IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i2p918-d1024741.html
   My bibliography  Save this article

Education Beats at the Heart of the Sustainability in Thailand: The Role of Institutional Awareness, Image, Experience, and Student Volunteer Behavior

Author

Listed:
  • Mohsin Raza

    (Faculty of Hospitality and Tourism, Prince of Songkla University, Phuket Campus, Phuket 83120, Thailand)

  • Rimsha Khalid

    (Faculty of Hospitality and Tourism, Prince of Songkla University, Phuket Campus, Phuket 83120, Thailand)

  • Larisa Ivascu

    (Faculty of Management in Production and Transportation, Politehnica University of Timisoara, 300191 Timisoara, Romania)

  • Jati Kasuma

    (Head, Sustainable Cooperative Business Group (RIG), Faculty Business and Management, University Teknologi MARA, Sarawak Branch, Jalan Meranek, Kota Samarahan 94300, Sarawak, Malaysia)

Abstract

The grim effects of COVID-19 have widely obstructed every sector of life, and the education sector is not an exception. The physical meeting restrictions, lockdowns, social distancing, and movement control orders increased the dropouts of students in educational institutes. These dropouts compromised the contribution of the educational sector to the gross domestic product (GDP) and worsened the economic situation. The spike of COVID-19 shaped a curve of fears, and students are clueless as to how to mitigate its affects. Therefore, this study proposes an implication of a rare phenomenon termed as student volunteering behavior. Student volunteering behavior has the capacity to turn existing students into advocates of the institute, a great assistance to attract potential students and bring back the dropout students. This study suggests that educational institutes in Thailand should provide a better experience to students, strengthen the institute’s image, and make students aware of their services. Their memorable experiences of institutional services will enhance students’ loyalty and urge them to exhibit volunteering behavior. The result of this study indicates significant fallout of institute experience and image to student loyalty and to the student volunteering behavior. However, the study unveiled insignificant results of the relationship between institute awareness to the student loyalty and student volunteering behavior. Furthermore, the study proposes directions for further studies based on the rarer limitations.

