Retention and attraction of students in Payame Noor Universities with the role of relationship marketing, service quality, and student satisfaction

Document Type : Original Article


1 Tabriz Branch. Islamic Azad University, Iran

2 Miyaneh Branch. Islamic Azad University, Iran


The modern era of competition has led to a transformation in the service delivery strategies of all organizations, with a primary focus on building and nurturing relationships between organizations and customers. Relationship marketing is one of the factors that contributes to establishing long-term relationships and reducing various costs for organizations. Service-based organizations, especially universities, can employ this type of marketing to enhance student satisfaction using various strategies. Among these, the provision of high-quality services is essential for any organization, as it directly impacts customer satisfaction. Accordingly, the aim of this research is to investigate the impact of relationship marketing elements on service quality and student satisfaction in Payame Noor universities in East Azerbaijan province. This study utilizes a quantitative, descriptive-survey methodology. Several hypotheses are formulated, and structural equation modeling is used to analyze them. Data were collected through field research using a questionnaire during the winter of 2017, employing a five-level Likert scale. The research results indicate that each of the elements of relationship marketing (trust-building, commitment to service, relationship quality, and conflict management) has a positive and significant impact on service quality. Furthermore, service quality significantly affects student satisfaction.

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