Abstract
Purpose
– In this paper, a model of student loyalty with graduate online programs utilizing relationship marketing theory elements was developed. The relationships between service quality, commitment and satisfaction, reputation and ultimately loyalty were explored. The purpose of this paper is to investigate the relationships between factors that may lead to customer loyalty in online educational organizations.
Design/methodology/approach
– Case study/quantitative methods were used.
Findings
– This research assessed customer loyalty intentions by examining the service quality, commitment, satisfaction, and reputation of online students in master's level online programs.
Originality value
– The relationship between service quality, commitment, satisfaction, reputation, and loyalty have not been adequately investigated in online master's programs.