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

Year 2018, Volume: 5 Issue: 3, 222 - 230, 30.09.2018

Alev Kocak Alan Ebru Tumer Kabadayi Nilsah Cavdar

Abstract

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.

Keywords

Student engagement, student emotions, student satisfaction, university image

References

• 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.