UPSI Digital Repository (UDRep)
Start | FAQ | About

QR Code Link :

Type :article
Subject :HF Commerce
ISSN :2222-6990
Main Author :Zainol Zuraidah, Yahaya Rusliza, Osman Juliana, Mohamed Monizaihasra,
Title :Student engagement towards HEIs: relationship marketing perspective (IR)
Place of Production :HRMARS
Year of Publication :2017
PDF Full Text :The author has requested the full text of this item to be restricted.

Full Text :
To effectively retain high quality students, it is critical for the HEIs to provide an excellent customer experience across the student lifecycle. Thus, adopting the relationship marketing perspective, this study extends the Relationship Investment Model in order to identify the determinants student engagement with the institutions. Specifically, this study attempts to examine the effect of satisfaction, dimensions of relationship investment and alternative attractiveness on commitment, and consequently on the student engagement towards HEIs. The findings of this study are expected to reveal the significant predictors of student commitment and consequently on student engagement. The findings may as well provide the foundation that fit the HEIs to design an effective program that will engage the students and consequently ensure their relevance in the competitive educational world.

References
1. Ali, F., Zhou, Y., Hussain, K., Nair, P. K., & Ragavan, N. A. (2016). Does higher education service quality effect student satisfaction, image and loyalty?: A study of international students in Malaysian public universities. Quality Assurance in Education, 24(1), 70-94. doi: doi:10.1108/QAE-02-2014-0008 2. Alqahtani, A. A. (2011). Toward a clarification of the concept of relationship marketing. International Journal of Management, 28(2), 585 - 590. 3. Annamdevula, S., & Bellamkonda, R. S. (2016). The effects of service quality on student loyalty: the mediating role of student satisfaction. Journal of Modelling in Management, 11(2), 446-462. doi: doi:10.1108/JM2-04-2014-0031 4. Aurier, P., & de Lanauze, G. S. (2012). Impacts of perceived brand relationship orientation on attitudinal loyalty: An application to strong brands in the packaged goods sector. European Journal of Marketing, 46(11), 1602 - 1627. 5. Bennett, R., & Ali-Choudhury, R. (2009). Prospective Students' Perceptions of University Brands: An Empirical Study. Journal of Marketing for Higher Education, 19(1), 85-107. doi: 10.1080/08841240902905445 6. Bolton, R. N., Smith, A. K., & Wagner, J. (2003). Striking the Right Balance: Designing Service to Enhance Business-to-Business Relationships. Journal of Service Research, 5(4), 271-291. doi: 10.1177/1094670503005004001 7. Bowden, J. L. (2007). Segmenting customer-brand relationships : the process of customer engagement. Paper presented at the Australian and New Zealand Marketing Academy Conference (ANZMAC), Dunedin, New Zealand. http://hdl.handle.net/1959.14/71153 8. Bowden, J. L. (2009a). Customer Engagement: A Framework for Assessing Customer-Brand Relationships: The Case of the Restaurant Industry. Journal of Hospitality Marketing & Management Decision, 18(6), 574-596. doi: http://dx.doi.org/10.1080/19368620903024983 9. Bowden, J. L. (2009b). The Process of Customer Engagement: A Conceptual Framework. Journal of Marketing Theory and Practice, 17(1), 63-74. doi: 10.2753/MTP1069-6679170105 10. Breivik, E., & Thorbjornsen, H. (2008). Consumer brand relationships: an investigation of two alternative models. Journal of the Academy of Marketing Science, 36(4), 443-472. 11. Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2011). Customer Engagement: Conceptual Domain, Fundamental Propositions, and Implications for Research. Journal of Service Research, 14(3), 252-271. doi: 10.1177/1094670511411703 12. Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114. doi: 10.1016/j.jbusres.2011.07.029 13. Bugel, M. S., Buunk, A. P., & Verhoef, P. C. (2010). A comparison of customer commitment in five sectors using the psychological investment model. Journal of Relationship Marketing, 9(1), 2-29. doi: 10.1080/15332660903551883 14. Carter, S., & Yeo, A. C.