Institutions of higher education (IHEs) are competing to recruit students in a crowded market with the number of colleges on the increase and the number of high school seniors declining. IHEs are looking for effective ways to recruit students and increase retention and graduation rates. Relationship marketing (RM) is an approach from business that…

This dissertation uses a mixed-methods design to examine persistence into the second year by students' parental education level. The institution selected for this dissertation is Temple University, a large, urban, public university in the Northeast. Using Tinto's (1993) model of student departure as a conceptual framework, the quantitative…