An Empirical Study Of Impact To Student Loyalty Over Teacher Interaction Style:a Model With Moderated Mediator

Improving student loyalty has important implications for higher learning institutions which had been offering high-contacted service products.For example,improving student loyalty may contribute to promoting the brand popularity of colleges and universities and cultivating high-class alumni who will support the development of alma mater.So,most colleges and universities have put high value on the relationship between higher learning institution and alumni.They have established specialized Alumni and Development Office and hold multiple brand events to strengthen their affective commitment to colleges and universities.But,all these higher learning institutions have neglected the importance of students’ learning phase that also have significant effect on student loyalty.Summing up the above,the research which select MBAs as research object erect an theoretical model of the mechanism about the impact to student loyalty over teacher interaction style.student satisfaction’s mediating effect on the relationship between interaction style and student loyalty as well as management level’s moderating effect on student satisfaction’s mediating effect have also been taken in consideration.Following are the logical frame and main research conclusions:First of all,the research have reviewed relevant statements about Value Co-creation Theory,Social Exchange Theory,Empathy Theory and the influencing mechanism that power impact on prosocial behavior.Then,relevant literatures on service interaction and student loyalty have been teased and summarized.Furthermore,the research point out the lack of those researches and indicate the topic.Based on the topic,main constructs and the theoretical framework have been defined and established.The first group of hypotheses based on Value Co-creation Theory have been proposed;the second group of hypotheses based on Social Exchange Theory and Empathy Theory have been proposed;the last group of hypotheses based on the influencing mechanism that power impact on prosocial behavior have been proposed.The research investigated 359 MBAs in reading and graduated form Lanzhou University and reached the following conclusions:1.Interactive-oriented interaction and task-oriented interaction have significant positive effect on student loyalty,Self-oriented interaction has significant negativeeffect on student loyalty;2.Student satisfaction has mediating effect on the relationship between interaction style and student loyalty;3.Management level has moderating effect on student satisfaction’s mediating effect.Finally,the author summarizes lack of this research and offer some proposal on how to improve student loyalty.Moreover,the research has also point out the future research directions.