01511nas a2200157   4500008004100000245008100041210006900122260000900191300001000200490000700210520096800217653001401185100002101199700001601220856011701236       2001                        eng d00aUniversity Experiences, the Student-College Relationship, and Alumni Support0 aUniversity Experiences the StudentCollege Relationship and Alumn  c2001  a21-430 v103 aUniversity administrators have begun to more aggressively adopt many of the techniques associated with relationship marketing. This would seem like a perfect strategy for a university as loyal alumni can do such things as offer personal recommendations to help build enrollments, participate in alumni functions, purchase universitybranded products, and enroll in professional education courses. However, there are many unexamined questions regarding the nature and impact of alumni relationships with the university. This paper explores the impacts of the alumni-university relationship and alumni assessments of their college experiences on important expressions of loyalty. A sample of alumni who had graduated three to eight years prior to the study completed a telephone survey. The results provide support for the impact of these variables on current behavior and behavioral intentions. Implications of these findings for university marketers are discussed.10aMarketing1 aMcAlexander, Jim1 aKoenig, Hal  u/biblio/university-experiences-student-college-relationship-and-alumni-support-0