STUDENT RETENTION AS A BEHAVIORAL INDICATOR OF RELATIONSHIP MARKETING EFFECTIVENESS: A COHORT-BASED ANALYSIS IN A PHILIPPINE STATE UNIVERSITY

This study examines student retention as a behavioral indicator of relationship marketing effectiveness in selected academic programs at a provincial state university in the Philippines. A descriptive quantitative design was employed using cohort-based analysis of institutional enrollment records from the Registrar’s Office. The study covers five undergraduate programs: BS Information Systems, BS Tourism Management, Bachelor of Elementary Education, BA Political Science, and BS Accounting Information Systems, across cohorts from Class of 2022 to Class of 2025. Retention rates were computed by comparing initial and end-of-period enrollment for each cohort and program. Findings revealed variations in retention across programs, with BS Tourism Management and BS Accounting Information Systems demonstrating consistently high retention, while Bachelor of Elementary Education and BA Political Science showed moderate but improving rates, and BS Information Systems exhibited fluctuating patterns. The results suggest that student retention varies according to program characteristics and cohort conditions. From a relationship marketing perspective, higher retention reflects stronger student satisfaction, engagement, and commitment, whereas lower or inconsistent retention indicates the need for improved support and engagement strategies. The study concludes that student retention serves as a meaningful indicator of relationship marketing effectiveness and recommends program-specific, data-driven retention initiatives to enhance institutional performance and student success.