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Student Social Networks and Loyalty ...

Harriman, Melinda M.

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Student Social Networks and Loyalty Behavior: A Longitudinal Study.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Student Social Networks and Loyalty Behavior: A Longitudinal Study./
作者:	Harriman, Melinda M.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2017,
面頁冊數:	96 p.
附註:	Source: Dissertation Abstracts International, Volume: 78-10(E), Section: A.
Contained By:	Dissertation Abstracts International78-10A(E).
標題:	Educational administration. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10258378
ISBN:	9781369780994

Student Social Networks and Loyalty Behavior: A Longitudinal Study.
Harriman, Melinda M.

Student Social Networks and Loyalty Behavior: A Longitudinal Study. - Ann Arbor : ProQuest Dissertations & Theses, 2017 - 96 p.

Source: Dissertation Abstracts International, Volume: 78-10(E), Section: A.

Thesis (Ph.D.)--The Claremont Graduate University, 2017.

The purpose of this longitudinal study explores the correlation between student friendships, alumni friendships, loyalty behavior, and attitude toward an alma mater. Approaching the subject through the lenses of brand loyalty, relationships marketing, social exchange theory, and social network theory, this study illuminates uninvestigated alumni donor characteristics and practical strategic tools that could enhance the traditional work of alumni and development offices, increasing institutional benefit for both annual fund and major donor efforts, as well as enhancing word of mouth publicity and support for the college.

ISBN: 9781369780994Subjects--Topical Terms:

2122799
Educational administration.

Student Social Networks and Loyalty Behavior: A Longitudinal Study.
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500 $a Source: Dissertation Abstracts International, Volume: 78-10(E), Section: A.
500 $a Adviser: Scott Thomas.
502 $a Thesis (Ph.D.)--The Claremont Graduate University, 2017.
520 $a The purpose of this longitudinal study explores the correlation between student friendships, alumni friendships, loyalty behavior, and attitude toward an alma mater. Approaching the subject through the lenses of brand loyalty, relationships marketing, social exchange theory, and social network theory, this study illuminates uninvestigated alumni donor characteristics and practical strategic tools that could enhance the traditional work of alumni and development offices, increasing institutional benefit for both annual fund and major donor efforts, as well as enhancing word of mouth publicity and support for the college.
520 $a Surveys of freshman at a small, private college in 1992 and the same group of individuals as alumni in 2015 were used as data points along with institutional giving data for this study. The results of bivariate and multivariate testing of this sample reveal two variables that are rarely tracked by institutions, but are clearly important elements of alumni loyalty relationships with their alma mater. These findings show that long-term alumni friendships are an important component of the fabric that bonds alumni to their alma-mater in such a way that increases loyalty attitude and behavior, perhaps more so than levels of first year student satisfaction. These findings also show that equally important to alumni loyalty attitude and behavior is the level of importance the college plays in an individual's life professionally after college, extending beyond feeling well prepared for employment upon graduation. The importance of alumni friendships and post-graduation professional value is clearly reflected in higher levels of giving behavior and affinity, two essential components of loyalty to an institution. This finding suggests the need for a new strategy in approaching alumni engagement efforts and how major alumni donors are cultivated and pursued. To gain greater benefit from alumni loyalty to a college, an institution may be better served by focusing on nurturing alumni-to- alumni relationships first, to exploit the full potential of social exchange within alumni networks, and attending to alumni-to-institution connections second. Equally valuable for increasing loyalty to the institution would be broadening the base of alumni for whom professional value extends past the college experience itself, providing continued benefit for the growth and advancement of alumni in their professional pursuits. Also explored in this study is the use of social network sociograms as a strategic tool for understanding and interpreting alumni friendships in order to leverage such relationships for the benefit of the institution.
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