Image and reputation of higher education institutions in students’ retention decisions

With data collected from 395 students of a business school, investigates the role of institutional image and institutional reputation in the formation of customer loyalty. The results indicate that the degree of loyalty has a tendency to be higher when perceptions of both institutional reputation and institutional image are favourable. The results also show that the addition of the interaction term between both constructs helps to explain more customer loyalty. Discusses research and managerial implications.