Relationship quality and continuous education: a study of fee-paying students in Hong Kong

This paper examines the importance of relationship quality in the continuing education sector of Hong Kong.It examines how perceived relationship quality impacts students' intentions to Satisfy their educational needs through its current education provider now and in the future.The relationship between student perceived quality of education and student loyalty to the higher education institution is examined, extended to the relative Contributions of service_ quality, trust and commitment to student loyalty. The potential benefit for higher education institutions in Hong Kong from the development and implementation of relational marketing strategies to foster student loyalty is substantiated.