Authors : Natércia Adriano Nhavene Cau

Volume/Issue : Volume 11 - 2026, Issue 6 - June

Google Scholar : https://tinyurl.com/4h5d3ya6

Scribd : https://tinyurl.com/3zz79n5w

DOI : https://doi.org/10.38124/ijisrt/26jun1759

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : This article analyses the relationship between relationship marketing, satisfaction, loyalty and student retention at Institution X, a private higher education institution in Mozambique. The research adopted a quantitative approach through a questionnaire survey administered via Google Forms. The analysis privileged indicators of agreement, disagreement, persistence and risk. The sample comprised two hundred and eighty four students, drawn from a reference population of seven thousand four hundred and fifty eight students, with an approximate confidence level of ninety one point four per cent and a five per cent margin of error. The results indicate a strong intention to remain among students, since most respondents intend to complete their studies at the institution. However, loyalty appeared as a more fragile element, because future choice and recommendation were lower than declared persistence. Academic satisfaction was more consistent than the administrative experience, especially in assessment criteria and lecturers’ accessibility, while digital platforms, physical conditions and administrative response showed weaker results. The article concludes that Institution X retains students, but still needs to convert persistence into a positive institutional bond through administrative responsiveness, fairness in service and regular monitoring.

Keywords : Relationship Marketing; Student Satisfaction; Loyalty; Student Retention; Private Higher Education; Mozambique.

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