Relationships Matter: Improving Student Engagement and Retention with Marketing Strategies

Abstract

Community colleges have traditionally struggled with student retention. A growing subset of today's community college students seek degree programs that will not only fortify their minds, but prepare them to meet current workforce demands. The post-recession view of community colleges as engines of change, relative to affordability and gainful employment, has prompted government officials and college leaders to explore ways to best meet students' needs from enrollment to graduation. This study examined the effects of infusing relationship-marketing strategies into academic advising practice to improve student retention. The researcher believes that service augmentation and relationship customization can significantly improve student-institution bonds. The conceptual framework for this study is grounded in Tinto's student engagement model (retention), Berry's relationship-marketing approach, and academic advising theory. The researcher used an explanatory mixed-methods design to explore the following research questions: (a) How can relationship-marketing strategies be used to improve the formation of affective advisor-advisee bonds? (b) How does academic advisors' implementation of relationship-marketing strategies impact student retention? And (c) What is the relationship between students' satisfaction with academic advising and retention rates? This research used an explanatory mixed-methods approach and a sample of 93 students and four professional academic advisors to examine the impact of relationship-marketing on student retention. The results indicated that relationship-marketing concepts, namely service augmentation and relationship customization were strong determinants of affective advisor-advisee bonds. The results also indicate that students' retention behavior was strongly determined by advisor-advisee bonds and a sense of belonging to the institution. Student satisfaction with the advising process was also a contributing factor in their decision to remain enrolled at the college. In addition, trust, honesty, and openness in the relationship-building process was a strong determinant of a student's decision to return. The findings of this study suggest that a comprehensive, authentic approach to developing, managing, and maintaining student relationships can impact student satisfaction with the university and their college experience.Ed.D., Educational Leadership and Management -- Drexel University, 202