310
Views
1
CrossRef citations to date
0
Altmetric
Articles

Application of Relationship Investment Model in Predicting Student Engagement towards HEIs

, & ORCID Icon

References

  • Ali, F., Zhou, Y., Hussain, K., Nair, P. K., & Ragavan, N. A. (2016). Does higher education service quality effect student satisfaction, image and loyalty? A study of international students in Malaysian public universities. Quality Assurance in Education, 24(1), 70–94. doi:10.1108/QAE-02-2014-0008
  • Alqahtani, A. A. (2011). Toward a clarification of the concept of relationship marketing. International Journal of Management, 28(2), 585–590.
  • Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423. doi:10.1037/0033-2909.103.3.411
  • Annamdevula, S., & Bellamkonda, R. S. (2016). The effects of service quality on student loyalty: The mediating role of student satisfaction. Journal of Modelling in Management, 11(2), 446–462. doi:10.1108/JM2-04-2014-0031
  • Balaji, M. S. (2015). Investing in customer loyalty: The moderating role of relational characteristics. Service Business, 9(1), 17–40. doi:10.1007/s11628-013-0213-y
  • Bartlett, J. E. I., Kotrlik, J. W., & Higgins, C. C. (2001). Organizational research: Determining appropriate sample size in survey research. Information Technology, Learning, and Performance Journal, 19(1), 43–50. Retrieved from http://www.osra.org/itlpj/bartlettkotrlikhiggins.pdf.
  • Bennett, R., & Ali-Choudhury, R. (2009). Prospective students' perceptions of university brands: An empirical study. Journal of Marketing for Higher Education, 19(1), 85–107. doi:10.1080/08841240902905445
  • Bhattacherjee, A. (2012). Social science research: Principles, methods, and practices (2nd ed.). Zurich, Switzerland: Creative Commons Attribution.
  • Bowden, J. L. (2007). Segmenting customer-brand relationships: The process of customer engagement. Paper presented at the Australian and New Zealand Marketing Academy Conference (ANZMAC), Dunedin, New Zealand. Retrieved from http://hdl.handle.net/1959.14/71153.
  • Bowden, J. L. (2009a). Customer engagement: A framework for assessing customer-brand relationships: The case of the restaurant industry. Journal of Hospitality Marketing & Management Decision, 18(6), 574–596. doi:10.1080/19368620903024983
  • Bowden, J. L. (2009b). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63–74. doi:10.2753/MTP1069-6679170105
  • Breivik, E., & Thorbjornsen, H. (2008). Consumer brand relationships: An investigation of two alternative models. Journal of the Academy of Marketing Science, 36(4), 443–472. doi:10.1007/s11747-008-0115-z
  • Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271. doi:10.1177/1094670511411703
  • Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114. doi:10.1016/j.jbusres.2011.07.029
  • Bugel, M. S., Buunk, A. P., & Verhoef, P. C. (2010). A comparison of customer commitment in five sectors using the psychological investment model. Journal of Relationship Marketing, 9(1), 2–29. doi:10.1080/15332660903551883
  • Bugel, M. S., Verhoef, P. C., & Buunk, A. P. (2011). Customer intimacy and commitment to relationships with firms in five different sectors: Preliminary evidence. Journal of Retailing and Consumer Services, 18(4), 247–258. doi:10.1016/j.jretconser.2010.11.005
  • Carter, S., & Yeo, A. C.-M. (2016). Students-as-customers' satisfaction, predictive retention with marketing implications: The case of Malaysian higher education business students. International Journal of Educational Management, 30(5), 635–652. doi:10.1108/IJEM-09-2014-0129
  • Carter, T. (2008). Customer engagement and behavioral considerations. Journal of Strategic Marketing, 16(1), 21–26. doi:10.1080/09652540701794387
  • Chee, C. M., Butt, M. M., Wilkins, S., & Ong, F. S. (2016). Country of origin and country of service delivery effects in transnational higher education: A comparison of international branch campuses from developed and developing nations. Journal of Marketing for Higher Education, 26(1), 86–102. doi:10.1080/08841241.2015.1103352
  • Cheung, C. M. K., Lee, M. K. O., & Jin, X.-L. (2011). Customer engagement in an online social platform: A conceptual model and scale development. Paper presented at the 32nd International Conference on Information Systems (ICIS) 2011, Shanghai, China. Retrieved from http://aisel.aisnet.org/icis2011/proceedings/onlinecommunity/8/.
  • Circles. (2010). Turning emotion into engagement: Utilizing the power of emotion to connect customers to your brand. Retrieved from http://www.circles.com/docs/CE%20Whitepaper_Engagement_071410.pdf.
