Negative Customer Engagement Behavior Intention in Higher Education Under the Lens of Theory of Planned Behavior: A Structural Equation Model
Main Article Content
Abstract
The current literature focuses mainly on the positive valence of customer engagement (CE), hence it still lacks studies on negative CE. Studies from a marketing perspective in higher education also pay attention to promoting students’ satisfaction and keeping them positively engaged with their higher education institute (HEI). This study aims to examine the negative CE behavior intention of students within the HEI community under the impact of academic aspect quality, which is one of the core elements in HE service quality. The theory of planned behavior (TPB) is used as a new lens to measure the effects of the attitudinal components of negative CE behavior. The empirical results confirm the negative impact of academic aspect quality on student intention to negatively engage with school. It also reveals the positive impact of dissatisfaction on negative CE behavior intention within HEIs. It suggests that dissatisfaction derived from perceived academic aspect quality is a remarkable predictor of student negative engagement behavior intention within HEIs. Some practical implications for practitioners are also presented in this paper.
Keywords:
Academic aspect quality, satisfaction, negative valence, customer engagement behavior, higher education.
References
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Bijmolt, T. H. A. et al. (2010). Analytics for Customer Engagement. Journal of Service Research, 13(3), 341-356. https://doi.org/10.1177/1094670510375603
Blasco-Arcas, L. et al. (2016). Engagement platforms. Journal of Service Theory and Practice, 26(5), 559-589. https://doi.org/10.1108/JSTP-12-2014-0286
Bolton, R. N. (2011). Comment: Customer Engagement. Journal of Service Research, 14(3), 272-274. https://doi.org/10.1177/1094670511414582
Bowden, J. L. H. (2009). The Process of Customer Engagement: A Conceptual Framework. Journal of Marketing Theory and Practice, 17(1), 63-74. https://doi.org/10.2753/MTP1069-6679170105
Brodie, R. J. et al. (2011). Customer Engagement. Journal of Service Research, 14(3), 252-271. https://doi.org/10.1177/1094670511411703
Calma, A., & Dickson-Deane, C. (2020). The student as customer and quality in higher education. International Journal of Educational Management, 34(8), 1221-1235. https://doi.org/10.1108/IJEM-03-2019-0093
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Chebat, J. C. et al. (2005). Silent Voices. Journal of Service Research, 7(4), 328-342. https://doi.org/10.1177/1094670504273965
Chohan, S. (2017). Influencer Marketing for Gen Z: 4 Keys to Success. Linkfluence. https://www.linkfluence.com/blog/influencer-marketing-for-gen-z
Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3), 55. https://doi.org/10.2307/1252296
DeShields, O. W. et al. (2005). Determinants of business student satisfaction and retention in higher education: applying Herzberg’s two‐factor theory. International Journal of Educational Management, 19(2), 128–139. https://doi.org/10.1108/09513540510582426
Dill, D. D. (2003). Allowing the Market to Rule: The Case of the United States. Higher Education Quarterly, 57(2), 136–157. https://doi.org/10.1111/1468-2273.00239
Dolan, R. et al. (2019). Social media engagement behavior. European Journal of Marketing, 53(10), 2213-2243. https://doi.org/10.1108/EJM-03-2017-0182
Dollinger, M. et al. (2018). Co-creation in higher education: Towards a conceptual model. Journal of Marketing for Higher Education, 28(2), 210-231. https://doi.org/10.1080/08841241.2018.1466756
Elliott, K. M., & Healy, M. A. (2001). Key Factors Influencing Student Satisfaction Related to Recruitment and Retention. Journal of Marketing for Higher Education, 10(4), 1-11. https://doi.org/10.1300/J050v10n04_01
Evans, E., F. et al. (2014). How students’ ethnicity influences their respect for teachers. Asian Review of Accounting, 22(2), 159-178. https://doi.org/10.1108/ARA-01-2014-0001
Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. Philosophy and Rhetoric, 10(2), 130–132. https://doi.org/https://philpapers.org/rec/FISBAI
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Gong, T. (2018). Customer brand engagement behavior in online brand communities. Journal of Services Marketing, 32(3), 286-299. https://doi.org/10.1108/JSM-08-2016-0293
Griffith, J. (1996). Test of a Model of the Organizational Antecedents of Parent Involvement and Satisfaction with Public Education. Human Relations, 49(12), 1549-1571. https://doi.org/10.1177/001872679604901204
Harter, J. K. et al. (2002). Business-unit-level relationship between employee satisfaction, employee engagement, and business outcomes: A meta-analysis. Journal of Applied Psychology, 87(2), 268-279. https://doi.org/https://doi.org/10.1037/0021-9010.87.2.268
Heinonen, K. (2018). Positive and negative valence influencing consumer engagement. Journal of Service Theory and Practice, 28(2), 147-169. https://doi.org/10.1108/JSTP-02-2016-0020
Hemsley‐Brown, J., & Oplatka, I. (2006). Universities in a competitive global marketplace. International Journal of Public Sector Management, 19(4), 316-338. https://doi.org/10.1108/09513550610669176
Hoogland, J. J., & Boomsma, A. (1998). Robustness Studies in Covariance Structure Modeling. Sociological Methods & Research, 26(3), 329-367. https://doi.org/10.1177/0049124198026003003
Huisman, J., & Currie, J. (2004). Accountability in higher education: Bridge over troubled water? Higher Education, 48(4), 529-551. https://doi.org/10.1023/B:HIGH.0000046725.16936.4c
