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Article
The Influence of Higher Education Image on Students’ Loyalty in Lithuania
Vilma Tamuliene, Rasa Murzaite
ABSTRACTThe article consists of a theoretical and an empirical part. It analyzes the influence of higher education image on students’ loyalty. The first part of the paper presents empirical studies and the survey results obtained from Portugal, Spain, Norway, the U.S., Australia, and Malaysia. Theoretical models are adapted to the Lithuanian market and the new created model consists of two insights: factors forming the image of higher education and dimensions shaping students’ loyalty. The analysis of these issues has been a basis for empirical research in Lithuania. The paper concludes with a summary of the findings in the influence of higher education image on students’ loyalty in Lithuania.
KEYWORDS: higher education, image of organization, student, loyalty, Lithuania.
JEL classification: M30, M31, P2.