Relationship Marketing in an Open University

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Ladda Vatjanasaregagul


The purpose of this research was to use relationship marketing theory to investigate (1) the relationship between trust and satisfaction (2) the relationship between trust and commitment. (3) the relationship between trust and loyalty (4) the relationship between satisfaction and commitment (5) the relationship between satisfaction and loyalty (6) the relationship between commitment and loyalty of the students of an open university, Sukhothai Thammathirat Open University.

          The instrument was a questionnaire composed of the measurement items related to the constructs of trust, satisfaction, commitment and loyalty. The population of this research was 587 bachelor degree students of School of Management Science, Sukhothai Thammathirat Open University in 77 provinces who registered the Professional Experience Course and stayed on campus for intensive training of the course. Questionnaires were distributed to population in December 2018. Then 432 questionnaires were returned. Correlation was used for analysis the relationships of trust, satisfaction commitment and loyalty.

          The results of this study concluded that the correlation of trust and satisfaction is 0.493.  The correlation of trust and commitment is 0.250. The correlation of trust and loyalty is 0.351. The correlation of satisfaction and commitment is 0.607. The correlation of satisfaction and loyalty is 0.753. The correlation of commitment and loyalty is 0.768.

Therefore, Sukhothai Thamathirat Open University should use satisfaction and commitment to create students’ loyalty. STOU should develop and offer good programs for students. Medias of the programs should be efficiency. The content should update. Professor and staff help students solve their problems. Students will have a good experience. After students are satisfied, they will commit to this university. Then students will maintain the relationship for a long time.

The students will say positive things about university to other people and recommend their program to other. They will encourage friends and relatives to attend their program. Finally, the students will become a member of the alumni organization of this university.


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