nach oben

Service Business

Erschienen in:

21.01.2022 | Empirical article

Lifelong good soldiers of higher education institutions: driving factors and obstructions of alumni loyalty

verfasst von: Shih-Hao Wu, Stephen Chi-Tsun Huang, Ching-Yi Daphne Tsai

Erschienen in: Service Business | Ausgabe 2/2022

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

Abstract

Loyal customers are good soldiers who behave favorably toward service firms. As increasing number of universities are facing “a candle burning at both ends” due to low birth rate and high global competition, this study integrates alumni participation, alternative attractiveness, school prestige, and the relationship quality-based student loyalty model to verify leading variables that enhance alumni loyalty. A total of 412 questionnaires were collected from universities in Taiwan. Other than service quality and relationship quality, this study confirms the critical influence of alumni participation and school prestige on loyalty intention. The key mediation role of alumni participation is also revealed.

Vorheriger Artikel Impacts of customer incivility and abusive supervision on employee performance: a comparative study of the pre- and post-COVID-19 periods

Nächster Artikel The effects of gender and personality of robot assistants on customers’ acceptance of their service

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Nur mit Berechtigung zugänglich

Ajzen I, Driver BL (1992) Application of the theory of planned behavior in leisure choice. J Leisure Res 24:207–224. https://doi.org/10.1080/00222216.1992.11969889CrossRef

Alves H, Raposo M (2010) The influence of university image on student behavior. Int J Educ Manage 24(1):73–85. https://doi.org/10.1108/09513541011013060CrossRef

Anderson JC, Gerbing DW (1988) Structure equation modeling in practice: a review and recommended two-step approach. Psychol Bull 103(3):411–423. https://doi.org/10.1037/0033-2909.103.3.411CrossRef

Ashforth BE, Mael FA (1996) Organizational identity and strategy as a context for the individual. Adv Strateg Manage 13:19–64

Baker AR (2019) Implications of financial concerns for college goal commitment among undergraduate students in the United States. Soc Psychol Educ 22:63–89CrossRef

Bandura A (1991) Social-cognitive theory of self-regulation. Org Behav Hum Perform 50:248–287CrossRef

Bendapudi N, Leone RP (2003) Psychological implications of customer participation in coproduction. J Mark 67(1):14–28. https://doi.org/10.1509/jmkg.67.1.14.18592CrossRef

Berry LL (1995) Relationship marketing of services-growing interest, emerging perspectives. J Acad Mark Sci 23(4):236–245. https://doi.org/10.1177/009207039502300402CrossRef

Bhattacherjee A, Limayem M, Cheung CMK (2012) User switching of information technology: a theoretical synthesis and empirical test. Inform Manage 49(7–8):327–333. https://doi.org/10.1016/j.im.2012.06.002CrossRef

Brown RM, Mazzarol T (2009) The importance of institutional image to student satisfaction and loyalty within higher education. High Educ 58:81–95. https://doi.org/10.1007/s10734-008-9183-8CrossRef

Brown TJ, Dacin PA, Pratt MG, Whetten DA (2006) Identity, intended image, construed image, and reputation: an interdisciplinary framework and suggested terminology. J Acad Mark Sci 34(2):99–106. https://doi.org/10.1177/0092070305284969CrossRef

Campbell RM, Aiken D, Kent A (2004) Beyond BIRGing and CORFing: continuing the exploration of fan behavior. Sport Mark Q 13:151–157

Chang HH, Jeng DJF, Hamid MRA (2013) Conceptualising consumers’ word-of-mouth behavior intention: evidence from a university education services in Malaysia. Serv Bus 7:17–35. https://doi.org/10.1007/s11628-012-0142-1CrossRef

Chen PT, Hu HH (2010) The effect of relational benefits on perceived value in relation to customer loyalty: an empirical study in the Australian coffee outlets industry. Int J Hosp Manage 29(3):405–412. https://doi.org/10.1016/j.ijhm.2009.09.006CrossRef

Cialdini RB, Borden RJ, Thorne A, Walker MR, Freeman S, Sloan LR (1976) Basking in reflected glory: three football field studies. J Pers Soc Psychol 34:366–375. https://doi.org/10.1037/0022-3514.34.3.366CrossRef

