Antecedents of Repurchase Intention: Propositions Towards Using Marketing Strategy to Mitigate the Attrition of Online Students

The purpose of this study is to explore the relationship between customer satisfaction, service quality, and the repurchase intention dimension of consumer loyalty within higher education. The influence of switching costs as a mediating variable is also examined. The setting for the study is the online learning facet of the higher education market. While the relationship between satisfaction, service quality, and loyalty are well known, there is a gap in the literature examining this relationship within higher education. A new research framework is proposed to illustrate the relationship between the independent, mediating, and the dependent variables, and five propositions are put forth.