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Teacher Proactivity Influencing Student Satisfaction and Loyalty Role of Job Crafting and Work Engagement

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  • Adil Zahoor

Abstract

Executive Summary During the recent past, various researchers have argued that educational institutions fall within the domain of service industry ( Joseph & Beatriz, 1997 , Journal of Marketing for Higher Education , 8(2), 1–13). Consequently, service marketers have placed unprecedented attention on education sector to explore the marketing aspect of academic institutions. Furthermore, because of intensifying global competition and increasing cost of education, academic institutions are placing additional emphasis on student-related outcomes rather than merely concentrating on the skills and abilities of their graduates. In this backdrop, this study investigates the hitherto unexplored antecedents of two significant student-related outcomes (student satisfaction and loyalty), that is, proactive personality of teachers. The study also provides a possible explanation of this relationship through the mediating role of job crafting and work engagement. This would help academicians to develop broader insights into the domain of antecedents of positive student experiences. Dyads of 159 teachers from 20 universities in India were created and responses were collected on job crafting and work engagement (self-ratings) and proactive personality (peer-ratings) using a structured questionnaire. About 608 students were approached from the same universities to collect data regarding their satisfaction and loyalty. The sample universities included both central and state universities. All constructs were measured using previously developed scales. The hypothesized relationships were tested in AMOS 20 using structural equation modeling. The results evidenced a significant positive influence of teacher proactivity on student satisfaction and their loyalty. Also, job crafting and work engagement are found to significantly and sequentially mediate the relationship between teacher proactivity and student outcomes. Therefore, academic practitioners are required to place additional emphasis on proactivity of the teaching staff so as to result in positive student service experience. It is suggested that the selection and recruitment process of teaching faculty be redesigned to identify proactivity of prospective teachers.

Suggested Citation

  • Adil Zahoor, 2018. "Teacher Proactivity Influencing Student Satisfaction and Loyalty Role of Job Crafting and Work Engagement," Vikalpa: The Journal for Decision Makers, , vol. 43(3), pages 125-138, September.
    • Handle: RePEc:sae:vikjou:v:43:y:2018:i:3:p:125-138
    DOI: 10.1177/0256090918785046
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    References listed on IDEAS

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    1. Lee Cronbach, 1951. "Coefficient alpha and the internal structure of tests," Psychometrika, Springer;The Psychometric Society, vol. 16(3), pages 297-334, September.
    2. Mushtaq A Siddiqi, 2015. "Work Engagement and Job Crafting of Service Employees Influencing Customer Outcomes," Vikalpa: The Journal for Decision Makers, , vol. 40(3), pages 277-292, September.
    3. Mathew Joseph & Beatriz Joseph, 1997. "Employers' Perceptions of Service Quality in Higher Education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 8(2), pages 1-13, August.
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    Cited by:

    1. Adil Zahoor & Mushtaq Ahmad Siddiqi, 2023. "Customer Incivility and Service Recovery Performance: Job Crafting as a Buffer," Vision, , vol. 27(2), pages 178-188, April.
    2. Adil Zahoor, 2021. "Job crafting and service recovery performance: insight from Indian retail banking," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 48(1), pages 115-126, March.

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