CONCEPTUAL BASES OF FORMING THE LOYALITY OF CONSUMERS TO CHOICE OF EDUCATIONAL INSTITUTION
Journal Title: Економічні студії - Year 2018, Vol 1, Issue 19
Abstract
The article deals with the conceptual bases of the formation of consumer loyalty to higher educational institutions as a subject entity of the market of educational services in the context of the transition to a market economy and the modern conditions of the functioning of higher educational institutions. The concept of "loyalty" and "satisfaction" are revealed, their connection and differences are established. The emphasis is placed on the fact that for the successful operation of higher educational institutions in the Ukrainian market, it is not enough to simply exist and provide a high-quality service, since a large number of competitors offer such services with the appropriate level of quality and service. Therefore, one of the main goals of the University is building long-term partnerships with consumers through the formation of their loyalty.
Authors and Affiliations
S. V. Yanchuk, T. V. Yanchuk
Keywords
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