Relationship Marketing in an Open University

  • Ladda Vatjanasaregagul มหาวิทยาลัยสุโขทัยธรรมาธิราช
คำสำคัญ: Trust, Satisfaction, Commitment and Loyalty


The purpose of this study was to use relationship marketing theory to investigate empirically students’ loyalty intentions of Sukhothai Thamathirat Open University’s students by using three factors: trust, satisfaction and commitment. This study investigated whether the relationships among trust, satisfaction and commitment serve as the key variables of loyalty intentions.

          The instrument was a questionnaire composed of the measurement items relate to the constructs of trust, satisfaction, commitment and loyalty intentions. The population of the study is 172 current bachelor degree students of Sukhothai Thammathirat Open University who are the leaders of students’ associations 77 provinces. The questionnaire was distributed on August 31, 2018 while the leaders of students’ associations were staying on campus 3 days during August 30 until September 1 to join the activities of Sukhothai Thammathirat Open University for the leaders of students’ associations: training, presentation and next year planning. The 148 questionnaires were returned. Correlation and regression were used for data analysis the relationships of trust, satisfaction commitment and loyalty intentions.

         The results of this study concluded that there is a relationship of trust, satisfaction, commitment and loyalty intentions. Based on the results from this study, administrators can achieve the goal of enhancing student loyalty by developing key customer relationship attributes: trust, commitment and satisfaction. Attention to these key points will lead to significantly improved competitive advantage in education services.


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