Collier JE, Bienstock CC (2006) Measuring service quality in e-retailing. J Serv Res 8(3):260–275CrossRef

Cronin JJ, Taylor SA (1992) Measuring service quality: a reexamination and extension. J Mark 56(3):55–68. https://doi.org/10.2307/1252296CrossRef

Crosby LA, Evans KR, Cowles D (1990) Relationship quality in services selling: an interpersonal influence perspective. J Mark 54(3):68–81CrossRef

Diamantopoulos A, Riefler P, Roth KP (2008) Advancing formative measurement models. J Bus Res 61(12):1203–1218. https://doi.org/10.1016/j.jbusres.2008.01.009CrossRef

Dick AS, Basu K (1994) Customer loyalty: toward an integrated conceptual framework. J Acad Mark Sci 22:99–113. https://doi.org/10.1177/0092070394222001CrossRef

Dwyer FR, Schurr PH, Oh S (1987) Developing buyer-seller relationships. J Mark 51(2):11–27CrossRef

Fares D, Achour M, Kachkar O (2013) The impact of service quality, student satisfaction, and university reputation on student loyalty: a case study of international students in IIUM Malaysia. Inform Manag Bus Rev 5(12):584–590

Fornell C, Larcker D (1981) Evaluating structural equation models with unobservable variables and measurement error. J Mark Res 18(1):39–50CrossRef

Fornell C, Johnson MD, Anderson EW, Cha J, Bryant BE (1996) The American customer satisfaction index: nature, purpose, and findings. J Mark 60(4):7–18CrossRef

Foroudi P, Yu Q, Gupta S, Foroudi MM (2019) Enhancing university brand image and reputation through customer value co-creation behaviour. Technol Forecast Soc Chang 138:218–227CrossRef

Forsyth PB, Adams CM, Hoy WK (2011) Collective trust: why schools can’t improve without it. Teachers College Press, New York

Funk DC, Haugtvedt CP, Howard DR (2000) Contemporary attitude theory in sport: theoretical considerations and implications. Sport Manage Rev 3:124–144CrossRef

Gallo ML (2013) Higher education over a lifespan: a gown to grave assessment of a lifelong relationship between universities and their graduates. Stud High Educ 38(8):1150–1161. https://doi.org/10.1080/03075079.2013.833029CrossRef

Geyskens I, Steenkamp JEBM, Scheer LK, Kumar N (1996) The effects of trust and interdependence on relationship commitment: a trans-Atlantic study. Int J Res Mark 13(4):303–317CrossRef

Ghazali E, Nguyen B, Mutum DS, Mohd-Any AA (2016) Constructing online switching barriers: examining the effects of switching costs and alternative attractiveness on e-store loyalty in online pure-play retailers. Electron Mark 26(2):157–171CrossRef

Gustafsson A, Johnson MD, Roos I (2005) The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention. J Mark 69(4):210–218CrossRef

Hair JF, Sarstedt M, Ringle CM, Gudergan SP (2017) Advanced issues in partial least squares structural equation modeling. Sage Publications, California

Hambleton RK (1993) Translating achievement tests for use in cross-national studies. Eur J Psychol Assess 9(1):57–68

Hashim S, Mohd Yasin N, Ya’kob SA, (2020) What constitutes student–university brand relationship? Malaysian students’ perspective. J Mark High Educ 30(2):180–202CrossRef

Helgesen Ø, Nesset E (2007) What accounts for students’ loyalty? Some field study evidence. Int J Educ Manage 21(2):126–143CrossRef

Hennig-Thurau T, Langer MF, Hansen U (2001) Modeling and managing student loyalty: an approach based on the concept of relationship quality. J Serv Res 3(4):331–344CrossRef

Hollenbeck JR, Klein HJ (1987) Goal commitment and the goal-setting process: problems, proposals for future research. J Appl Psychol 72(2):212–220. https://doi.org/10.1037/0021-9010.72.2.212CrossRef

Holmes J (2009) Prestige, charitable deductions and other determinants of alumni giving: evidence from a highly selective liberal arts college. Econ Educ Rev 28:18–28CrossRef

Hsieh YC, Hiang ST (2004) A study of the impacts of service quality on relationship quality in search-experience-credence services. Total Qual Manage Bus Excell 15(1):43–58CrossRef

