“Institutional Relationship Strategies For Strengthening Brand Loyalty: A Study Of Management Education Institutions In Bengaluru City”

Abstract

This research investigates the institutional relationship strategies employed by management education institutions in Bengaluru City, with a specific focus on their impact on brand loyalty, stakeholder satisfaction, and perceived service quality. The study surveyed 200 stakeholders—including students, alumni, and corporate partners—across leading management institutions to evaluate key dimensions of relationship-building practices such as communication effectiveness, personalized engagement, transparency, and institutional trust. Findings indicate a strong positive perception of institutional communication, with 84% of respondents rating it as good or excellent. Similarly, 80% expressed satisfaction with the level of personalized engagement provided by their respective institutions. While loyalty initiatives, such as alumni programs and industry partnerships, were generally viewed positively, opportunities remain to enhance engagement, particularly among the 28% of respondents who expressed neutral attitudes toward current efforts. Transparency in institutional operations, including fee structures and program outcomes, received high approval ratings, as did the professionalism and responsiveness of administrative and academic staff. However, areas for further improvement were identified, particularly in the customization of communications and the development of more dynamic and inclusive loyalty-building programs. The study also highlights gaps in data governance practices and the integration of advanced technologies to support ongoing relationship management—particularly in post-graduation engagement and alumni services. These dimensions’ present valuable avenues for future research and institutional innovation. Overall, the findings suggest that while the relationship strategies of management education institutions in Bengaluru are effective in fostering brand loyalty and stakeholder satisfaction, continuous refinement and innovation are essential to address evolving stakeholder expectations and to sustain competitive differentiation in a dynamic educational landscape.