-M. (2016). Students-as-customers’ satisfaction, predictive retention with marketing implications: The case of Malaysian higher education business students. International Journal of Educational Management, 30(5), 635-652. doi: doi:10.1108/IJEM-09-2014-0129 15. Carter, T. (2008). Customer Engagement and Behavioral Considerations. Journal of Strategic Marketing, 16(1), 21-26. doi: 10.1080/09652540701794387 16. Chee, C. M., Butt, M. M., Wilkins, S., & Ong, F. S. (2016). Country of origin and country of service delivery effects in transnational higher education: a comparison of international branch campuses from developed and developing nations. Journal of Marketing for Higher Education, 26(1), 86-102. doi: 10.1080/08841241.2015.1103352 17. Circles. (2010). Turning Emotion into Engagement: Utilizing the power of emotion to connect customers to your brand. Retrieved from http://www.circles.com/docs/CE%20Whitepaper_Engagement_071410.pdf 18. Clark, M., Fine, M. B., & Scheuer, C.-L. (2017). Relationship quality in higher education marketing: the role of social media engagement. Journal of Marketing for Higher Education, 27(1), 40-58. doi: 10.1080/08841241.2016.1269036 19. De Wulf, K., Odekerken-Schröder, G., & Iacobucci, D. (2001). Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration. Journal of Marketing, 65(4), 33-50. 20. Dorsch, M. J., Carison, L., Raymond, M. A., & Ranson, R. (2001). Customer Equity Management and Strategic Choices for Sales Managers. [Article]. Journal of Personal Selling & Sales Management, 21(2), 157 - 166. 21. Durkin, M., Howcroft, B., & Fairless, C. (2016). Product development in higher education marketing. International Journal of Educational Management, 30(3), 354-369. doi: doi:10.1108/IJEM-11-2014-0150 22. Eisingerich, A. B., & Rubera, G. (2010). Drivers of brand commitment: A cross-national investigation. Journal of International Marketing, 18(2), 64-79. 23. Flynn, L. M. (2012). An Exploration of Engagement: A Customer Perspective. Doctor of Philosophy, DePaul University, Chicago, Illinois. Retrieved from http://via.library.depaul.edu/csh_etd/8 24. Forbes. (2010). The New Rules of Engagement: CMOs Rethink Their Marketing Mix. Retrievedfrom http://www.forbes.com/forbesinsights/engagement/index.html 25. Ginman, C. (2011). [en-geyj-muh nt]: How are Brands Engaging and Building Relationships with Fans and Customers in Social Media? Media and Communication Studies Independent thesis Advanced level (degree of Master), Uppsala University, Uppsala, Sweden. Retrieved from http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-154320 26. Giovanis, A. (2016). Consumer-brand relationships’ development in the mobile internet market: evidence from an extended relationship commitment paradigm. Journal of Product & Brand Management, 25(6), 568-585. 27. Goodfriend, W., & Agnew, C. R. (2008). Sunken Costs and Desired Plans: Examining Different Types of Investments in Close Relationships. Personality and Social Psychology Bulletin, 34(12), 1639-1652. doi: 10.1177/0146167208323743 28. Guilbault, M. (2016). Students as customers in higher education: reframing the debate. Journal of Marketing for Higher Education, 26(2), 132-142. doi: 10.1080/08841241.2016.1245234 29. Haven, B. (2007). Marketing's New Key Metric: Engagement Forrester Research Report. Retrieved from http://www.adobe.com/engagement/pdfs/marketings_new_key_metric_engagement.pdf 30. Haven, B., & Vittal, S. (2008). Measuring Engagement. Forrester Research Reports. Retrieved from http://www.adobe.com/engagement/pdfs/measuring_engagement.pdf 31. Hemsley-Brown, J., Melewar, T. C., Nguyen, B., & Wilson, E. J. (2016). Exploring brand identity, meaning, image, and reputation (BIMIR) in higher education: A special section. Journal of Business Research, 69(8), 3019-3022. doi: http://dx.doi.org/10.1016/j.jbusres.2016.01.016 32. Hess, J., & Story, J. (2005). Trust-based commitment: multidimensional consumer-brand relationships. Journal of Consumer Marketing, 22(6), 313-322. 33. Hollebeek, L. D. (2009). Demystifying Customer Engagement: Toward the Development of a Conceptual Model Paper presented at the Australian & New Zealand Marketing Academy (ANZMAC), Crown Promenade, Melbourne, Australia. http://www.duplication.net.au/ANZMAC09/papers/ANZMAC2009-010.pdf 34. Huang, L. T., Cheng, T. C., & Farn, C. K. (2007). The Mediating Effect of Commitment on Customer Loyalty towards E-Brokerages: An Enhanced Investment Model. Total Quality Management, 18(7), 751-770. 