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BEYOND OBVIOUS BEHAVIOR PATTERNS IN UNIVERSITIES: STUDENT ENGAGEMENT WITH THE UNIVERSITY

Yıl 2018, Cilt: 5 Sayı: 3, 222 - 230, 30.09.2018

Öz

Purpose- This study aims to provide a model to help universities gain competitive
advantage by analyzing the factors that influence student engagement with the
university.

Methodology- Survey method was used to test the hypothesized effects in the proposed
model and 432 people were surveyed. Survey results were analyzed by structural
equation modelling.

Findings- As a result of the research, all hypothesized effects in the proposed
model, a positive effect of university image on both positive emotions, and
student satisfaction, a negative effect of it on negative emotions, a positive
effect of positive emotions on student satisfaction, a negative effect of
negative emotions on student satisfaction, and a positive effect of student
satisfaction on student engagement with the university, were supported.







Conclusion- Emotions and
satisfaction have the great importance in the emergence of student engagement
with the university. Handling university image as a starting point in the study
with the prediction that the university image is also important for students'
engagement behavior is supported by significant results.

Kaynakça

  • Aghaz, A., Hashemi, A., Sharifi Atashgah, M. S. (2015). Factors contributing to university image: the postgraduate students’ points of view. Journal of Marketing for Higher Education, 25(1), 104-126.
  • Anderson, J. C., Gerbing, D. W. (1988). Structural equation modeling in practice: a review and recommended two-step approach. Psychological bulletin, 103(3), 411.
  • Arpan, L. M., Raney, A. A., Zivnuska, S. (2003). A cognitive approach to understanding university image. Corporate Communications: An International Journal, 8(2), 97-113.
  • Bagozzi, R. P., Gopinath, M., Nyer, P. U. (1999). The role of emotions in marketing. Journal of the academy of marketing science, 27(2), 184-206.
  • Bell, S. J. (1999). Image and consumer attraction to intraurban retail areas: an environmental psychology approach. Journal of Retailing and Consumer services, 6(2), 67-78.
  • Blasco-Arcas, L., Hernandez-Ortega, B. I., Jimenez-Martinez, J. (2016). Engagement platforms: the role of emotions in fostering customer engagement and brand image in interactive media. Journal of Service Theory and Practice, 26(5), 559-589.
  • Bringula, R. P., Basa, R. S. (2011). Institutional image indicators of three universities: basis for attracting prospective entrants. Educational Research for Policy and Practice, 10(1), 53-72.
  • Bush, V., Ferrell, O. C., Thomas Jr, J. L. (1998). Marketing the business school: an exploratory investigation. Journal of Marketing Education, 20(1), 16-23.
  • Cambra-Fierro, J., Melero-Polo, I., Sese, F. J. (2016). Can complaint-handling efforts promote customer engagement?. Service Business, 10(4), 847-866.
  • Cambra-Fierro, J. J., Melero-Polo, I., Vázquez-Carrasco, R. (2013). Customer engagement: Innovation in non-technical marketing processes. Innovation, 15(3), 326-336.
  • Cheung, C. M., Shen, X. L., Lee, Z. W., Chan, T. K. (2015). Promoting sales of online games through customer engagement. Electronic Commerce Research and Applications, 14(4), 241-250.
  • Chitturi, R. (2009). Emotions by design: a consumer perspective. International Journal of Design, 3(2).
  • Duarte, P. O., Alves, H. B., Raposo, M. B. (2010). Understanding university image: a structural equation model approach. International Review on Public and Nonprofit Marketing, 7(1), 21-36.
  • Fornell, C., Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.
  • Giannakis-Bompolis, C., Boutsouki, C. (2014). Customer relationship management in the era of social web and social customer: an investigation of customer engagement in the Greek retail banking sector. Procedia-Social and Behavioral Sciences, 148, 67-78.
  • Gilboa, S., Rafaeli, A. (2003). Store environment, emotions and approach behaviour: applying environmental aesthetics to retailing. The International Review of Retail, Distribution and Consumer Research, 13(2), 195-211.
  • Guolla, M. (1999). Assessing the teaching quality to student satisfaction relationship: applied customer satisfaction research in the classroom. Journal of marketing theory and practice, 7(3), 87-97.
