Relationship marketing as foundation for fostering loyal alumni: The case of a tvet college in the western cape

Abstract

The significance of cultivating loyal alumni is gaining increasing recognition in higher education institutions due to the extensive benefits it provides. Existing research has consistently demonstrated that relationship marketing strategies are critical for establishing and maintaining long-term connections with stakeholders. However, despite the recognized potential of relationship marketing, few empirical studies have examined its efficacy in fostering alumni loyalty.

The primary objective of this study was to develop a proposed framework that can be implemented by the management of TVET colleges and HEIs to cultivate a strong bond with alumni, thereby facilitating their sustained investment in community development for the benefit of all stakeholders involved.

This study investigated the fundamental dimensions required to establish an effective alumni relationship model that promotes a mutually beneficial connection between alumni and their alma mater. It aims to encourage alumni to become committed advocates, loyal supporters, and active contributors to institutional growth and community well-being. A mixed-methods design was employed, incorporating both qualitative and quantitative approaches to investigate alumni relationship marketing in a college setting. Semi-structured interviews conducted with management, marketing teams, and former students (n=19) provided in-depth insights, while a survey questionnaire administered to current students (n=486) gathered quantitative data. Triangulation was achieved using multiple data sources, methods, and analysts to ensure validity. The proposed framework was subsequently developed from the data collected, informed by the nuanced perspectives and insights shared by participants regarding the study's subject matter.

Significant relationships between alumni, relationship marketing, and alumni loyalty were revealed in the findings. However, contrary to expectations, no significant correlation was identified between community engagement and alumni loyalty, nor between alumni loyalty and community engagement. The community engagement construct showed robust standalone efficacy, but its predictive power was not substantiated within the proposed model. The nonzero correlation indicates a potential contributory role of community engagement in fostering alumni loyalty, warranting further investigation into underlying factors that may contribute to this lack of association.

The executive team and management are obliged to champion community engagement as a core value, educate students on its principles and practices, highlighting its benefits for personal development, institutional growth, and community well-being. This study's findings lay the groundwork for future inquiry, unveiling promising avenues for further research and investigation.

In conclusion, the study asserts that relationship marketing provides a foundational and essential framework for HEIs to develop, strengthen, and sustain enduring relationships with alumni, ultimately fostering a culture of loyalty, engagement, and lifelong affiliation.