35. Jan, M. T., & Ammari, D. (2016). Advertising online by educational institutions and students' reaction: a study of Malaysian Universities. Journal of Marketing for Higher Education, 26(2), 168-180. doi: 10.1080/08841241.2016.1245232 36. Jiang, J., Chou, T. J., & Tao, X. (2011). The Impact of Price Discount, Product Complementarity and Relational Investment on Customer Loyalty: Empirical Evidence from China’s Telecommunications Industry. Asian Journal of Marketing, 5(2011), 1-16. doi: 10.3923/ajm.2011.1.16 37. Kim, H.-Y., Kim, Y.-K., Jolly, L., & Fairhurst, A. (2008). Satisfied Customers’ Love toward Retailers: A Cross-Product Exploration. Advances in Consumer Research, 35(2008), 507-515. 38. Kotler, P., & Armstrong, G. (2010). Principles of Marketing (13th edition ed.). Singapore: Pearson Education International. 39. Le, B., & Agnew, C. R. (2003). Commitment and its theorized determinants: A meta-analysis of the Investment Model. Personal Relationships, 10(2003), 37-57. 40. Li, X. R., & Petrick, J. F. (2008). Examining the Antecedents of Brand Loyalty From an Investment Model Perspective. Journal of Travel Research, 47(1), 25-34. doi: 10.1177/0047287507312409 41. Louis, D., & Lombart, C. (2010). Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand). Journal of Product & Brand Management, 19(2), 114-130. doi: 10.1108/10610421011033467 42. Malciute, J. (2012). Customer Brand Engagement on Online Social Media Platforms: A Conceptual Model and Empirical Analysis. Master of Science in Marketing Master Thesis, Aarhus University, Aarhus. Retrieved from http://pure.au.dk/portal asbstudent/files/48031171/Thesis_FINAL.pdf 43. McEwen, W. J. (2004). Getting Emotional About Brands. Retrieved from http://www.adobe.com/engagement/pdfs/gmj_getting_emotional.pdf 44. Ministry of Education Malaysia. (2014). Indikator Pengajian Tinggi Malaysia 2013. Retrieved from http://www.mohe.gov.my/web_statistik/Indikator_Pengajian_Tinggi_Malaysia_2013.pdf 45. Moon, M. A., & Bonney, L. (2007). An application of the investment model to buyer–seller relationships: a dyadic perspective. Journal of Marketing Theory and Practice, 15(4), 335-347. doi: 10.2753/MTP1069-6679150404 46. Morais, D. B., Backman, S. J., & Dorsch, M. J. (2003). Toward the Operationalization of Resource Investments Made between Customers and Providers of a Tourism Service. Journal of Travel Research, 41(4), 362-374. doi: 10.1177/0047287503041004005 47. Ng, C. J. W. (2016). ‘Hottest brand, coolest pedagogy’: approaches to corporate branding in Singapore's higher education sector. Journal of Marketing for Higher Education, 26(1), 41-63. doi: 10.1080/08841241.2016.1146388 48. Nusair, K. K., Parsa, H. G., & Cobanoglu, C. (2011). Building a model of commitment for Generation Y: An empirical study on e-travel retailers. Tourism Management, 32(2011), 833-843. doi: 10.1016/j.tourman.2010.07.008 49. Nysveen, H., Pedersen, P. E., Thorbjornsen, H., & Berthon, P. (2005). Mobilizing the Brand: The Effects of Mobile Services on Brand Relationships and Main Channel Use. Journal of Service Research, 7(3), 257-276. doi: 10.1177/1094670504271151 50. Odekerken-Schroder, G., De Wulf, K., & Schumacherc, P. (2003). Strengthening outcomes of retailer–consumer relationships: The dual impact of relationship marketing tactics and consumer personality. Journal of Business Research, 56(3), 177- 190. doi: http://dx.doi.org/10.1016/S0148-2963(01)00219-3 51. Peoplemetrics. (2009). Most Engaged Customers (MEC) Study (2009). Retrieved from http://www.peoplemetrics.com/resources/2009_MEC_WhitePaper.pdf 52. Poole, S. M., Levin, M. A., & Elam, K. (2017). Getting out of the rankings game: a better way to evaluate higher education institutions for best fit. Journal of Marketing for Higher Education, 1-20. doi: 10.1080/08841241.2017.1311981 53. Rauschnabel, P. A., Krey, N., Babin, B. J., & Ivens, B. S. (2016). Brand management in higher education: The University Brand Personality Scale. Journal of Business Research, 69(8),3077-3086. doi: http://dx.doi.org/10.1016/j.jbusres.2016.01.023 54. Roberts, C., & Alpert, F. (2010). Total customer engagement: designing and aligning key strategic elements to achieve growth. Journal of Product & Brand Management, 19(3), 198-209. doi: 10.1108/10610421011046175 55. Rusbult, C. E. (1980). Commitment and satisfaction in romantic associations: A test of the investment model. [doi: 10.1016/0022-1031(80)90007-4]. Journal of Experimental Social Psychology, 16(2), 172-186. 