  • Clark, M., Fine, M. B., & Scheuer, C.-L. (2017). Relationship quality in higher education marketing: The role of social media engagement. Journal of Marketing for Higher Education, 27(1), 40–58. doi:10.1080/08841241.2016.1269036
  • Coakes, S. J., & Steed, L. G. (2003). SPSS analysis without anguish: Version 11.0 for Windows. Queensland, Australia: John Wiley & Sons Australia Ltd.
  • Durkin, M., Howcroft, B., & Fairless, C. (2016). Product development in higher education marketing. International Journal of Educational Management, 30(3), 354–369. doi:10.1108/IJEM-11-2014-0150
  • Eisingerich, A. B., & Rubera, G. (2010). Drivers of brand commitment: A cross-national investigation. Journal of International Marketing, 18(2), 64–79. doi:10.1509/jimk.18.2.64
  • Flynn, L. M. (2012). An exploration of engagement: A customer perspective (Doctoral dissertation). DePaul University, Chicago, IL. Retrieved from http://via.library.depaul.edu/csh_etd/8.
  • Forbes. (2010). The new rules of engagement: CMOs rethink their marketing mix. Retrieved from http://www.forbes.com/forbesinsights/engagement/index.html.
  • Fullerton, G. (2005). The impact of brand commitment on loyalty to retail service brands. Canadian Journal of Administrative Sciences, 22(2), 97–110. doi:10.1111/j.1936-4490.2005.tb00712.x
  • Fullerton, G. (2011). Creating advocates: The roles of satisfaction, trust and commitment. Journal of Retailing and Consumer Services, 18, 92–100. doi:10.1016/j.jretconser.2010.10.003
  • Gao, S., Mokhtarian, P. L., & Johnston, R. A. (2008). Nonnormality of data in structural equation models. Transportation Research Record: Journal of the Transportation Research Board, 2082(1), 116–124. doi:10.3141/2082-14
  • Garson, G. D. (2015). Structural equation modeling. Asheboro, NC: Statistical Associates Publishing.
  • Ginman, C. (2011). How are brands engaging and building relationships with fans and customers in social media? (Master's thesis). Uppsala University, Uppsala, Sweden. Retrieved from http://urn.kb.se/resolve?urn=urn:nBn:sE:uU:dIva-154320.
  • Giovanis, A. (2016). Consumer-brand relationships' development in the mobile internet market: Evidence from an extended relationship commitment paradigm. Journal of Product & Brand Management, 25(6), 568–585. doi:10.1108/JPBM-05-2015-0884
  • Good, P. I., & Hardin, J. W. (2003). Common errors in statistics (and how to avoid them). Hoboken, NJ: John Wiley & Sons, Inc.
  • Goodfriend, W., & Agnew, C. R. (2008). Sunken costs and desired plans: Examining different types of investments in close relationships. Personality and Social Psychology Bulletin, 34(12), 1639–1652. doi:10.1177/0146167208323743
  • Guilbault, M. (2016). Students as customers in higher education: Reframing the debate. Journal of Marketing for Higher Education, 26(2), 132–142. doi:10.1080/08841241.2016.1245234
  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: A global perspective (7th ed.). Upper Saddle River, NJ: Pearson Education Inc.
  • Han, H., Kim, W., & Hyun, S. S. (2011). Switching intention model development: Role of service performances, customer satisfaction, and switching barriers in the hotel industry. International Journal of Hospitality Management, 30(3), 619–629. doi:10.1016/j.ijhm.2010.11.006
  • Haven, B. (2007). Marketing's new key metric: Engagement. Retrieved from http://www.adobe.com/engagement/pdfs/marketings_new_key_metric_engagement.pdf.
  • Haven, B., & Vittal, S. (2008). Measuring engagement. Retrieved from http://www.adobe.com/engagement/pdfs/measuring_engagement.pdf.
  • Hemsley-Brown, J., Melewar, T. C., Nguyen, B., & Wilson, E. J. (2016). Exploring brand identity, meaning, image, and reputation (BIMIR) in higher education: A special section. Journal of Business Research, 69(8), 3019–3022. doi:10.1016/j.jbusres.2016.01.016
  • Hess, J., & Story, J. (2005). Trust-based commitment: Multidimensional consumer-brand relationships. Journal of Consumer Marketing, 22(6), 313–322. doi:10.1108/07363760510623902
  • Hollebeek, L. D. (2009). Demystifying customer engagement: Toward the development of a conceptual model. Paper presented at the Australian & New Zealand Marketing Academy (ANZMAC), Melbourne, Australia. Retrieved from http://www.duplication.net.au/ANZMAC09/papers/ANZMAC2009-010.pdf.
  • Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7–8), 785–807. doi:10.1080/0267257X.2010.500132.
