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Factors Affecting Customer Citizenship Behavior: A Model of University Students

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  • El Sayed A. Nagy
  • Wafaa Galal Marzouk

Abstract

The purpose of this research is to measure the dimensions of student citizenship behavior and the extent of student satisfaction, loyalty, commitment, and trust as integrated factors are antecedents of student citizenship behavior in universities. A sample of 400 students in two private universities in Egypt was selected randomly and a structured questionnaire was used to collect the research data. The student citizenship behavior was found to contain two types of voluntary behavior; voluntary cooperative behavior and voluntary participation behavior. Also, despite the strong and significant interrelationships between the four antecedents of student citizenship behavior, student satisfaction and loyalty can be considered the strongest antecedents of all dimensions of student citizenship behavior in universities. The main implication of this research is that universities should consider students as valuable resources in both their formal roles and voluntary behavior that support the educational environment of a university. The research suggests satisfied and loyal students provide advantages to their universities not only through spreading positive word of mouth about their universities, attending further education in the future and supporting their universities in the community but also through their positive voluntary behavior.

Suggested Citation

  • 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.
    • Handle: RePEc:ibn:ijmsjn:v:10:y:2018:i:1:p:54-70
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    References listed on IDEAS

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    1. David Chalcraft & Toni Hilton & Tim Hughes, 2015. "Customer, collaborator or co-creator? What is the role of the student in a changing higher education servicescape?," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 25(1), pages 1-4, January.
    2. Yong-Ki Lee & Byung-Ho Choi & Dong Jin Kim & Sunghyup Sean Hyun, 2014. "Relational benefits, their consequences, and customer membership types," The Service Industries Journal, Taylor & Francis Journals, vol. 34(3), pages 230-250, February.
    3. Gokiladevi Ponnusamy, 2015. "Customers as Volunteers? E-Customer Citizenship Behavior and Its Antecedents," Information Management and Business Review, AMH International, vol. 7(3), pages 50-58.
    4. Picón, Araceli & Castro, Ignacio & Roldán, José L., 2014. "The relationship between satisfaction and loyalty: A mediator analysis," Journal of Business Research, Elsevier, vol. 67(5), pages 746-751.
    5. Kaung-Hwa Chen & Kuo-Jung Hsieh & Feng-Hsiang Chang & Nai-Chia Chen, 2015. "The Customer Citizenship Behaviors of Food Blog Users," Sustainability, MDPI, vol. 7(9), pages 1-19, September.
    6. Johnson, Jennifer Wiggins & Rapp, Adam, 2010. "A more comprehensive understanding and measure of customer helping behavior," Journal of Business Research, Elsevier, vol. 63(8), pages 787-792, August.
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    Cited by:

    1. 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.
    2. Dang, Chau Ngoc Bao & Nguyen, Duc Thai & Le, Tung Thanh & Nguyen, Vu Hoang & Nguyen, Luan Thanh, 2023. "Factors influencing student citizenship behavior (SCB) and long–term student relationship orientation (LRO) in Vietnamese education sector," EconStor Conference Papers 278069, ZBW - Leibniz Information Centre for Economics.
    3. Yangpeng Lin & Yeongbae Choe, 2022. "Impact of Luxury Hotel Customer Experience on Brand Love and Customer Citizenship Behavior," Sustainability, MDPI, vol. 14(21), pages 1-14, October.

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    More about this item

    Keywords

    student citizenship behavior; student satisfaction; loyalty; commitment; trust;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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