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Student Participation Behaviour outside the Classroom: Does Attitude Towards the University Brand Matter?

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  • Tamer H. Elsharnouby

    (Department of Management and Marketing, Qatar University, Doha, Qatar & Department of Business Administration, Cairo University, Giza, Egypt)

Abstract

Drawing on literature pertaining to services marketing, branding and higher education, this study empirically identifies the antecedents of student attitude towards university brand and examines the influence of brand attitude on student participation behaviour in the university services provision. With data collected from 379 students from a leading university in the Gulf region and using structural equation modeling, the study identifies three key antecedents of students' attitude — namely, perceived faculty competency, quality of interactions among students and quality of student–administrative/IT staff interaction. The study results also suggest that a favourable evaluation of university brand in students' minds will enhance their propensity to participate actively in university services provision. The paper concludes by discussing the managerial implications of the findings, and some directions for future research are suggested.

Suggested Citation

  • Tamer H. Elsharnouby, 2016. "Student Participation Behaviour outside the Classroom: Does Attitude Towards the University Brand Matter?," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 7(1), pages 27-41, January.
    • Handle: RePEc:igg:jcrmm0:v:7:y:2016:i:1:p:27-41
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    Cited by:

    1. Cleopatra Moipone Matli & Tshepo Tlapana & Raymond Hawkins-Mofokeng, 2021. "The role of branding in the choice of a university of technology: A study among first years students in Kwazulu-Natal," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 10(7), pages 342-352, October.

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