  • Huang, L. T., Cheng, T. C., & Farn, C. K. (2007). The mediating effect of commitment on customer loyalty towards e-brokerages: An enhanced investment model. Total Quality Management, 18(7), 751–770. doi:10.1080/14783360701349765
  • Huck, S. W. (2012). Reading statistics and research (6th ed.). Boston, MA: Pearson Education, Inc.
  • Israel, G. D. (1992). Determining sample size: The program evaluation and organizational development. Fact sheet PEOD-6, 1–5. Retrieved from http://edis.ifas.ufl.edu/pd006.
  • Jan, M. T., & Ammari, D. (2016). Advertising online by educational institutions and students' reaction: A study of Malaysian universities. Journal of Marketing for Higher Education, 26(2), 168–180. doi:10.1080/08841241.2016.1245232
  • Jiang, J., Chou, T. J., & Tao, X. (2011). The impact of price discount, product complementarity and relational investment on customer loyalty: Empirical evidence from China's telecommunications industry. Asian Journal of Marketing, 5, 1–16. doi:10.3923/ajm.2011.1.16
  • Kline, R. B. (2011). Principles and practice of structural equation modeling (3rd ed.). New York, NY: The Guilford Press.
  • Kotler, P., & Armstrong, G. (2010). Principles of marketing (13th ed.). Singapore: Pearson Education International.
  • Liang, C. J., & Wang, W. H. (2005). Integrative research into the financial services industry in Taiwan: Relationship bonding tactics, relationship quality and behavioural loyalty. Journal of Financial Services Marketing, 10(1), 65–83.
  • Le, B., & Agnew, C. R. (2003). Commitment and its theorized determinants: A meta-analysis of the investment model. Personal Relationships, 10, 37–57. doi:10.1111/1475-6811.00035
  • Li, X. R., & Petrick, J. F. (2008). Examining the antecedents of brand loyalty from an investment model perspective. Journal of Travel Research, 47(1), 25–34. doi:10.1177/0047287507312409
  • Louis, D., & Lombart, C. (2010). Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand). Journal of Product & Brand Management, 19(2), 114–130. doi:10.1108/10610421011033467
  • MacKenzie, S. B., & Podsakoff, P. M. (2012). Common method bias in marketing: Causes, mechanisms, and procedural remedies. Journal of Retailing, 88(4), 542–555. doi:10.1016/j.jretai.2012.08.001
  • Malciute, J. (2012). Customer brand engagement on online social media platforms: A conceptual model and empirical analysis (Master's thesis). Aarhus University, Aarhus, Denmark. Retrieved from http://pure.au.dk/portal-asb-student/files/48031171/Thesis_FINAL.pdf.
  • Malhotra, N. K. (2009). Basic marketing research: A decision making approach (3rd ed.). Englewood Cliffs, NJ: Prentice Hall.
  • McEwen, W. J. (2004). Getting emotional about brands. Retrieved from http://www.adobe.com/engagement/pdfs/gmj_getting_emotional.pdf.
  • Ministry of Education Malaysia. (2014). Indikator Pengajian Tinggi Malaysia 2013. Retrieved from http://www.mohe.gov.my/web_statistik/Indikator_Pengajian_Tinggi_Malaysia_2013.pdf.
  • Moon, M. A., & Bonney, L. (2007). An application of the investment model to buyer-seller relationships: A dyadic perspective. Journal of Marketing Theory and Practice, 15(4), 335–347. doi:10.2753/MTP1069-6679150404
  • Morais, D. B., Dorsch, M. J., & Backman, S. J. (2004). Can tourism providers buy their customers' loyalty? Examining the influence of customer-provider investments on loyalty. Journal of Travel Research, 42(3), 235–243. doi:10.1177/0047287503258832
  • Ng, C. J. W. (2016). “Hottest brand, coolest pedagogy”: Approaches to corporate branding in Singapore's higher education sector. Journal of Marketing for Higher Education, 26(1), 41–63. doi:10.1080/08841241.2016.1146388
  • Nusair, K. K., Parsa, H. G., & Cobanoglu, C. (2011). Building a model of commitment for Generation Y: An empirical study on e-travel retailers. Tourism Management, 32, 833–843. doi:10.1016/j.tourman.2010.07.008
  • Nysveen, H., Pedersen, P. E., Thorbjornsen, H., & Berthon, P. (2005). Mobilizing the brand: The effects of mobile services on brand relationships and main channel use. Journal of Service Research, 7(3), 257–276. doi:10.1177/1094670504271151
  • Oke, A. E., Ogunsami, D. R., & Ogunlana, S. (2012). Establishing a common ground for the use of structural equation modelling for construction related research studies. Australasian Journal of Construction Economics and Building, 12(3), 89–94. doi:10.5130/ajceb.v12i3.2658
  • Pallant, J. (2007). SPSS survival manual: A step-by-step guide to data analysis using SPSS for Windows (3rd ed.). New York, NY: Open University Press.
