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Mediating effects of students’ social bonds between self-esteem and customer citizenship behaviour in the context of international university branch campuses

VieMing Tan (Faculty of Business and Design, Swinburne University of Technology (Sarawak Campus), Kuching, Malaysia) (International Business School, Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia)
Farzana Quoquab (International Business School, Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia)
Fauziah Sh. Ahmad (International Business School, Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia)
Jihad Mohammad (International Business School, Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 10 April 2017

932

Abstract

Purpose

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).

Design/methodology/approach

A sample of 400 students from four IBCs in Malaysia was administered in a questionnaire. Data were analysed using SPSS and partial least squares 3.0.

Findings

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.

Research limitations/implications

CCB of IBC students can be explained by self-consistency theory via mediation of social bonds from social bonding theory.

Practical implications

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.

Originality/value

Greater understanding of students’ citizenship behaviour may help transnational universities to improve relationship marketing strategy and enhance students’ campus experience.

Keywords

Acknowledgements

This research is indebted to the Research Micro Fund awarded from Swinburne University of Technology (Sarawak Campus). Moreover, special thanks are extended to the Swinburne Sarawak Research Ethics Working Group, and Swinburne's Human Research Ethics Committee (SUHREC) for providing extensive comments and suggestions on this research ethics application.

Citation

Tan, V., Quoquab, F., Ahmad, F.S. and Mohammad, J. (2017), "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, Vol. 29 No. 2, pp. 305-329. https://doi.org/10.1108/APJML-05-2016-0087

Publisher

:

Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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