IPB University Professor Explains the Role of Brand Admiration and Loyalty in Maintaining High-Quality Higher Education
At a press conference held prior to the scientific oration on 18/7, Prof Hartoyo, a Professor of Consumer Behavior and Marketing at IPB University, discussed the significance of brand admiration and brand loyalty in sustaining high-quality higher education institutions.
He noted that in the competitive landscape of higher education, strategies focused on building admiration and loyalty among students are crucial for attracting prospective students and maintaining high service quality.
“Higher education providers must not only build a strong reputation but also deliver education with the best service quality and be perceived as having positive value by their stakeholders,” he explained.
“By effectively implementing the concepts of brand admiration and brand loyalty, higher education institutions can ensure not only their sustainability in a competitive educational market but also provide lasting benefits to society by producing high-quality and competitive human resources,” he continued.
Prof Hartoyo elaborated that one strategy is to shift the management paradigm of higher education institutions from a sole focus on academic aspects to a more student and alumni satisfaction-oriented approach.
“This transformation involves providing a satisfying educational experience, offering continuous support, and building strong relationships with stakeholders such as students, alumni, and prospective students,” Prof Hartoyo added.
He further explained that the concept of brand admiration in higher education includes three main dimensions: brand trust, brand respect, and brand love.
According to him, students who admire an institution will have high trust in it, respect its values, and feel an emotional connection, thereby developing a sense of affection for the institution.
“To maintain this loyalty, effective crisis management, commitment to integrity and high ethical values, and transparency to improve service quality are essential,” he emphasized.
He stated that such loyalty forms a strong foundation for the long-term growth and sustainability of higher education institutions. Loyal students not only become dedicated customers but also act as potential brand ambassadors through their positive recommendations and word-of-mouth.
Therefore, Prof Hartoyo added, implementing an experience-based strategy is key to building student loyalty. This strategy involves enhancing service quality, creating perceived value, and using technology to manage interactions with students more effectively.
“Customer relationship management (CRM) approaches can be a very relevant initial step through the integration of technology and processes to improve interactions and relationships with students, alumni, and prospective students,” he concluded. (MW/Rz) (IAAS/RUM)