Hsueh CM (2019) Taiwan: higher education under pressure. Int High Educ 98:25–26

Huang JA, Lai CS, Hu JS, Weng RH (2014) The impact of market orientation on patient loyalty the mediation of relationship quality. Serv Bus 8:499–515. https://doi.org/10.1007/s11628-013-0204-zCrossRef

Hult GTM, Sharma PN, Morgeson FV, Zhang Y (2019) Antecedents and consequences of customer satisfaction: DO they differ across online and offline purchases? J Retail 95(1):10–23CrossRef

Jones MA, Mothersbaugh DL, Beatty SE (2000) Switching barriers and repurchase intentions in services. J Retail 76(2):259–274CrossRef

Kim S, Lee JS (2013) Is satisfaction enough to ensure reciprocity with upscale restaurants? The role of gratitude relative to satisfaction. Int J Hosp Manage 33:118–128. https://doi.org/10.1016/j.ijhm.2012.06.009CrossRef

Kim R, Jeon M, Lee H, Choi J, Lee J, Kim S, Lee S, Seo Y, Kwon J (2018a) Trend Korea 2018. Miraebook Publishing Co., Seoul

Kim MK, Park MC, Park JH, Kim J, Kim E (2018b) The role of multidimensional switching barriers on the cognitive and affective satisfaction-loyalty link in mobile communication services: coupling in moderating effects. Comput Hum Behav 87:212–223CrossRef

Koc E, Ulukoy M, Kilic R, Yumusak S, Bahar R (2017) The influence of customer participation on service failure perceptions. Total Qual Manage Bus Excell 28(3–4):390–404. https://doi.org/10.1080/14783363.2015.1090290CrossRef

Koenig-Lewis N, Asaad Y, Palmer A, Petersone E (2016) The effects of passage of time on alumni recall of ‘student experience.’ High Educ Q 70(1):59–80CrossRef

Kumar N, Hibbard JD, Stern LW (1994) The nature and consequences of marketing channel intermediary commitment. Mass, Cambridge

Kumar V, Pansari A (2016) Competitive advantage through engagement. J Mark Res 53(4):497–514CrossRef

Kumar V, Rajan B, Gupta S, Pozza ID (2019) Customer engagement in service. J Acad Mark Sci 47:138–160. https://doi.org/10.1007/s11747-017-0565-2CrossRef

Lee SM, Lee D (2020) “Untact”: a new customer service strategy in the digital age. Serv Bus 14(1):1–22. https://doi.org/10.1007/s11628-019-00408-2

Liang TP, Ho YT, Li YW, Turban E (2011) What drives social commerce: the role of social support and relationship quality. Int J Electron Commer 16(2):69–90. https://doi.org/10.2753/JEC1086-4415160204CrossRef

Locke EA, Latham GP (2002) Building a practically useful theory of goal setting and task motivation: a 35-year odyssey. Am Psychol 57(9):705–717CrossRef

Manzoor SR, Ho JSY, Al Mahmud A (2020) Revisiting the ‘university image model’ for higher education institutions’ sustainability. J Mark High Educ. https://doi.org/10.1080/08841241.2020.1781736CrossRef

Marioulas J (2019) Taiwan: Universities in an aging society. Int High Educ 98:23–25

Ministry of Education (2018) Analysis report of college enrollment from 2019 to 2034. http://stats.moe.gov.tw/files/analysis/108higherstudent.pdf. Accessed April 14 2021

Moliner-Velázquez B, Fuentes-Blasco M, Gil-Saura I (2021) Segmenting customers according to online word-of-mouth about hotels. Serv Bus 15:103–130. https://doi.org/10.1007/s11628-020-00435-4CrossRef

Moorman C, Deshpande R, Zaltman G (1993) Factors affecting trust in market research relationships. J Mark 57(1):81–101CrossRef

Morgan RF, Hunt SD (1994) The commitment-trust theory of relationship marketing. J Mark 58(July):20–38CrossRef

Ngobo PV (2004) Drivers of customers’ cross-buying intentions. Eur J Mark 38(9/10):1129–1157. https://doi.org/10.1108/03090560410548906CrossRef

