Abstract

To stay ahead of competition, a significant factor has now become of significance; student loyalty towards higher learning institutions. Hence, scholarship recipients have the expectation to demonstrate a certain degree of loyalty towards their education sponsor. In addition, they play an important role as opinion leaders and walking advertisement for these institutions. However, the challenge that is plaguing scholarship programmes is the probability of the recipients being loyal due to monetary incentives rather than the supremacy of the institution. In view of this, focus group interviews were conducted to explore respondents’ perspectives of their inclination towards the institution. This paper seeks to analyze loyalty themes that might surface as relevant to the development of loyalty among scholarship recipients. It centres on pertinent factors that emerge as important drivers of loyalty which will be of value to institutions in comprehending their students’ loyalty intensity.

Key words: Students’ loyalty, scholarship recipients, higher learning institutions.