Empirical Analysis of Marketing Mix Strategy and Student Loyalty in Education Marketing

Abstract

This study examines the impact of marketing mix strategies on student loyalty. The objectives of the study are to determine the relationship between instructional quality and active participation of the student, to examine the significant relationship between the competence of faculty and staff of the university, to determine if the distribution strategy of a university affects the repeat purchase retention of the students and willingness to recommend the university to others. The study uses survey method with four hypotheses which were later tested with correlation and regression test statistics. Findings show that there is a significant relationship between the impact of the marketing mix and student loyalty. The study recommends that there is a need for institutions to train their staff on how to maximize the use of the marketing mix to the institutions advantage; there is a need for an institution to be highly proactive in tracking customers’ feelings.

DOI: 10.5901/mjss.2014.v5n23p616