Olavarría-Jaraba A, Cambra-Fierro JJ, Centeno E, Vázquez-Carrasco R (2018) Analyzing relationship quality and its contribution to consumer relationship proneness. Serv Bus 12:641–661. https://doi.org/10.1007/s11628-018-0362-0CrossRef

O’Loughlin D, MacPhail A, Msetfi R (2015) The rhetoric and reality of research reputation: ‘Fur coat and no knickers.’ Stud High Educ 40(5):806–820CrossRef

Osobajo OA, Moore D (2017) Methodological choices in relationship quality (RQ) research 1987 to 2015: a systematic literature review. J Relatsh Mark 16(1):40–81. https://doi.org/10.1080/15332667.2016.1242395CrossRef

Palmatier RW, Scheer LK, Houston MB, Evans KR, Gopalakrishna S (2007) Use of relationship marketing programs in building customer-salesperson and customer-firm relationships: differential influences on financial outcomes. Int J Res Mark 24:210–223CrossRef

Pansari A, Kumar V (2017) Customer engagement: the construct, antecedents, and consequences. J Acad Mark Sci 45:294–311. https://doi.org/10.1007/s11747-016-0485-6CrossRef

Park SH, Kim YM (2000) Conceptualizing and measuring the attitudinal loyalty construct in recreational sport contexts. J Sport Manage 14:197–207CrossRef

Pedro IM, Mendes JDC, Pereira LN (2020) Understanding alumni-alma mater commitment relationships upstream and downstream. J Mark High Educ. https://doi.org/10.1080/08841241.2020.1768200CrossRef

Perin MG, Sampaio CH, Simões C, de Pólvora RP (2012) Modeling antecedents of student loyalty in higher education. J Mark High Educ 22(1):101–116CrossRef

Roberts K, Varki S, Brodie R (2003) Measuring the quality of relationships in consumer services: an empirical study. Eur J Mark 37(1/2):169–196. https://doi.org/10.1108/03090560310454037CrossRef

Rossiter J (2002) The C-OAR-SE procedure for scale development in marketing. Int J Res Mark 19:305–335CrossRef

Sarstedt M, Hair JF, Nitzl C, Ringle CM, Howard MC (2020) Beyond a tandem analysis of SEM and PROCESS: use of PLS-SEM for mediation analyses! Int J Mark Res 62(3):288–299CrossRef

Schlesnger W, Cervera A, Pérez-Cabañero C (2017) Sticking with your university: the importance of satisfaction, trust, image, and shared values. Stud High Educ 42(12):2178–2194. https://doi.org/10.1080/03075079.2015.1136613CrossRef

Schuetze HG, Slowey M (2002) Participation and exclusion: a comparative analysis of non-traditional students and lifelong learners in higher education. High Educ 44(3–4):309–327CrossRef

Shabbir H, Palihawadana D, Thwaites D (2007) Determining the antecedents and consequences of donor-perceived relationship quality: a dimensional qualitative research approach. Psychol Mark 24(3):271–293CrossRef

Sharma N, Patterson PG (2000) Switching costs, alternative attractiveness and experience as moderators of relationship commitment in professional, consumer services. Int J Serv Ind Manag 11(5):470–490CrossRef

Shin MM, Noh EJ, Lee J (2018) Study abroad programs as a service convergence: an international marketing approach. Serv Bus 12:253–275. https://doi.org/10.1007/s11628-017-0345-6CrossRef

Singh R, Rosengren S (2020) Why do online grocery shoppers switch? An empirical investigation of drivers of switching in online grocery. J Retail Consum Serv 53:1–17CrossRef

Sirdeshmukh D, Singh J, Sabol B (2002) Consumer trust, value, and loyalty in relational exchanges. J Mark 66:15–37CrossRef

Snijders I, Wijnia L, Rikers RM, Loyens SM (2019) Alumni loyalty drivers in higher education. Soc Psychol Educ 22(3):607–627CrossRef

Snijders I, Wijnia L, Rikers RM, Loyens SM (2020) Building bridges in higher education: student-faculty relationship quality, student engagement, and student loyalty. Int J Educ Res 100:1–14. https://doi.org/10.1016/j.ijer.2020.101538CrossRef

Sorenson S, Adkins A (2014) Why customer engagement matters so much now. http://www.gallup.com/businessjournal/172637/why-customer-engagement-matters.aspx. Accessed April 14 2021

