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UPSI Digital Repository (UDRep)
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| Abstract : Universiti Pendidikan Sultan Idris |
| This study attempts to determine the level of learner and customer identity among Malaysian students, their impact on academic performance (AP) and student-lecturer relationship (SLR) and the differences between students at public and private higher education institutions (HEIs). This study adopted a quantitative approach. Data collected from a sample of 400 students with at least in their second years of study 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 the high level of learner identity (LI), but low in customer identity (CI) among Malaysian university students. LI has a positive and significant effect on academic performance and student-lecturer relationship, but CI only has a significant negative effect on academic performance. All the relationships do not differ significantly across public and private HEIs. The findings add to the existing literature on the roles of learner and customer identity, provide fresh insight on how to increase student performance and engage the student in a stronger student-lecturer relationship and serve as a reference point that could stimulate and guide future research on the learner and customer identity different educational context. This study is still limited by several factors that require replication in future research. |
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