Niaz Ahmed Bhutto, Syed Aamir Ali Shah, Rana Salman Anwar
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Beyond service: commercial friendship's impact on trust and student loyalty
Grounded in social cognitive theory, this study aims to explore how service quality and commercial friendship contribute to enhancing student loyalty and facilitating long-term positive relationshi...
期刊介绍：
The Journal of Marketing for Higher Education is a well-established, double-blind peer reviewed, international journal that publishes original research and review articles. It has been publishing articles on higher education marketing since 1988 and is international in outlook with a readership and papers from across the world. The Journal of Marketing for Higher Education is a multi-disciplinary journal and welcomes papers from all the major disciplines that connect with the marketing of higher education.
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