Student Engagement Survey Results: Implications for Relationship Marketing

Date of Degree


Document Type


Degree Name

Doctor of Philosophy (PhD)




Richard Henderson


Norman St. Clair


Paul Messina


Elizabeth Lewis


Yie-Sheng Chen


This study investigated the critical engagement and college relationships factors of first-year college students based on a student engagement survey and explored student college experiences of the same group of students through qualitative interviews. This two-phased, mix-methods research design was used to identify implications for relationship marketing at Northeast Lakeview College (NLC) so as to strengthen its student-college relationships. The 2008 NLC Survey of Entering Student Engagement (SENSE) contained 424 valid random samples completed by first-year students of NLC. The follow-up qualitative interviews included 5 first-year students who persisted for at least 1 year at NLC. The results, processed through comparison analyses including independent-sample /-test, Pearson correlation, Multiple Analysis of Variance (MANOVA), multiple regression, binary logistic regression, and canonical correlation, revealed differences in pre-college factors, college interaction factors, and academic outcomes among the various student groups. Generally, gender, ethnicity, and age differences stood out among the various demographic factors. Class experience, assignment preparation, and academic commitment were ranked highest in First College Experience, Academic Preparation, and Commitment and Support scales, respectively. The correlations between awareness of, frequent usage of, and-satisfaction with student services were all-positive and moderate. The results prompted proposals and recommendations for maximizing marketing and long-term relationships with the students.

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