Determinants for the commitment relationship maintenance between the alumni and the alma mater |
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| Authors: | Ilda Maria Pedro Luis Nobre Pereira Hélder Brito Carrasqueira |
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| Institution: | 1. Alumni and Career Services, University of Algarve, Faro, Portugal;2. School of Management, Hospitality and Tourism, University of Algarve, Faro, Portugal;3. Research Centre for Spatial and Organizational Dynamics (CIEO), University of Algarve, Faro, Portugal;4. Centre for Health Studies &5. Research, University of Coimbra, Coimbra, Portugal |
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| Abstract: | This study aims to find determinants for the commitment relationship between alumni and alma mater. Based on the literature, satisfaction and image are proposed as drivers of commitment. A survey applied to 2544 alumni in a Portuguese university provides data analyzed through a structural equation modeling technique. The results present ‘image of education’, ‘image of communication’ and ‘satisfaction with social and academic environment’ as determinants of the commitment relationship, which provide important clues for the marketers’ decision-making process when developing activities geared towards alumni. This process should emphasize aspects relating to their willingness to give back, academic and relationship quality, and institutional values. Within the Higher Education market, this study underscores the need to maintain and reinforce the relationship with alumni, and contributes to the scarce Portuguese literature on alumni matters. |
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| Keywords: | Higher education institutions alumni image satisfaction commitment structural equation modeling |
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