What is it about?
The purpose of this paper is to offer empirical evidence on the role of self-esteem and social bonding in explaining citizenship behaviour of students at international university branch campuses (IBCs). This research demonstrates that students’ self-esteem and social bonds have positive direct effects on customer citizenship behaviour (CCB). Moreover, self-esteem has an indirect effect on CCB via intervening of attachment, commitment and involvement of social bonds.
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Why is it important?
Greater understanding of students’ citizenship behaviour may help transnational universities to improve relationship marketing strategy and enhance students’ campus experience.
Perspectives
Customer citizenship behaviour (CCB) of international university branch campus (IBC) students can be explained by self-consistency theory via mediation of social bonds from social bonding theory. To encourage CCB in IBCs, university management should target students who have high self-esteem, closely tied to parents and lecturers, committed to university, highly involved in co-curricular activities and comply with university regulations.
Dr VieMing Tan
Read the Original
This page is a summary of: Mediating effects of students’ social bonds between self-esteem and customer citizenship behaviour in the context of international university branch campuses, Asia Pacific Journal of Marketing and Logistics, April 2017, Emerald,
DOI: 10.1108/apjml-05-2016-0087.
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