CUSTOMER EXPERIENCE MANAGEMENT: AN EMPIRICAL EVIDENCE OF FUNCTIONAL CLUES AND ENGINEERING STUDENT’S LOYALTY

This paper empirically investigates the influence of functional clues as a strategy of customer experience management on context of higher education in Nigeria. The basic purpose of examine if the application of marketing strategies can be applied by higher institutions in order to satisfy their student and turn them to advocate of their brands/service. To achieve this objective, a total of 215 copies of the question engineering student of a private university adjudged to be the best in stage sampling techniques were employed in this study. Regression CATREG analysis, the study found that functional clues influence on engineering student study therefore recommended among other things that the university management should adopt customer experience management as a strategy to build studen and also concentrate their efforts on the improvement of functional clues by focusing more on the development of the competences of their lecturers and implement the strategy in order to gain repeat patronage of their students for further studies