Identifying Factors of Loyalty in the Education Market

This paper is aimed to clarify the structure of the concept of loyalty, identify the main factors of loyalty in the education market. There was a review of different approaches to the definition of loyalty and the basic concepts related to it (satisfaction, perceived value), the specificity of different types of loyalty. Based on the studies on loyalty in the education market, I determined the structure of the concept, specifically to this market, identified key indicators of this concept. Fieldwork is characterized by the strategy of mixed methods. At the first stage, a preliminary qualitative research was conducted of the completeness of the generated model of loyalty for the education market and on the basis of the projective techniques the main types of relationships with character of HSE were revealed. At the following quantitative stage questionnaire survey was conducted. A new variable representing the evaluation of emotional imprinting was constructed on the basis of quantitative data and the identified types of relationships. Also the proposed structure of the concept of loyalty was verified. The main hypothesis of this work was the fact that despite a rational approach to the choice of educational institutions in the education market, assessment of the emotional component would be significantly associated with loyalty. On the basis of these results there is no reason to reject it.