The influence of student-university identification on student’s advocacy intentions: the role of student satisfaction and student trust

ABSTRACT

This study examines the influence of student-university identification on student’s advocacy intentions directly and indirectly through student satisfaction and student trust and investigates the moderating role of students’ gender. Drawing upon a sample of (n = 741) undergraduate students from different Spanish universities and using structural equation modeling, the results showed that student-university identification, student satisfaction, and student trust are key influential factors in determining student’s advocacy intentions. The results also confirm the presence of the significant indirect effect of student-university identification on student’s advocacy intentions via student satisfaction and student trust. The results of multigroup analysis supported the significance of the difference between male and female students in the influence of student-university identification and student satisfaction on student’s advocacy intentions.

KEYWORDS:

• Higher education institutions
• student-university identification
• student satisfaction
• student trust
• student’s advocacy intentions

Acknowledgments

The first author thanks for the finance received from the Culture Affairs and Missions Sector, Ministry of Higher Education (Egypt). The authors thank the editor and the anonymous reviewers of the journal for their valuable comments and suggestions on earlier versions of this paper. The authors also thank Professor Rafael Cano Guervós the dean of the Faculty of Economics and Business, University of Granada, for his cooperation.

Disclosure statement

No potential conflict of interest was reported by the author(s).