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AuthorEldegwy, Ahmed
AuthorElsharnouby, Tamer H.
AuthorKortam, Wael
Available date2023-05-09T09:20:11Z
Publication Date2022
Publication NameInternational Journal of Customer Relationship Marketing and Management
ResourceScopus
URIhttp://dx.doi.org/10.4018/IJCRMM.302913
URIhttp://hdl.handle.net/10576/42393
AbstractThis study drew on different streams in the literature to theorize a power shift in favor of parents in the post-COVID-19 era. The authors investigated the impact of parents' campus site visits on university enrollment decisions by empirically testing a model that draws on concepts from service marketing and sociology and links university enrollment to parents' evaluative and intentional constructs. Data were obtained from 339 parents of final-year high school students immediately after their campus site visits and analyzed using structural equation modelling. The results indicate that antecedents of parent university satisfaction include human encounters, university reputation, and physical setting. Satisfaction was found to drive intention to advocate to children and brand preference. These two outcomes affected enrollment. The results offer important theoretical contributions to the field of higher education marketing and present managerial implications for university administrators in their quest to augment student recruitment processes. 2022 IGI Global. All rights reserved.
SponsorThe Open Access Processing Fee for this article has been covered in full by 'October University for Modern Sciences and Arts (MSA University).
Languageen
PublisherIGI Global
SubjectCampus Site Visits
COVID-19
Higher Education Marketing
Parents
Parents' Satisfaction
Power
Student Enrollment
University Brand Preference
University Parent Encounters
TitleThe Rising Veto Power of the Checkbook: An empirical Investigation of Parent's Impacts on Their Children's University enrollment
TypeArticle
Issue Number1
Volume Number13
dc.accessType Abstract Only


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