Chair of Marketing

Intention postgradualer Bindung: Warum Studenten der Wirtschaftswissenschaften nach dem Examen dem Alumniverein beitreten wollen

Unlike US-American graduates, German graduates have to decide whether or not they become a member of an alumni association. In order to explain why German university students education join an alumni club, the authors identify several antecedents of the intention of post gradual loyalty. It is suggested that satisfaction with the service quality of the university, academic integration, benefit of the offers provided by the graduate network as well as emotional commitment and commitment with the subject foster the intention of post gradual loyalty. Based on a sample of 136 students of business administration the postulated model is tested using PLS. It is cross-validated on a sample of 110 students of economics. Suggestions for the work of alumni associations are derived from the findings.

Hoffmann, S.; Müller, S. (2008). Intention postgradualer Bindung: Warum Studenten der Wirtschaftswissenschaften nach dem Examen dem Alumniverein beitreten wollen, Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung, 60 (3), 570-600.