Suggested Citation

  • Mohsin Raza & Rimsha Khalid & Larisa Ivascu & Jati Kasuma, 2023. "Education Beats at the Heart of the Sustainability in Thailand: The Role of Institutional Awareness, Image, Experience, and Student Volunteer Behavior," Sustainability, MDPI, vol. 15(2), pages 1-16, January.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:2:p:918-:d:1024741
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/2/918/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/2/918/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    2. L. Zarantonello & B.H. Schmitt, 2010. "Using the Brand Experience Scale to Profile Consumers and Predict Consumer Behavior," Post-Print hal-00799093, HAL.
    3. Andrew D. Eaton & Francisco Ibáñez-Carrasco & Shelley L. Craig & Soo Chan Carusone & Michael Montess & Gordon A. Wells & Galo F. Ginocchio, 2018. "A blended learning curriculum for training peer researchers to conduct community-based participatory research," Action Learning: Research and Practice, Taylor & Francis Journals, vol. 15(2), pages 139-150, May.
    4. Polo, Yolanda & Sese, F. Javier & Verhoef, Peter C., 2011. "The Effect of Pricing and Advertising on Customer Retention in a Liberalizing Market," Journal of Interactive Marketing, Elsevier, vol. 25(4), pages 201-214.
    5. Sarstedt, Marko & Ringle, Christian M. & Smith, Donna & Reams, Russell & Hair, Joseph F., 2014. "Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers," Journal of Family Business Strategy, Elsevier, vol. 5(1), pages 105-115.
    6. Jui-Chang Cheng & She-Juang Luo & Chang-Hua Yen & Ya-Fang Yang, 2016. "Brand attachment and customer citizenship behaviors," The Service Industries Journal, Taylor & Francis Journals, vol. 36(7-8), pages 263-277, June.
    7. Muddassar Sarfraz & Larisa Ivascu & Radian Belu & Alin Artene, 2021. "Accentuating the interconnection between business sustainability and organizational performance in the context of the circular economy: The moderating role of organizational competitiveness," Business Strategy and the Environment, Wiley Blackwell, vol. 30(4), pages 2108-2118, May.
    8. Van Tonder, E. & Fullerton, S. & De Beer, L.T. & Saunders, S.G., 2023. "Social and personal factors influencing green customer citizenship behaviours: The role of subjective norm, internal values and attitudes," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    9. Joseph F. Hair & G. Tomas M. Hult & Christian M. Ringle & Marko Sarstedt & Kai Oliver Thiele, 2017. "Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods," Journal of the Academy of Marketing Science, Springer, vol. 45(5), pages 616-632, September.
    10. Hendra Pratama, 2017. "The Effect of Brand Image, Price, and Brand Awareness on Brand Loyalty, The Rule of Customer Satisfaction as a Mediating Variable," GATR Journals gjbssr469, Global Academy of Training and Research (GATR) Enterprise.
    11. Bartikowski, Boris & Walsh, Gianfranco, 2011. "Investigating mediators between corporate reputation and customer citizenship behaviors," Journal of Business Research, Elsevier, vol. 64(1), pages 39-44, January.
    12. Hans Baumgartner & Bert Weijters & Rik Pieters, 2021. "The biasing effect of common method variance: some clarifications," Journal of the Academy of Marketing Science, Springer, vol. 49(2), pages 221-235, March.
    13. Ching-Yi Daphne Tsai & Shih-Hao Wu & Stephen Chi-Tsun Huang, 2017. "From mandatory to voluntary: consumer cooperation and citizenship behaviour," The Service Industries Journal, Taylor & Francis Journals, vol. 37(7-8), pages 521-543, June.
    14. Bove, Liliana L. & Pervan, Simon J. & Beatty, Sharon E. & Shiu, Edward, 2009. "Service worker role in encouraging customer organizational citizenship behaviors," Journal of Business Research, Elsevier, vol. 62(7), pages 698-705, July.
    15. Dang, Anh & Arndt, Aaron D., 2017. "How personal costs influence customer citizenship behaviors," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 173-181.
    16. Karjaluoto, Heikki & Jayawardhena, Chanaka & Leppäniemi, Matti & Pihlström, Minna, 2012. "How value and trust influence loyalty in wireless telecommunications industry," Telecommunications Policy, Elsevier, vol. 36(8), pages 636-649.
    17. Yi, Youjae & Nataraajan, Rajan & Gong, Taeshik, 2011. "Customer participation and citizenship behavioral influences on employee performance, satisfaction, commitment, and turnover intention," Journal of Business Research, Elsevier, vol. 64(1), pages 87-95, January.
    18. Nyadzayo, Munyaradzi W. & Khajehzadeh, Saman, 2016. "The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 262-270.
    19. Yi, Youjae & Gong, Taeshik, 2013. "Customer value co-creation behavior: Scale development and validation," Journal of Business Research, Elsevier, vol. 66(9), pages 1279-1284.
    20. El Sayed A. Nagy & Wafaa Galal Marzouk, 2018. "Factors Affecting Customer Citizenship Behavior: A Model of University Students," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(1), pages 54-70, March.
    21. Jin Ho Jung & Jay Jaewon Yoo, 2017. "Customer-to-customer interactions on customer citizenship behavior," Service Business, Springer;Pan-Pacific Business Association, vol. 11(1), pages 117-139, March.
    22. repec:ucp:bkecon:9780226316529 is not listed on IDEAS
