University Experiences, the Student-College Relationship, and Alumni Support

University administrators have begun to more aggressively adopt many of the techniques associated with relationship marketing. This would seem like a perfect strategy for a university as loyal alumni can do such things as offer personal recommendations to help build enrollments, participate in alumn...

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Bibliographic Details
Published in:Journal of marketing for higher education 2001-05, Vol.10 (3), p.21-44
Main Authors: McAlexander, James H., Koenig, Harold F.
Format: Article
Language:English
Subjects:
Alumni
alumni loyalty
Alumni Relations
College Graduates
Educational Marketing
Graduate Surveys
Higher Education
Loyalty
Marketing Research
peak experience
relationship marketing
Student Experience
survey
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Summary:University administrators have begun to more aggressively adopt many of the techniques associated with relationship marketing. This would seem like a perfect strategy for a university as loyal alumni can do such things as offer personal recommendations to help build enrollments, participate in alumni functions, purchase university-branded products, and enroll in professional education courses. However, there are many unexamined questions regarding the nature and impact of alumni relationships with the university. This paper explores the impacts of the alumni-university relationship and alumni assessments of their college experiences on important expressions of loyalty. A sample of alumni who had graduated three to eight years prior to the study completed a telephone survey. The results provide support for the impact of these variables on current behavior and behavioral intentions. Implications of these findings for university marketers are discussed.
ISSN:0884-1241
1540-7144
DOI:10.1300/J050v10n03_02