Theoretical analysis of the antecedents and the consequences of students’ identification with their university and their perception of quality

Abstract

Purpose: This paper is aimed at developing a conceptual model centered on the antecedents of students’ identification with their university and their perception of the institution’s quality.

Design/methodology/approach: This model is based on the analysis of the existing empirical literature and theoretical models focused on marketing at university level.

Findings: Students’ identification with their university and the perceived quality of the institution are two key variables for attracting and retaining students. This paper proposes that identification depends on the institutional support received by the student, which in turn is positively related to: corporate communication, the university- student relationship and the student-student relationship. Moreover, the employability is positively related to the perceived quality of the university and this perception is determined by the university reputation and students’ perception that the university encourages employability in their training.

Research limitations/implications: This model is informed from a theoretical perspective and therefore it constitutes a starting point for future empirical studies.

Practical implications: The present study aims to provide new approaches to university marketing. We hope that this paper will help accelerate progress in the field of university marketing, by emphasizing fundamental issues that deserve future research.

Social implications: The confirmation of this conceptual model would provide the necessary tools for universities to develop their strategies of student recruitment and retention based on marketing and segmentation. This can lead to a better service delivered by public universities and a higher student satisfaction.

Originality/value: The main theoretical contribution is to include the variables traditionally studied as antecedents in organizational behavior in the variables typically studied in consumer behavior.