Effect of Self-Esteem on Customer Citizenship Behaviours among International University Branch Campus Students

Volume: 6 Number: 3 May 1, 2016
  • VieMing Tan
  • Farzana Quoquab
  • Fauziah Sh. Ahmad
  • Jihad Mohammad
EN

Effect of Self-Esteem on Customer Citizenship Behaviours among International University Branch Campus Students

Abstract

Major universities have expanded overseas by establishing international branch campuses (IBCs) since the mid-1990s. Many campuses have only been in operation for a decade. Hence, engagement of students is valuable to assist in the design, development, and review of transnational programmes. Customer citizenship behaviours (CCBs) of individual student such as self-willingness to provide constructive feedback to university and help other students are valuable to improve university operation efficiency. Most CCB antecedents have been found based on social exchange theory by believing that customer reciprocates positive behaviour for rewarding those who benefit them. However, Rosenberg (1965) uses self-consistency theory to argue that self-esteem influences behaviour due to self-consistency motive. This research argues that it is still not clear whether the self-esteem leads to pro-social responses among students. Hence, this research aims to examine effect of self-esteem on CCB among IBC students. A sample of 400 students from four IBCs in Malaysia was collected via survey questionnaire. The collected data were analysed using SPSS and PLS3 which empirically support that self-esteem has positive effect on all three CCB dimensions. Thus, CCBs of IBC students are explained by self-consistency theory in which students perform CCB with the motive of maintaining self-image.

Keywords

Details

Primary Language

English

Subjects

-

Journal Section

-

Authors

VieMing Tan This is me

Farzana Quoquab This is me

Fauziah Sh. Ahmad This is me

Jihad Mohammad This is me

Publication Date

May 1, 2016

Submission Date

May 1, 2016

Acceptance Date

-

Published in Issue

Year 2016 Volume: 6 Number: 3

APA
Tan, V., Quoquab, F., Ahmad, F. S., & Mohammad, J. (2016). Effect of Self-Esteem on Customer Citizenship Behaviours among International University Branch Campus Students. International Review of Management and Marketing, 6(3), 467-475. https://izlik.org/JA66KM49LW
AMA
1.Tan V, Quoquab F, Ahmad FS, Mohammad J. Effect of Self-Esteem on Customer Citizenship Behaviours among International University Branch Campus Students. IRMM. 2016;6(3):467-475. https://izlik.org/JA66KM49LW
Chicago
Tan, VieMing, Farzana Quoquab, Fauziah Sh. Ahmad, and Jihad Mohammad. 2016. “Effect of Self-Esteem on Customer Citizenship Behaviours Among International University Branch Campus Students”. International Review of Management and Marketing 6 (3): 467-75. https://izlik.org/JA66KM49LW.
EndNote
Tan V, Quoquab F, Ahmad FS, Mohammad J (May 1, 2016) Effect of Self-Esteem on Customer Citizenship Behaviours among International University Branch Campus Students. International Review of Management and Marketing 6 3 467–475.
IEEE
[1]V. Tan, F. Quoquab, F. S. Ahmad, and J. Mohammad, “Effect of Self-Esteem on Customer Citizenship Behaviours among International University Branch Campus Students”, IRMM, vol. 6, no. 3, pp. 467–475, May 2016, [Online]. Available: https://izlik.org/JA66KM49LW
ISNAD
Tan, VieMing - Quoquab, Farzana - Ahmad, Fauziah Sh. - Mohammad, Jihad. “Effect of Self-Esteem on Customer Citizenship Behaviours Among International University Branch Campus Students”. International Review of Management and Marketing 6/3 (May 1, 2016): 467-475. https://izlik.org/JA66KM49LW.
JAMA
1.Tan V, Quoquab F, Ahmad FS, Mohammad J. Effect of Self-Esteem on Customer Citizenship Behaviours among International University Branch Campus Students. IRMM. 2016;6:467–475.
MLA
Tan, VieMing, et al. “Effect of Self-Esteem on Customer Citizenship Behaviours Among International University Branch Campus Students”. International Review of Management and Marketing, vol. 6, no. 3, May 2016, pp. 467-75, https://izlik.org/JA66KM49LW.
Vancouver
1.VieMing Tan, Farzana Quoquab, Fauziah Sh. Ahmad, Jihad Mohammad. Effect of Self-Esteem on Customer Citizenship Behaviours among International University Branch Campus Students. IRMM [Internet]. 2016 May 1;6(3):467-75. Available from: https://izlik.org/JA66KM49LW