Engagement behavior as a precursor for loyalty to alma mater at business school

Abstract

Although the importance of maintaining long-term relationships with alumni has been widely recognized, antecedents of student loyalty to the alma mater remain elusive. This study examines student engagement behavior as a promising factor that would positively affect business school students’ loyalty intention to the school. This study, by adopting a structural equation modeling approach, investigates the relationships among student satisfaction, engagement behavior, and loyalty intention at an undergraduate business school level. Data collection was carried out at a major college in Korea. Two of three research hypotheses are supported. Findings of this study are generally consistent with what is already reported in the literature. Yet, the study also provides a meaningful, fresh insight into the understanding of student loyalty. Managerial implications and future research directions are provided. © 2015 AIBE.