- Stephanie Ross (author); David Finch (thesis advisor)
- Date issued
- 2019-12; 2019-12
- Over the past several decades, higher education in Canada has expanded dramatically. Postsecondary institutions (PSIs) have struggled to both respond to this competitive environment, while simultaneously generating value for its core stakeholders – students – which align with its mission and vision. Comprehending the underlying relational dynamics between a student and their PSI will aid in improving retention rates, satisfaction levels, shared values, advocacy, loyalty, and efficiency overall. The current project will investigate what variables contribute to the creation of relational value between students and a PSI. Relationship marketing (RM) is the theoretical foundation of this...
- Appears in collection(s)
- Undergraduate Student Research