UPSI Digital Repository (UDRep)
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UPSI Digital Repository (UDRep)
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| Abstract : Universiti Pendidikan Sultan Idris |
| Marketization has forced higher education institutions (HEIs) to pursue student-as-customer
(SAC) orientation. Despite its advantages, it has been raised that SAC could create more harm
that may affect the pursuit to produce quality and balanced graduates. Much research has
addressed the issue, but there remain paucity of empirical research on the extent to which
students have embraced the CI and the impact of CI among students. Hence, this study attempts
to determine the level of CI among Malaysian undergraduate students and the impact of CI on
academic performance and student-lecturer relationship. This study adopted the positivist,
deductive and quantitative approach. A sample consisted of 300 students with at least in their
second years of study. The sample was selected using a cluster sampling method. Data were
collected using a self-administered questionnaire and analysed using descriptive statistics and
structural equation modelling (SEM). The findings reveal that only a small number of students at
Malaysia HEIs embrace the CI. The effect of CI is only significant on academic performance,
not a student-lecturer relationship. CI negatively affect academic performance, indicating the
higher the CI, the lower the student academic performance. The findings enrich the
understanding of the roles of CI among HEIs students and serve as a reference point that could
stimulate and guide future research on the CI, particularly in Malaysia educational context. |
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