Role of Relationship Marketing in Raising the Loyalty of Teachers of Private English Institutes in Korea

The purpose of this paper is to report on the components of relationship marketing that have been perceived by teachers as being related to the capacity for innovation of their private English institutes. The teachers' perception of the innovative capacity of their institutes is very important because it is an eventful precondition that increases the loyalty that teachers have towards their institute. The results from a multiple regression analysis showed that five components of relationship marketing, including trust, bonding, communication, shared values, and reciprocity, are closely related to a teacher's perception for the capacity for innovation of their institutes. However, one other component, empathy is not. The findings indicate that particular components are more important than others to improve teachers' perceptions for the capacity for innovation of their institutes, which in turn improves their loyalty to the institutes. Therefore, English institutes should selectively increase their investments on specific components of relationship marketing in order to increase the loyalty of internal stakeholders, as well as of external stakeholders.

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