Lifelong good soldiers of higher education institutions: driving factors and obstructions of alumni loyalty

Loyal customers are good soldiers who behave favorably toward service firms. As increasing number of universities are facing “a candle burning at both ends” due to low birth rate and high global competition, this study integrates alumni participation, alternative attractiveness, school prestige, and the relationship quality-based student loyalty model to verify leading variables that enhance alumni loyalty. A total of 412 questionnaires were collected from universities in Taiwan. Other than service quality and relationship quality, this study confirms the critical influence of alumni participation and school prestige on loyalty intention. The key mediation role of alumni participation is also revealed.