African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4150

Full Length Research Paper

The “custen model”: How experiential it is from the Ghanaian higher education spectrum

Affran S.
  • Affran S.
  • School of Environment and Tourism, Livingstone International University of Tourism Excellence and Business Management, Zambia. Department of Marketing, Procurement and Supply Chain Management, University of Education, Winneba, Ghana.
  • Google Scholar
Gyamfi E. N
  • Gyamfi E. N
  • Department of Accounting and Finance, Ghana Institute of Management and Public Administration Accra, Ghana. School of Environment and Tourism, Livingstone International University of Tourism Excellence and Business Management, Zambia.
  • Google Scholar
Odonkor S.
  • Odonkor S.
  • Department of Development Policy, Ghana Institute of Management and Public Administration Accra, Ghana. School of Environment and Tourism, Livingstone International University of Tourism Excellence and Business Management, Zambia.
  • Google Scholar


  •  Received: 17 August 2021
  •  Accepted: 11 December 2021
  •  Published: 31 December 2021

Abstract

The research aims to propagate the “custen model” that suggests how the management of Ghanaian universities could retain qualified and knowledgeable students through its relationship officers. A survey design was engaged. A total of 500 respondents from selected universities in Ghana were used. Data were explored using smartPLS 3. The results revealed that the “Custen Model” that is customer retention is built on an institutional retention system and further enhanced by the student loyalty disposition. Longitudinal data would have been more appropriate to determine the scope of retention thus serving as a limitation to the research. This study elucidates the need for the university management to focus on their strategic relationship marketing stratagems on building strong bonds with students which will subsequently lead to a greater proclivity in the student retention rate. The formulation of the “retention model” in this research conveys new empirical understanding and outspreads our acquaintance on relationship marketing.

 

Key words: Retention model, smartPLS3, SRM stratagems, Universities, Ghana.