Tajfel H (1981) Human groups and social categories. Cambridge University Press, Cambridge

Thomas S (2011) What drives student loyalty in universities: an empirical model from India. Int Bus Res 4(2):183–192CrossRef

Tinto V (1993) Leaving college: rethinking the causes and cures of student attrition, 2d edn. University of Chicago Press, Chicago

Trusheim D, Crouse J (1981) Effects of college prestige on mem’s occupational status and income. Res High Educ 14(4):283–304CrossRef

Ulaga W, Eggert A (2006) Value-based differentiation in business relationships: gaining and sustaining key supplier status. J Mark 70(1):119–136CrossRef

Verhoef PC, Franses PH, Hoekstra JC (2002) The effect of relational constructs on customer referrals and number of services purchased from a multiservice provider: does age of relationship matter? J Acad Mark Sci 30(3):202–216CrossRef

Verhoef PC, Reinartz WJ, Krafft M (2010) Customer engagement as a new perspective in customer management. J Serv Res 13(3):247–252CrossRef

Vivek SD, Beatty SE, Morgan RM (2012) Customer engagement: exploring customer relationships beyond purchase. J Mark Theory Pract 20(2):122–146CrossRef

Witze A (2020) Universities will never be the same after the coronavirus crisis. Nature 582:162–164CrossRef

Wilkins S, Huisman J (2015) Factors affecting university image formation among prospective higher education students: the case of international branch campuses. Stud High Educ 40(7):1256–1272CrossRef

Wong S, Wong K (2011) Building relationship between education institutions and students: student loyalty in self-financed tertiary education. BIMA Bus Rev 22:1–31

Wu LW (2011) Satisfaction, inertia, and customer loyalty in the varying levels of the zone of tolerance and alternative attractiveness. J Serv Mark 25(5):310–322CrossRef

Wu SH, Tsai CYD, Hung CC (2012) Toward team or player? How trust, vicarious achievement motive, and identification affect fan loyalty. J Sport Manage 26:177–191CrossRef

Yi Y, Gong T (2008) If employees “go the extra mile”, do customers reciprocate with similar behavior? Psychol Mark 25(10):961–986. https://doi.org/10.1002/mar.20248CrossRef

Yi Y, Gong T (2013) Customer value co-creation behavior: scale development and validation. J Bus Res 66(9):1279–1284CrossRef

Yoshida M, Gordon B, Nakazawa M, Biscaia R (2014) Conceptualization and measurement of fan engagement: empirical evidence from a professional sport context. J Sport Manage 28:399–417. https://doi.org/10.1123/jsm.2013-0199CrossRef

Yuan YH, Wu CK (2008) Relationships among experiential marketing, experiential value, and customer satisfaction. J Hosp Tour Res 32(3):387–410. https://doi.org/10.1177/1096348008317392CrossRef

Zimmerman BJ, Bandura A, Martinez-Pons M (1992) Self-motivation for academic attainment: the role of self-efficacy beliefs and personal goal setting. Am Educ Res J 29(3):663–676CrossRef

Titel: Lifelong good soldiers of higher education institutions: driving factors and obstructions of alumni loyalty
verfasst von: Shih-Hao Wu
Stephen Chi-Tsun Huang
Ching-Yi Daphne Tsai
Publikationsdatum: 21.01.2022
Verlag: Springer Berlin Heidelberg
Erschienen in: Service Business / Ausgabe 2/2022
Print ISSN: 1862-8516
Elektronische ISSN: 1862-8508
DOI: https://doi.org/10.1007/s11628-021-00475-4

Springer Professional

Abstract

Bitte loggen Sie sich ein, um Zugang zu Ihrer Lizenz zu erhalten.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Wirtschaft"

Weitere Artikel der Ausgabe 2/2022

Predicting delays in service operations

Impacts of customer incivility and abusive supervision on employee performance: a comparative study of the pre- and post-COVID-19 periods

The reaction of coworking spaces to the COVID-19 pandemic. A dynamic capabilities perspective

Inherent paradoxes in the shift to autonomous solutions provision: a multilevel investigation of the shipping industry

Correction to: Current and future influences of COVID-19 on the knowledge management function of conventions and exhibitions

The effects of gender and personality of robot assistants on customers’ acceptance of their service