  • Helgesen, Ø., Nesset, E. (2007). Images, satisfaction and antecedents: drivers of student loyalty? A case study of a Norwegian university college. Corporate Reputation Review, 10(1), 38-59.
  • Hollebeek, L. (2011). Exploring customer brand engagement: definition and themes. Journal of strategic Marketing, 19(7), 555-573.
  • Hollebeek, L. D. (2013). The customer engagement/value interface: an exploratory investigation. Australasian Marketing Journal (AMJ), 21(1), 17-24.
  • Islam, J. U., Rahman, Z. (2016). Linking customer engagement to trust and word-of-mouth on Facebook brand communities: an empirical study. Journal of Internet Commerce, 15(1), 40-58.
  • Jani, D., Han, H. (2013). Personality, social comparison, consumption emotions, satisfaction, and behavioral intentions: how do these and other factors relate in a hotel setting?. International Journal of Contemporary Hospitality Management, 25(7), 970-993.
  • Kazoleas, D., Kim, Y., Anne Moffitt, M. (2001). Institutional image: a case study. Corporate Communications: an international journal, 6(4), 205-216.
  • Krathwohl, D. (1997). Methods of educational and social science research: an integrated approach (2nd ed.). Glen View, IL: Addison Wesley Longman.
  • Liljander, V., Strandvik, T. (1997). Emotions in service satisfaction. International Journal of service industry management, 8(2), 148-169.
  • Marič, M., Pavlin, J., Ferjan, M. (2010). Educational institution's image: a case study. Organizacija, 43(2), 58-65.
  • Mazaheri, E., Richard, M. O., Laroche, M., Ueltschy, L. C. (2014). The influence of culture, emotions, intangibility, and atmospheric cues on online behavior. Journal of Business Research, 67(3), 253-259.
  • Mohd Yasin, N., Nasser Noor, M., Mohamad, O. (2007). Does image of country-of-origin matter to brand equity?. Journal of Product & brand management, 16(1), 38-48.
  • Mehrabian, A., Russell, J. A. (1974). An approach to environmental psychology. the MIT Press.
  • Nguyen, N., LeBlanc, G. (2001). Image and reputation of higher education institutions in students’ retention decisions. International Journal of Educational Management, 15(6), 303-311.
  • Nunally, J. C. (1978). Psychometric theory, 2nd edn. McGraw-Hill, New York.
  • Palacio, A., Díaz Meneses, G., Pérez Pérez, P. J. (2002). The configuration of the university image and its relationship with the satisfaction of students. Journal of Educational administration, 40(5), 486-505.
  • Pansari, A., Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294-311.
  • Parameswaran, R., Glowacka, A. E. (1995). University image: an information processing perspective. Journal of Marketing for HIGHER EDUCATION, 6(2), 41-56.
  • Sevier, R. A. (1994). Image is everything--strategies for measuring, changing, and maintaining your institution's image. College and University, 69(2), 60-75.
  • Standifird, S. S. (2005). Reputation among peer academic institutions: an investigation of the US news and world report's rankings. Corporate Reputation Review, 8(3), 233-244.
  • So, K. K. F., King, C., Sparks, B. (2014). Customer engagement with tourism brands: scale development and validation. Journal of Hospitality & Tourism Research, 38(3), 304-329.
  • Solomon, M., Russell-Bennett, R., Previte, J. (2012). Consumer behaviour. Pearson Higher Education AU.
  • Thakur, R. (2016). Understanding customer engagement and loyalty: a case of mobile devices for shopping. Journal of Retailing and Consumer Services, 32, 151-163.
  • Theus, K. T. (1993). Academic reputations: the process of formation and decay. Public Relations Review, 19(3), 277-291.
  • Treadwell, D. F., Harrison, T. M. (1994). Conceptualizing and assessing organizational image: model images, commitment, and communication. Communications Monographs, 61(1), 63-85.
  • Vigoda-Gadot, E., Vinarski-Peretz, H., Ben-Zion, E. (2003). Politics and image in the organizational landscape: an empirical examination among public sector employees. Journal of Managerial Psychology, 18(8), 764-787.
  • Wilkins, S., Huisman, J. (2013). Student evaluation of university image attractiveness and its impact on student attachment to international branch campuses. Journal of Studies in International Education, 17(5), 607-623.
Yıl 2018, Cilt: 5 Sayı: 3, 222 - 230, 30.09.2018

