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Effect of self-esteem on customer citizenship behaviors among international university branch campus students

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...

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Main Authors: Tan, Vie Ming, Quoquab, Farzana, Ahmad, Fauziah Sh., Mohammad, Jihad
Format: Article
Published: Econjournals 2016
Subjects:
HG Finance
Online Access:http://eprints.utm.my/id/eprint/71279/
https://www.scopus.com/inward/record.uri?eid=2-s2.0-84979032223&partnerID=40&md5=12732944e0abd90cb161b3c25852cbe7
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spelling my.utm.712792017-11-16T09:55:14Z http://eprints.utm.my/id/eprint/71279/ Effect of self-esteem on customer citizenship behaviors among international university branch campus students Tan, Vie Ming Quoquab, Farzana Ahmad, Fauziah Sh. Mohammad, Jihad HG Finance 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 behaviors (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 behavior for rewarding those who benefit them. However, Rosenberg (1965) uses self-consistency theory to argue that self-esteem influences behavior 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 analyzed using SPSS and partial least squares 3.0 (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. Econjournals 2016 Article PeerReviewed Tan, Vie Ming and Quoquab, Farzana and Ahmad, Fauziah Sh. and Mohammad, Jihad (2016) Effect of self-esteem on customer citizenship behaviors among international university branch campus students. International Review of Management and Marketing, 6 (3). pp. 467-475. ISSN 2146-4405 https://www.scopus.com/inward/record.uri?eid=2-s2.0-84979032223&partnerID=40&md5=12732944e0abd90cb161b3c25852cbe7
institution Universiti Teknologi Malaysia
building UTM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Malaysia
content_source UTM Institutional Repository
url_provider http://eprints.utm.my/
topic HG Finance
spellingShingle HG Finance
Tan, Vie Ming
Quoquab, Farzana
Ahmad, Fauziah Sh.
Mohammad, Jihad
Effect of self-esteem on customer citizenship behaviors among international university branch campus students
description 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 behaviors (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 behavior for rewarding those who benefit them. However, Rosenberg (1965) uses self-consistency theory to argue that self-esteem influences behavior 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 analyzed using SPSS and partial least squares 3.0 (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.
format Article
author Tan, Vie Ming
Quoquab, Farzana
Ahmad, Fauziah Sh.
Mohammad, Jihad
author_facet Tan, Vie Ming
Quoquab, Farzana
Ahmad, Fauziah Sh.
Mohammad, Jihad
author_sort Tan, Vie Ming
title Effect of self-esteem on customer citizenship behaviors among international university branch campus students
title_short Effect of self-esteem on customer citizenship behaviors among international university branch campus students
title_full Effect of self-esteem on customer citizenship behaviors among international university branch campus students
title_fullStr Effect of self-esteem on customer citizenship behaviors among international university branch campus students
title_full_unstemmed Effect of self-esteem on customer citizenship behaviors among international university branch campus students
title_sort effect of self-esteem on customer citizenship behaviors among international university branch campus students
publisher Econjournals
publishDate 2016
url http://eprints.utm.my/id/eprint/71279/
https://www.scopus.com/inward/record.uri?eid=2-s2.0-84979032223&partnerID=40&md5=12732944e0abd90cb161b3c25852cbe7
_version_ 1643656156687630336
score 13.211869

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