The RESEARCH Agenda

Conceptualization of College Student Retention

This study is an exploration of the probability of modeling higher education to optimize student retention for a desired academic outcome. As college students can be viewed as “consumers” of education institutions, this paper examines the applicability of business concepts of customer loyalty and retention and reviews the business hypothetical measures to validate their appropriateness to conceptualize college student retention. The key variables in the business conceptual model that are relevant to higher education settings are discussed and analyzed. Limitations of the findings are discussed, and recommendations are offered on how to apply appropriate business measures to model the higher education process to ensure its outcome.

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