Öz

Kaynakça

  • Aghaz, A., Hashemi, A., Sharifi Atashgah, M. S. (2015). Factors contributing to university image: the postgraduate students’ points of view. Journal of Marketing for Higher Education, 25(1), 104-126.
  • Anderson, J. C., Gerbing, D. W. (1988). Structural equation modeling in practice: a review and recommended two-step approach. Psychological bulletin, 103(3), 411.
  • Arpan, L. M., Raney, A. A., Zivnuska, S. (2003). A cognitive approach to understanding university image. Corporate Communications: An International Journal, 8(2), 97-113.
  • Bagozzi, R. P., Gopinath, M., Nyer, P. U. (1999). The role of emotions in marketing. Journal of the academy of marketing science, 27(2), 184-206.
  • Bell, S. J. (1999). Image and consumer attraction to intraurban retail areas: an environmental psychology approach. Journal of Retailing and Consumer services, 6(2), 67-78.
  • Blasco-Arcas, L., Hernandez-Ortega, B. I., Jimenez-Martinez, J. (2016). Engagement platforms: the role of emotions in fostering customer engagement and brand image in interactive media. Journal of Service Theory and Practice, 26(5), 559-589.
  • Bringula, R. P., Basa, R. S. (2011). Institutional image indicators of three universities: basis for attracting prospective entrants. Educational Research for Policy and Practice, 10(1), 53-72.
  • Bush, V., Ferrell, O. C., Thomas Jr, J. L. (1998). Marketing the business school: an exploratory investigation. Journal of Marketing Education, 20(1), 16-23.
  • Cambra-Fierro, J., Melero-Polo, I., Sese, F. J. (2016). Can complaint-handling efforts promote customer engagement?. Service Business, 10(4), 847-866.
  • Cambra-Fierro, J. J., Melero-Polo, I., Vázquez-Carrasco, R. (2013). Customer engagement: Innovation in non-technical marketing processes. Innovation, 15(3), 326-336.
  • Cheung, C. M., Shen, X. L., Lee, Z. W., Chan, T. K. (2015). Promoting sales of online games through customer engagement. Electronic Commerce Research and Applications, 14(4), 241-250.
  • Chitturi, R. (2009). Emotions by design: a consumer perspective. International Journal of Design, 3(2).
  • Duarte, P. O., Alves, H. B., Raposo, M. B. (2010). Understanding university image: a structural equation model approach. International Review on Public and Nonprofit Marketing, 7(1), 21-36.
  • Fornell, C., Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.
  • Giannakis-Bompolis, C., Boutsouki, C. (2014). Customer relationship management in the era of social web and social customer: an investigation of customer engagement in the Greek retail banking sector. Procedia-Social and Behavioral Sciences, 148, 67-78.
  • Gilboa, S., Rafaeli, A. (2003). Store environment, emotions and approach behaviour: applying environmental aesthetics to retailing. The International Review of Retail, Distribution and Consumer Research, 13(2), 195-211.
  • Guolla, M. (1999). Assessing the teaching quality to student satisfaction relationship: applied customer satisfaction research in the classroom. Journal of marketing theory and practice, 7(3), 87-97.
  • Helgesen, Ø., Nesset, E. (2007). Images, satisfaction and antecedents: drivers of student loyalty? A case study of a Norwegian university college. Corporate Reputation Review, 10(1), 38-59.
  • Hollebeek, L. (2011). Exploring customer brand engagement: definition and themes. Journal of strategic Marketing, 19(7), 555-573.
  • Hollebeek, L. D. (2013). The customer engagement/value interface: an exploratory investigation. Australasian Marketing Journal (AMJ), 21(1), 17-24.
  • Islam, J. U., Rahman, Z. (2016). Linking customer engagement to trust and word-of-mouth on Facebook brand communities: an empirical study. Journal of Internet Commerce, 15(1), 40-58.
  • Jani, D., Han, H. (2013). Personality, social comparison, consumption emotions, satisfaction, and behavioral intentions: how do these and other factors relate in a hotel setting?. International Journal of Contemporary Hospitality Management, 25(7), 970-993.
  • Kazoleas, D., Kim, Y., Anne Moffitt, M. (2001). Institutional image: a case study. Corporate Communications: an international journal, 6(4), 205-216.
  • Krathwohl, D. (1997). Methods of educational and social science research: an integrated approach (2nd ed.). Glen View, IL: Addison Wesley Longman.
  • Liljander, V., Strandvik, T. (1997). Emotions in service satisfaction. International Journal of service industry management, 8(2), 148-169.
  • Marič, M., Pavlin, J., Ferjan, M. (2010). Educational institution's image: a case study. Organizacija, 43(2), 58-65.
  • Mazaheri, E., Richard, M. O., Laroche, M., Ueltschy, L. C. (2014). The influence of culture, emotions, intangibility, and atmospheric cues on online behavior. Journal of Business Research, 67(3), 253-259.
  • Mohd Yasin, N., Nasser Noor, M., Mohamad, O. (2007). Does image of country-of-origin matter to brand equity?. Journal of Product & brand management, 16(1), 38-48.
  • Mehrabian, A., Russell, J. A. (1974). An approach to environmental psychology. the MIT Press.
  • Nguyen, N., LeBlanc, G. (2001). Image and reputation of higher education institutions in students’ retention decisions. International Journal of Educational Management, 15(6), 303-311.
  • Nunally, J. C. (1978). Psychometric theory, 2nd edn. McGraw-Hill, New York.
  • Palacio, A., Díaz Meneses, G., Pérez Pérez, P. J. (2002). The configuration of the university image and its relationship with the satisfaction of students. Journal of Educational administration, 40(5), 486-505.
  • Pansari, A., Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294-311.
  • Parameswaran, R., Glowacka, A. E. (1995). University image: an information processing perspective. Journal of Marketing for HIGHER EDUCATION, 6(2), 41-56.
  • Sevier, R. A. (1994). Image is everything--strategies for measuring, changing, and maintaining your institution's image. College and University, 69(2), 60-75.
  • Standifird, S. S. (2005). Reputation among peer academic institutions: an investigation of the US news and world report's rankings. Corporate Reputation Review, 8(3), 233-244.
  • So, K. K. F., King, C., Sparks, B. (2014). Customer engagement with tourism brands: scale development and validation. Journal of Hospitality & Tourism Research, 38(3), 304-329.
  • Solomon, M., Russell-Bennett, R., Previte, J. (2012). Consumer behaviour. Pearson Higher Education AU.
  • Thakur, R. (2016). Understanding customer engagement and loyalty: a case of mobile devices for shopping. Journal of Retailing and Consumer Services, 32, 151-163.
  • Theus, K. T. (1993). Academic reputations: the process of formation and decay. Public Relations Review, 19(3), 277-291.
  • Treadwell, D. F., Harrison, T. M. (1994). Conceptualizing and assessing organizational image: model images, commitment, and communication. Communications Monographs, 61(1), 63-85.
  • Vigoda-Gadot, E., Vinarski-Peretz, H., Ben-Zion, E. (2003). Politics and image in the organizational landscape: an empirical examination among public sector employees. Journal of Managerial Psychology, 18(8), 764-787.
  • Wilkins, S., Huisman, J. (2013). Student evaluation of university image attractiveness and its impact on student attachment to international branch campuses. Journal of Studies in International Education, 17(5), 607-623.
Toplam 43 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Articles
Yazarlar

