• Perica Macura Faculty of Economics University of Banja Luka, Bosnia and Herzegovina
  • Nedeljka Elez Faculty of Agriculture University of East Sarajevo, Bosnia and Herzegovina



marketing, service, higher education institutions, students, loyalty, future intentions


Applying the marketing concept in higher education can significantly improve the performance of these institutions. The role of marketing is particularly important in ensuring the loyalty of students and timely influence on their future intentions, especially nowadays when the decrease in the number of students is a big problem in our country, but also in neighboring countries. From the marketing aspect, this paper provides the results of research on the relationship between student loyalty and their future intentions in higher education. The research was conducted on students of two state universities in the Republic of Srpska. Research results show that there is a strong relationship between student loyalty and future intentions of students in higher education. The obtained results are significant for universities that want to keep students at the institution, but also to secure partners even after the completion of their studies.


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