Cross-cultural Research in Alumni Loyalty: An Empirical Study among Master Students from German and Russian Universities

Iskhakova, Lilia; Hilbert, Andreas; Joehnk, Peter

doi:10.1080/10495142.2020.1760995

Cited by 15 publications

(19 citation statements)

References 58 publications

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“…Similarly, El-Adly (2019) investigated the association between customer perceived value, customer satisfaction, and customer loyalty and found that customer satisfaction was positively correlated to customer loyalty. Thus, it is hypothesised that: H 1: Customer satisfaction has a direct positive effect on customer loyalty Service quality plays an important role in influencing customer satisfaction (Chawla & Joshi, 2017;Gong & Yi, 2018;Iskhakova et al, 2020;Liat et al, 2017;Teka & Sharma, 2017). B.L.…”

Section: Development Of Research Hypotheses and Research Modelmentioning

confidence: 99%

Understanding mediators and moderators of the effect of customer satisfaction on loyalty

Chikazhe

Makanyeza

Chigunhah

2021

Cogent Business & Management

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Customer satisfaction, loyalty and corporate image play a critical role in improving loyalty within the banking sector. The current study examines the mediators and moderators of the effect of customer satisfaction on loyalty. Data were collected from bank customers (n = 308) using a structured questionnaire through a cross-sectional survey in Chinhoyi, Zimbabwe. Data were analysed using structural equation modelling and moderated regression analyses. Customer satisfaction has a direct positive effect on customer loyalty. Service quality and corporate image were each found to partially mediate the effect of customer satisfaction on customer loyalty. Gender, age, education and income were found not to moderate the effect of customer satisfaction on loyalty. Thus, this study extends the extant services marketing literature by examining the mediators and moderators of the customer satisfaction-customer loyalty relationship within the banking sector. As a result, banks are encouraged to consider customer satisfaction, service quality and image altogether when trying to influence customer loyalty.

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Section: Development Of Research Hypotheses and Research Modelmentioning

confidence: 99%

Understanding mediators and moderators of the effect of customer satisfaction on loyalty

Chikazhe

Makanyeza

Chigunhah

2021

Cogent Business & Management

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“…In this respect, the results highlight how the American universities are more able to manage this virtuous cycle since students who are engaged with them will probably become more confident and committed alumni, supporters, and donors. Such findings may need to be contextualised more, though, as both the student and the HE education contexts in which they operate can affect alumni loyalty and, in turn, support (Iskhakova et al 2020).…”

Section: Theoretical and Managerial Implicationsmentioning

confidence: 99%

“…Such austerity measures, as part of public funding reviews coupled with increasing international competition and new entrants, as well as events exogenous to HE, such as the COVID-19 pandemic, have had an impact on traditional income sources. As a result, universities depend ever more on private donors, who have become an important part of the financial mix and the well-being of HEIs (Tsao and Coll, 2005;Weerts and Ronca 2009;Iskhakova et al 2020). Even though alumni contributions have always represented a significant source of university funding (Baruch and Sang 2012;Durango-Cohen and Balasubramanian 2015;Stephenson and Bell 2014), encouraging such a practice can make a positive impact on the stability and longevity of an HE institution.…”

Section: Introductionmentioning

confidence: 99%

Does trust play a role when it comes to donations? A comparison of Italian and US higher education institutions

et al. 2020

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Higher education institutions (HEIs) have experienced severe cutbacks in funding over the past few years, with universities examining options for alternative funding streams, such as alumni funding. Identifying the factors influencing their alumni's intentions to invest in their alma mater can be of significant importance when establishing a sustainable revenue stream. Within this context, empirical research on the potential role of trust is scarce. This paper aims to deepen the analysis of the relationship between alumni trust and engagement as well as three outcomes, namely support, commitment, and attitude toward donation. A structural equation model was tested on two samples of US (n = 318) and Italian (n = 314) alumni. Although both countries are affluent and developed countries, the USA has an established tradition of alumni donations, which is not such a developed practice in Italy. For both countries, results confirm that engagement is an antecedent of trust, which in turn leads to the three investigated outcomes (support, commitment, and attitude toward donations). In contrast, the effect of commitment on attitude toward donations is significant only for the USA universities. The paper has interesting theoretical and managerial implications. From a theoretical point of view, the study aims to address a gap concerning the role of trust in the HE context. Managerially, the study has significant implications for universities that want to change alumni attitude toward donations.

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“…Next, in the samples used in this thesis, students were relatively evenly distributed among age, gender, and different educational programs. However, in line with SET, cultural norms and values may differ in higher education relationships (Pillay & James, 2015) and influence their outcomes, for example, alumni loyalty (Iskhakova et al, 2020). Therefore, cross-cultural research on relationship quality would help by examining cultural differences in how relationship quality in higher education is perceived by (former) students from other cultures (García-Moya et al, 2020).…”

Section: Directions For Future Researchmentioning

confidence: 99%

“…Vervolgens werden de studenten in de onderhavige onderzoeken relatief gelijkmatig verdeeld over leeftijd, geslacht en verschillende onderwijsprogramma's. Echter, gerelateerd aan SET, kunnen culturele normen en waarden verschillen (Pillay & James, 2015) en de uitkomsten ervan beïnvloeden, zoals alumni loyaliteit (Iskhakova et al, 2020). Daarom zou intercultureel onderzoek naar relatiekwaliteit helpen bij het onderzoeken van culturele verschillen in de manier waarop relatiekwaliteit in het hoger onderwijs wordt ervaren door (oud-)studenten uit andere culturen (García-Moya et al, 2020).…”

Section: Richtlijnen Voor Vervolgonderzoekunclassified

Fostering Student-Faculty Relationships in Higher Education

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This study investigated the overall quality of the interpersonal relationship students have with faculty and staff, that is, relationship quality. In relationship management research, relationship quality is paramount for the creation of bonds with customers, which in turn is necessary for the sustainability of organizations, that is, continuity and growth. In higher education, it is not only recent changes in the funding of education that urge us to further investigate relationship quality, as students having relational bonds with their teachers and faculty/staff is important as well. We expect that these relationships are expected to influence students' college experiences positively. Although educational literature addresses the importance of student-faculty relationships, little is known about students' perceptions of the quality of their relationship with their program. The aim of this study was, therefore, to get a more in-depth understanding of the concept and measurement of relationship quality within a higher education context. To that end, an existing relationship quality scale was used measuring five dimensions: trust in honesty, trust in benevolence, satisfaction, affective commitment, and affective conflict. A confirmatory factor analysis (CFA) was conducted on survey responses of 551 students from a Dutch university of applied sciences. Next to the CFA, a small-scale focus group discussion was held to validate the quantitative findings of students' perceptions of relationship quality. The findings confirm that the relationship quality instrument is an adequate instrument to investigate relationship quality in a higher education context. Additional qualitative results also suggest that students acknowledge the relevance of relationship quality and the need for having a good relationship with their faculty and staff.

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Cross-cultural Research in Alumni Loyalty: An Empirical Study among Master Students from German and Russian Universities

Cited by 15 publications

References 58 publications

Understanding mediators and moderators of the effect of customer satisfaction on loyalty

Understanding mediators and moderators of the effect of customer satisfaction on loyalty

Does trust play a role when it comes to donations? A comparison of Italian and US higher education institutions

Fostering Student-Faculty Relationships in Higher Education

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