Customer Experience Management: A Study of Mechanic versus Humanic Clues and Student Loyalty in Nigerian Higher Education Institution
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MDPI Switzerland
Abstract
Description
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.
Keywords
H Social Sciences (General), LB2300 Higher Education