (2022) CUSTOMER EXPERIENCE MANAGEMENT AND BRAND ADVOCACY IN HIGHER EDUCATION INSTITUTION. Masters thesis, Covenant University Ota.

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Customers are changing and so are their behaviors. This implies that organizations must seek out ways to keep customers engaged, loyal and ultimately advocates of their business. This study examined the resultant effect and level of relationship that exist between Customer Experience Management and Brand Advocacy in Higher Education Institution. To accomplish the goal of the study, a total of 135 copies of questionnaire were administered to the Postgraduate students of Covenant University, out of which 108 copies were retrieved and analyzed. Multi stage sampling techniques was used to select the respondents for this study. PLS-SEM was used for the analyses. The results show significant influence between functional clues and referral rate at = 0.493, = 0.330, sig. at 0.000. The result also indicate that humanic clues do have significant effect on cognitive loyalty at = 0.216, = 0.178, sig. at 0.000. It also shows that the multichannel interaction do have significant effect on action loyalty at = 0.286, = 0.223, sig. at 0.000 and the result shows that physical environment do have a significant influence on conative loyalty at = 0.394, = 0.283, sig. at 0.000.Lastly, the result shows that customer personality does not moderate the relationship between Customer Experience Mangement and Brand Advocacy at =0.568, sig. at 0.057. It is therefore recommended that Higher Education Institution should inculcate the implementation of Customer Experience Management so as to attain increase in cognitive loyalty, conative loyalty, action loyalty and referral rate.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Functional clues, humanic clues, physical environment, multichannel interaction, cognitive loyalty, conative loyalty, action loyalty and referral rate
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: nwokealisi
Date Deposited: 21 Sep 2022 11:08
Last Modified: 21 Sep 2022 11:08

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