56. Rusbult, C. E. (1983). A Longitudinal Test of the Investment Model: The Development (and Deterioration) of Satisfaction and Commitment in Heterosexual Involvements. Journal of Personality and Social Psychology, 45(1), 101-117. 57. Rusbult, C. E., Martz, J. M., & Agnew, C. R. (1998). The Investment Model Scale: Measuring commitment level, satisfaction level, quality of alternatives, and investment size. Personal Relationships, 5(4), 357-387. doi: 10.1111/j.1475-6811.1998.tb00177.x 58. Santini, F. D. O., Ladeira, W. J., Sampaio, C. H., & da Silva Costa, G. (2017). Student satisfaction in higher education: a meta-analytic study. Journal of Marketing for Higher Education, 27(1), 1-18. doi: 10.1080/08841241.2017.1311980 59. Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), 253-272. doi: 10.1108/00251741211203551 60. Schlesinger, W., Cervera, A., & Pérez-Cabañero, C. (2016). Sticking with your university: the importance of satisfaction, trust, image, and shared values. Studies in Higher Education, 1-17. 61. Schraft, C., & Micu, A. C. (2010). Building Customer Equity in a Multichannel World: The Strategic Content Engagement Process. White Paper. Retrieved from http://www.timeinccontentsolutions.com/downloads/tics_whitepaper_041610.pdf 62. Shi, G., Shi, Y., Chan, A. K. K., Liu, M. T., & Fam, K.-S. (2011). The role of renqing in mediating customer relationship investment and relationship commitment in China. [doi: 10.1016/j.indmarman.2010.12.005]. Industrial Marketing Management, 40(4), 496-502. 63. Singh, A., Kumar, B., & Singh, V. K. (2010). Customer Engagement: New Key Metric of Marketing. International Journal of Arts and Sciences, 3(13), 347 - 356. 64. Speak, K. D. (2010). The meaning behind customer engagement. Retrieved from http://www.brandtoolbox.com/blog/the-meaning-behind-customer-engagement/ 65. Sung, Y., & Campbell, W. K. (2009). Brand commitment in consumer-brand relationships: An investment model approach. Brand Management, 17(2), 97-113. 66. Sung, Y., & Choi, S. M. (2010). I won't leave you although you disappoint me: The interplay between satisfaction, investment and alternatives in determining consumer-brand relationship commitment. Psychology & Marketing, 27(11), 1050-1074. 67. Tripathi, M. N. (2009). Customer Engagement – Key to Successful Brand Building. Vilakshan, XIMB Journal of Management, 6(1), 131-140. 68. van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer Engagement Behavior: Theoretical Foundations and Research Directions.Journal of Service Research, 13(3), 253-266. doi: 10.1177/1094670510375599 69. Verhoef, P. C., Reinartz, W. J., & Krafft, M. (2010). Customer Engagement as a New Perspective in Customer Management. Journal of Service Research, 13(3), 247-252. doi: 10.1177/1094670510375461 70. Voyles, B. (2007). Beyond loyalty: Meeting the challenge of customer engagement. In R. Ramaswami (Ed.), The Economist. London: Economist Intelligence Unit. 71. Wang, F., & Head, M. (2007). How can the Web help build customer relationships? Information & Management, 44(2), 115-129. doi: 10.1016/j.im.2006.10.008 72. Yu, Y. (2015). Relationship investment and reciprocity: an empirical investigation. Journal of Business & Industrial Marketing, 30(5), 637-647. doi: doi:10.1108/JBIM-11-2013-0246

This material may be protected under Copyright Act which governs the making of photocopies or reproductions of copyrighted materials.
You may use the digitized material for private study, scholarship, or research.

Back to previous page

Installed and configured by Bahagian Automasi, Perpustakaan Tuanku Bainun, Universiti Pendidikan Sultan Idris
If you have enquiries with this repository, kindly contact us at pustakasys@upsi.edu.my or Whatsapp +60163630263 (Office hours only)