RELATIONSHIP BETWEEN CUSTOMER VALUE AND CUSTOMER SATISFACTION WITH ADVOCACY BEHAVIOR: THE RE-ENROL INTENTION AS MEDIATING ROLE

Abstract

The aim of the study was to dissect the undeviating mediation effects of re-enrol intention (repurchase intention) to the relationship of customer satisfaction and customer value on customer advocacy. The data was composed of 108 respondents from private university and college in Selangor and Kuala Lumpur and analyzed through SPSS and Amos. Structural Equation Model used to observe whether that empirical model fits the theoretical model or not. It was found that the empirical model fits the theoretical model and got the Chi square value of 1.178 with one degree of freedom. Other model fit indices such as; Comparative fit Index (CFI), Goodness of fit index (GFI), Normed Fit Index (NFI) and Root mean square error of approximation (RMSEA) values of 1.000, 0.995, 0.997 and 0.041 respectively indicate acceptable fit. The findings show there is a mediating effect of re-enrol intention toward the relationship of customer satisfaction and customer advocacy behaviour. The conclusions would be very worthwhile for the management and marketing personnel in order to emphasis more on advocates.