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Debashish Sengupta & Aniisu K. Verghese & Maciej Rys, 2023. "Motivations of Volunteering during Crises—Perspectives of Polish Youths during the Ukrainian Refugee Crisis," Administrative Sciences, MDPI, vol. 13(2), pages 1-20, February.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mitrega, Maciej & Klézl, Vojtěch & Spáčil, Vojtěch, 2022. "Systematic review on customer citizenship behavior: Clarifying the domain and future research agenda," Journal of Business Research, Elsevier, vol. 140(C), pages 25-39.
    2. Utkarsh, & Gupta, Roopak Kumar, 2022. "Effects of confidence and social benefits on consumers’ extra-role and in-role behaviors: A social identity and social exchange perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    3. Ahmed Hassan Abdou & Hossam Said Shehata & Hassan Marzok Elsayed Mahmoud & Azzam Ibrahem Albakhit & Muhanna Yousef Almakhayitah, 2022. "The Effect of Environmentally Sustainable Practices on Customer Citizenship Behavior in Eco-Friendly Hotels: Does the Green Perceived Value Matter?," Sustainability, MDPI, vol. 14(12), pages 1-19, June.
    4. Dang, Anh & Arndt, Aaron D., 2017. "How personal costs influence customer citizenship behaviors," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 173-181.
    5. Assiouras, Ioannis & Skourtis, George & Giannopoulos, Antonios & Buhalis, Dimitrios & Koniordos, Michalis, 2019. "Value co-creation and customer citizenship behavior," Annals of Tourism Research, Elsevier, vol. 78(C), pages 1-1.
    6. Yi-Ching Hsieh & Hung-Chang Chiu & Yun-Chia Tang & Wei-Yun Lin, 2018. "Does Raising Value Co-creation Increase All Customers’ Happiness?," Journal of Business Ethics, Springer, vol. 152(4), pages 1053-1067, November.
    7. Emmanuel Silva Quaye & Cleopatra Taoana & Russell Abratt & Peter Anabila, 2022. "Customer advocacy and brand loyalty: the mediating roles of brand relationship quality and trust," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 363-382, July.
    8. Bassam Dalal & Ahmad Aljarah, 2021. "How Brand Symbolism, Perceived Service Quality, and CSR Skepticism Influence Consumers to Engage in Citizenship Behavior," Sustainability, MDPI, vol. 13(11), pages 1-18, May.
    9. Ye Sang & Eunkyoung Han, 2023. "A win‐win way for corporate and stakeholders to achieve sustainable development: Corporate social responsibility value co‐creation scale development and validation," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(3), pages 1177-1190, May.
    10. Bu, Yi & Parkinson, Joy & Thaichon, Park, 2022. "Influencer marketing: Homophily, customer value co-creation behaviour and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    11. Revilla-Camacho, María Ángeles & Vega-Vázquez, Manuela & Cossío-Silva, Francisco José, 2015. "Customer participation and citizenship behavior effects on turnover intention," Journal of Business Research, Elsevier, vol. 68(7), pages 1607-1611.
    12. Georgia Katsifaraki, 2018. "Value creation in the market ecosystem: A Service-Dominant logic perspective," University of Cyprus Working Papers in Economics 14-2018, University of Cyprus Department of Economics.
    13. Xin Zhang & Jun Wan & Yongsheng Jin, 2023. "Exploring the Outcomes of Customer Engagement in DSR: The Role of Affective Commitment and Gamification Affordance," Sustainability, MDPI, vol. 15(6), pages 1-16, March.
    14. Fangwei Liao & Qingyi Wei & Anya Li & Jin Yang, 2023. "Link Virtual Community Interaction and Citizenship Behavior of Fitness Club Customers: The Role of Psychological Empowerment and Sense of Community," Sustainability, MDPI, vol. 15(3), pages 1-19, January.
    15. Koryoe Anim-Wright & Rhodalene Amartey, 2024. "The Effect of Customer Citizenship Behavior and Customer Entitlement," International Journal of Business and Management, Canadian Center of Science and Education, vol. 19(2), pages 129-129, March.
    16. Hongsheng Zhang & Zhenfeng Cheng & Xin Chen, 2022. "How Destination Social Responsibility Affects Tourist Citizenship Behavior at Cultural Heritage Sites? Mediating Roles of Destination Reputation and Destination Identification," Sustainability, MDPI, vol. 14(11), pages 1-17, June.
    17. Won-Moo Hur & Tae-Won Moon & Hanna Kim, 2020. "When does customer CSR perception lead to customer extra-role behaviors? The roles of customer spirituality and emotional brand attachment," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 421-437, July.
    18. Paramita, Widya & Chan Nhu, Huynh Ba & Ngo, Liem Viet & Minh Tran, Quan Ha & Gregory, Gary, 2021. "Brand experience and consumers' social interactive engagement with brand page: An integrated-marketing perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    19. Ching-Yi Daphne Tsai & Shih-Hao Wu & Stephen Chi-Tsun Huang, 2017. "From mandatory to voluntary: consumer cooperation and citizenship behaviour," The Service Industries Journal, Taylor & Francis Journals, vol. 37(7-8), pages 521-543, June.
    20. Tonder, Estelle van & Saunders, Stephen Graham & Lisita, Inonge Theresa & de Beer, Leon Tielman, 2018. "The importance of customer citizenship behaviour in the modern retail environment: Introducing and testing a social exchange model," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 92-102.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2023:i:2:p:918-:d:1024741. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.