Alev Kocak Alan 0000-0002-1060-1593

Ebru Tumer Kabadayi Bu kişi benim 0000-0002-0673-6866

Nilsah Cavdar 0000-0003-0734-3930

Yayımlanma Tarihi 30 Eylül 2018
Yayımlandığı Sayı Yıl 2018 Cilt: 5 Sayı: 3

Kaynak Göster

APA Alan, A. K., Kabadayi, E. T., & Cavdar, N. (2018). BEYOND OBVIOUS BEHAVIOR PATTERNS IN UNIVERSITIES: STUDENT ENGAGEMENT WITH THE UNIVERSITY. Research Journal of Business and Management, 5(3), 222-230.
AMA Alan AK, Kabadayi ET, Cavdar N. BEYOND OBVIOUS BEHAVIOR PATTERNS IN UNIVERSITIES: STUDENT ENGAGEMENT WITH THE UNIVERSITY. RJBM. Eylül 2018;5(3):222-230.
Chicago Alan, Alev Kocak, Ebru Tumer Kabadayi, ve Nilsah Cavdar. “BEYOND OBVIOUS BEHAVIOR PATTERNS IN UNIVERSITIES: STUDENT ENGAGEMENT WITH THE UNIVERSITY”. Research Journal of Business and Management 5, sy. 3 (Eylül 2018): 222-30.
EndNote Alan AK, Kabadayi ET, Cavdar N (01 Eylül 2018) BEYOND OBVIOUS BEHAVIOR PATTERNS IN UNIVERSITIES: STUDENT ENGAGEMENT WITH THE UNIVERSITY. Research Journal of Business and Management 5 3 222–230.
IEEE A. K. Alan, E. T. Kabadayi, ve N. Cavdar, “BEYOND OBVIOUS BEHAVIOR PATTERNS IN UNIVERSITIES: STUDENT ENGAGEMENT WITH THE UNIVERSITY”, RJBM, c. 5, sy. 3, ss. 222–230, 2018.
ISNAD Alan, Alev Kocak vd. “BEYOND OBVIOUS BEHAVIOR PATTERNS IN UNIVERSITIES: STUDENT ENGAGEMENT WITH THE UNIVERSITY”. Research Journal of Business and Management 5/3 (Eylül 2018), 222-230.
JAMA Alan AK, Kabadayi ET, Cavdar N. BEYOND OBVIOUS BEHAVIOR PATTERNS IN UNIVERSITIES: STUDENT ENGAGEMENT WITH THE UNIVERSITY. RJBM. 2018;5:222–230.
MLA Alan, Alev Kocak vd. “BEYOND OBVIOUS BEHAVIOR PATTERNS IN UNIVERSITIES: STUDENT ENGAGEMENT WITH THE UNIVERSITY”. Research Journal of Business and Management, c. 5, sy. 3, 2018, ss. 222-30.
Vancouver Alan AK, Kabadayi ET, Cavdar N. BEYOND OBVIOUS BEHAVIOR PATTERNS IN UNIVERSITIES: STUDENT ENGAGEMENT WITH THE UNIVERSITY. RJBM. 2018;5(3):222-30.

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