IDEAS home Printed from https://ideas.repec.org/p/zbw/esconf/278069.html
   My bibliography  Save this paper

Factors influencing student citizenship behavior (SCB) and long–term student relationship orientation (LRO) in Vietnamese education sector

Author

Listed:
  • Dang, Chau Ngoc Bao
  • Nguyen, Duc Thai
  • Le, Tung Thanh
  • Nguyen, Vu Hoang
  • Nguyen, Luan Thanh

Abstract

Student citizenship behavior (SCB) is regarded as one of the most significant variables influencing student orientation and the development of long-term relationships between students and higher educational institutions (LRO). The literature confirms that the issue of SCB in the higher education sector is a challenge that must be addressed. Hence, this study aims to examine the antecedents and outcome of SCB by applying linear and non-linear relationships based on the partial least squares structural equation modeling approach (PLS-SEM) and the artificial neural network model (ANN) through building constructs on the stimulus-organization-response framework (SOR). In addition, data was gathered from 185 students from Ho Chi Minh City’s universities and colleges. The study’s findings indicate that students’ stimuli, such as student satisfaction, trust, and loyalty, have a favorable impact on the expression of their citizenship behaviors, such as advocacy, offering feedback, and helping others. In addition, helping others through SCB has a beneficial influence on LRO for higher educational institutions. Finally, through the ANN model, student trust is the most prominent driver of feedback and advocacy. The results of this research provide important insight into the factors that shape the focus and growth of organizations in Vietnam's education sector through long-term collaborations. In addition, this research sheds new light on the impact that students' actions have on SCB, allowing for the development of concrete recommendations for school administrators concerned with fostering the formation of lasting relationships among their students.

Suggested Citation

  • 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.
    • Handle: RePEc:zbw:esconf:278069
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/278069/1/FACTORS%20INFLUENCING%20STUDENT%20CITIZENSHIP%20BEHAVIOR.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Shifa Wahab, 2016. "The Implication of Customer Service in Higher Education: Review Paper," International Journal of Education and Practice, Conscientia Beam, vol. 4(3), pages 106-111.
    2. Shifa Wahab, 2016. "The Implication of Customer Service in Higher Education: Review Paper," International Journal of Education and Practice, Conscientia Beam, vol. 4(3), pages 106-111.
    3. 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.
    4. Nordman, Emilia Rovira & Tolstoy, Daniel, 2016. "The impact of opportunity connectedness on innovation in SMEs’ foreign-market relationships," Technovation, Elsevier, vol. 57, pages 47-57.
    5. 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.
    Full references (including those not matched with items on IDEAS)

    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. 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. Maryam Zidehsaraei & Reza Esmaeilpour & Mohsen Akbari, 2024. "The effects of similarity of values, religious values, and empathy on bank commitment to CSR and customers’ internal and behavioral responses: evidence from Guilan Province in Iran," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(1), pages 154-170, March.
    3. Sharon Mashau & Nico Schutte, 2017. "Exploring the Role of Customer Relations Management in enhancing service delivery between Support Staff and Students in a selected Higher Education Institution," Proceedings of International Academic Conferences 5908282, International Institute of Social and Economic Sciences.
    4. Nur Elfi Husda & Tri Ratnawati & Amiartuti Kusumaningtyas, 2017. "Antecedents Brand Trust and Private Universities Reputation," International Journal of Economics and Finance, Canadian Center of Science and Education, vol. 9(8), pages 76-87, August.
    5. Kim, Yeonshin & Hur, Won-Moo & Lee, Luri, 2023. "Understanding customer participation in CSR activities: The impact of perceptions of CSR, affective commitment, brand equity, and corporate reputation," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    6. Abdelmoety, Ziad Hassan & Aboul-Dahab, Sameh & Agag, Gomaa, 2022. "A cross cultural investigation of retailers commitment to CSR and customer citizenship behaviour: The role of ethical standard and value relevance," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    7. Mobin Fatma & Imran Khan, 2023. "How Do Bank Customers’ Perceptions of CSR Influence Marketing Outcomes: Their Trust, Identification, and Commitment?," Sustainability, MDPI, vol. 15(7), pages 1-10, March.
    8. Matej Kovač & Vesna Žabkar, 2020. "Do Social Media and E-Mail Engagement Impact Reputation and Trust-Driven Behavior?," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(1), pages 9-25.
    9. Colicev, Anatoli & Kumar, Ashish & O'Connor, Peter, 2019. "Modeling the relationship between firm and user generated content and the stages of the marketing funnel," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 100-116.
    10. Huifeng Pan & Hong-Youl Ha, 2022. "An Empirical Test of Educational Donors’ Satisfaction Levels in Donating for Education before and after the COVID-19 Era," Sustainability, MDPI, vol. 14(19), pages 1-11, October.
    11. Jung, Hyo Sun & Seo, Kyung Hwa & Lee, Soo Bum & Yoon, Hye Hyun, 2018. "Corporate association as antecedents of consumer behaviors: The dynamics of trust within and between industries," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 30-38.
    12. Heinberg, Martin & Ozkaya, H. Erkan & Taube, Markus, 2018. "Do corporate image and reputation drive brand equity in India and China? - Similarities and differences," Journal of Business Research, Elsevier, vol. 86(C), pages 259-268.
    13. Liguo Lou & Lin Li & Sung-Byung Yang & Joon Koh, 2021. "Promoting User Participation of Shared Mobility in the Sharing Economy: Evidence from Chinese Bike Sharing Services," Sustainability, MDPI, vol. 13(3), pages 1-17, February.
    14. Su, Lujun & Pan, Yue & Chen, Xiaohong, 2017. "Corporate social responsibility: Findings from the Chinese hospitality industry," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 240-247.
    15. Mukhamad Najib & Abdul Aziz Abdul Rahman & Farah Fahma, 2021. "Business Survival of Small and Medium-Sized Restaurants through a Crisis: The Role of Government Support and Innovation," Sustainability, MDPI, vol. 13(19), pages 1-16, September.
    16. Patrizia Fanasch, 2019. "Survival of the fittest: The impact of eco‐certification and reputation on firm performance," Business Strategy and the Environment, Wiley Blackwell, vol. 28(4), pages 611-628, May.
    17. Su, Lujun & Swanson, Scott R. & Chinchanachokchai, Sydney & Hsu, Maxwell K. & Chen, Xiaohong, 2016. "Reputation and intentions: The role of satisfaction, identification, and commitment," Journal of Business Research, Elsevier, vol. 69(9), pages 3261-3269.
    18. Tournois, Laurent, 2015. "Does the value manufacturers (brands) create translate into enhanced reputation? A multi-sector examination of the value–satisfaction–loyalty–reputation chain," Journal of Retailing and Consumer Services, Elsevier, vol. 26(C), pages 83-96.
    19. De Castro, Melodee Marciana E. & Depositario, Dinah Pura T., 2018. "Factors Related to Export Intensity of Filipino Agripreneurs," Journal of Economics, Management & Agricultural Development, Journal of Economics, Management & Agricultural Development (JEMAD), vol. 4(1), June.
    20. 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.

    More about this item

    Keywords

    long-term student relationship orientation; Vietnam higher-education; student citizenship behavior; SEM-ANN approach;
    All these keywords.

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    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:zbw:esconf:278069. 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: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://edirc.repec.org/data/zbwkide.html .

    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.