Customer Experience Management: A Study of Mechanic versus Humanic Clues and Student Loyalty in Nigerian Higher Education Institution

Borishade, T. T. and Worlu, Rowland E.K. and Ogunnaike, O.O. and Aka, D. and Dirisu, Joy Favour (2021) Customer Experience Management: A Study of Mechanic versus Humanic Clues and Student Loyalty in Nigerian Higher Education Institution. Sustainability,, 13. ISSN 2071-1050

PDF Download (225kB)

Abstract

This study surveyed customer experience management (CEM) and student’s loyalty in higher education institution (HEI) sector using a private university in Ogun State, Nigeria as a case study. The primary intent of this study was to determine the roles of humanic and mechanic clues on student’s loyalty. The two hypotheses formulated to address the research questions and objectives raised in this study were analysed with Categorical Regression, which is also known as CATREG analysis. This study applied survey research design and the data were spawned via designed questionnaire. An overall of 215 copies of the questionnaires were regained from the student of the private university in Ogun State. Multi-stage sampling methods were engaged in this study. The research findings of this study show that mechanic clues significantly influence students’ retention, while humanic clues significantly influence students’ disposition to endorse the institution of higher education to others. As part of the recommendations of the study, it was suggested that the university management should deliberately focus on mechanic clues in terms of providing a conducive environment, especially one that is clean for its students at all times.

Item Type:	Article
Uncontrolled Keywords:	customer experience management; higher education; humanic clues; mechanic clues; student loyalty
Subjects:	H Social Sciences > H Social Sciences (General) L Education > LB Theory and practice of education > LB2300 Higher Education
Divisions:	Faculty of Law, Arts and Social Sciences > School of Education Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User:	nwokealisi
Date Deposited:	23 Apr 2024 15:16
Last Modified:	23 Apr 2024 15:16
URI:	http://eprints.covenantuniversity.edu.ng/id/eprint/17932

Actions (login required)

View Item