Icli, G. E., & Anil, N. K. (2014). The HEDQUAL scale: A new measurement scale of service quality for MBA programs in higher education. South African Journal of Business Management, 45(3), 31-43. https://doi.org/10.4102/sajbm.v45i3.129
Islam, J. U., & Rahman, Z. (2016). The transpiring journey of customer engagement research in marketing. Management Decision, 54(8), 2008-2034. https://doi.org/10.1108/MD-01-2016-0028
Jaakkola, E., & Alexander, M. (2014). The Role of Customer Engagement Behavior in Value Co-Creation. Journal of Service Research, 17(3), 247-261. https://doi.org/10.1177/1094670514529187
Kaushal, V., & Ali, N. (2020). University Reputation, Brand Attachment and Brand Personality as Antecedents of Student Loyalty: A Study in Higher Education Context. Corporate Reputation Review, 23(4), 254-266. https://doi.org/10.1057/s41299-019-00084-y
Kumar, V. et al. (2010). Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value. Journal of Service Research, 13(3), 297-310. https://doi.org/10.1177/1094670510375602
Le, D. M. T. et al. (2021). Service quality in higher education: Applying HEdPERF scale in Vietnamese universities. Ho Chi Minh City Open University Journal of Science-Social Sciences, 11(1), 101-115. https://doi.org/10.46223/HCMCOUJS.soci.en.11.1.1905.2021
Lung-Guang, N. (2019). Decision-making determinants of students participating in MOOCs: Merging the theory of planned behavior and self-regulated learning model. Computers & Education, 134, 50–62. https://doi.org/10.1016/j.compedu.2019.02.004
Marketing Science Institute (2010). https://www.msi.org/
Martirosyan, N. (2015). An examination of factors contributing to student satisfaction in Armenian higher education. International Journal of Educational Management, 29(2), 177-191. https://doi.org/10.1108/IJEM-09-2013-0143
Marzo Navarro, M. et al. (2005). A new management element for universities: Satisfaction with the offered courses. International Journal of Educational Management, 19(6), 505–526. https://doi.org/10.1108/09513540510617454
Maslowska, E. et al. (2015). The Customer Engagement Ecosystem. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.2694040
Molesworth, M. et al. (Eds.) (2011). The marketization of higher education and the student as consumer. Routledge.
Murray, K. B. (1991). A Test of Services Marketing Theory: Consumer Information Acquisition Activities. Journal of Marketing. https://doi.org/https://doi.org/10.1177/002224299105500102
Naidoo, R. (2018). The competition fetish in higher education: Shamans, mind snares and consequences. European Educational Research Journal, 17(5), 605–620. https://doi.org/10.1177/1474904118784839
Naumann, K. et al. (2017). Exploring customer engagement valences in the social services. Asia Pacific Journal of Marketing and Logistics, 29(4), 890-912. https://doi.org/10.1108/APJML-08-2016-0144
Ng, S. C. et al. (2020). Customer Engagement: A Systematic Review and Future Research Priorities. Australasian Marketing Journal, 28(4), 235-252. https://doi.org/10.1016/j.ausmj.2020.05.004
Obermeit, K. (2012). Students’ choice of universities in Germany: structure, factors and information sources used. Journal of Marketing for Higher Education, 22(2), 206-230. https://doi.org/10.1080/08841241.2012.737870
Palmatier, R. W. et al. (Eds.) (2018). Customer Engagement Marketing. Springer International Publishing. https://doi.org/10.1007/978-3-319-61985-9
Parasuraman, A. et al. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40. https://doi.org/https://psycnet.apa.org/record/1989-10632-001
Patti, C. H., & Chen, C. H. (2009). Types of Word-of-Mouth Messages: Information Search and Credence-Based Services. Journal of Promotion Management, 15(3), 357-381. https://doi.org/10.1080/10496490903185760
Peruta, A., & Shields, A. B. (2018). Marketing your university on social media: A content analysis of Facebook post types and formats. Journal of Marketing for Higher Education, 28(2), 175-191. https://doi.org/10.1080/08841241.2018.1442896
Pham, H. H. et al. (2019). The Role of Subjective Task Value in Forming Satisfaction and Loyalty Among Vietnamese International Students: A Structural Equation Model. The Asia-Pacific Education Researcher, 28(5), 399-409. https://doi.org/10.1007/s40299-019-00439-3
Pringle, J., & Fritz, S. (2019). The university brand and social media: using data analytics to assess brand authenticity. Journal of Marketing for Higher Education, 29(1), 19–44. https://doi.org/10.1080/08841241.2018.1486345
Pringle, J., & Huisman, J. (2011). Understanding Universities in Ontario, Canada: An Industry Analysis Using Porter’s Five Forces Framework. Canadian Journal of Higher Education, 41(3), 58. https://doi.org/10.47678/cjhe.v41i3.2489
Procter, L. et al. (2019). Understanding use of consumer protection tools among Internet gambling customers: Utility of the Theory of Planned Behavior and Theory of Reasoned Action. Addictive Behaviors, 99, 106050. https://doi.org/10.1016/j.addbeh.2019.106050
Rissanen, H., & Luoma-Aho, V. (2016). (Un)willing to engage? First look at the engagement types of millennials. Corporate Communications: An International Journal, 21(4), 500–515. https://doi.org/10.1108/CCIJ-06-2015-0038
Sharif, K., & Sidi Lemine, M. (2021). Customer service quality, emotional brand attachment and customer citizenship behaviors: Findings from an emerging higher education market. Journal of Marketing for Higher Education, 1-26. https://doi.org/10.1080/08841241.2021.1949659
Singh, J. et al. (2014). Consumer perceptions of cobrands: The role of brand positioning strategies. Marketing Intelligence & Planning, 32(2), 145-159. https://doi.org/10.1108/MIP-03-2013-0055
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