  • Peoplemetrics. (2009). Most engaged customers (MEC) study (2009). Retrieved from http://www.peoplemetrics.com/resources/2009_MEC_WhitePaper.pdf.
  • Poole, S. M., Levin, M. A., & Elam, K. (2017). Getting out of the rankings game: A better way to evaluate higher education institutions for best fit. Journal of Marketing for Higher Education, 5(1), 1–20. doi:10.1080/08841241.2017.1311981
  • Rauschnabel, P. A., Krey, N., Babin, B. J., & Ivens, B. S. (2016). Brand management in higher education: The university brand personality scale. Journal of Business Research, 69(8), 3077–3086. doi:10.1016/j.jbusres.2016.01.023
  • Roberts, C., & Alpert, F. (2010). Total customer engagement: Designing and aligning key strategic elements to achieve growth. Journal of Product & Brand Management, 19(3), 198–209. doi:10.1108/10610421011046175
  • Rusbult, C. E. (1980). Commitment and satisfaction in romantic associations: A test of the investment model. Journal of Experimental Social Psychology, 16(2), 172–186. doi:10.1016/0022-1031(80)90007-4
  • Rusbult, C. E. (1983). A longitudinal test of the investment model: The development (and deterioration) of satisfaction and commitment in heterosexual involvements. Journal of Personality and Social Psychology, 45(1), 101–117. doi:10.1037/0022-3514.45.1.101
  • Rusbult, C. E., Martz, J. M., & Agnew, C. R. (1998). The investment model scale: Measuring commitment level, satisfaction level, quality of alternatives, and investment size. Personal Relationships, 5(4), 357–387. doi:10.1111/j.1475-6811.1998.tb00177.x
  • Santini, F. D. O., Ladeira, W. J., Sampaio, C. H., & da Silva Costa, G. (2017). Student satisfaction in higher education: A meta-analytic study. Journal of Marketing for Higher Education, 27(1), 1–18. doi:10.1080/08841241.2017.1311980
  • Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), 253–272. doi:10.1108/00251741211203551
  • Saunders, M., Lewis, P., & Thornhill, A. (2009). Research methods for business students (5th ed.). Essex, England: Pearson Education Limited.
  • Schlesinger, W., Cervera, A., & Pérez-Cabañero, C. (2016). Sticking with your university: The importance of satisfaction, trust, image, and shared values. Studies in Higher Education, 21(4), 1–17.
  • Schraft, C., & Micu, A. C. (2010). Building customer equity in a multichannel world: The strategic content engagement process. White paper. Retrieved from http://www.timeinccontentsolutions.com/downloads/tics_whitepaper_041610.pdf.
  • Schumacker, R. E., & Lomax, R. G. (2016). A Beginner's Guide to Structural Equation Modeling, (4th ed.). New York: Routledge.
  • Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach (7th ed.). West Sussex, England: John Wiley & Sons Ltd.
  • Singh, A., Kumar, B., & Singh, V. K. (2010). Customer engagement: New key metric of marketing. International Journal of Arts and Sciences, 3(13), 347–356.
  • Speak, K. D. (2010). The meaning behind customer engagement. Retrieved from http://www.brandtoolbox.com/blog/the-meaning-behind-customer-engagement/.
  • Sung, Y., & Campbell, W. K. (2009). Brand commitment in consumer-brand relationships: An investment model approach. Brand Management, 17(2), 97–113. doi:10.1057/palgrave.bm.2550119
  • Sung, Y., & Choi, S. M. (2010). I won't leave you although you disappoint me: The interplay between satisfaction, investment and alternatives in determining consumer-brand relationship commitment. Psychology & Marketing, 27(11), 1050–1074. doi:10.1002/mar.20373
  • Tabachnick, B. G., & Fidell, L. S. (2007). Using multivariate statistics (5th ed.). Boston, MA: Pearson Education. Inc.
  • Tapsir, S. H. b. (2016). A strategy for the next decade of Malaysian higher education. Perspectives: Speaker Series. Retrieved from https://www.acu.ac.uk/events/perspectives/datin-siti-hamisahpresentation.
  • Tripathi, M. N. (2009). Customer engagement: Key to successful brand building. Vilakshan, XIMB Journal of Management, 6(1), 131–140.
  • Trochim, W. M. K. (2006). Research methods knowledge base. Retrieved from http://www.socialresearchmethods.net/kb/index.php.
  • Tsai, H.-T., & Pai, P. (2012). Positive and negative aspects of online community cultivation: Implications for online stores' relationship management. Information & Management, 49(2), 111–117. doi:10.1016/j.im.2011.11.002
  • van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253–266. doi:10.1177/1094670510375599
  • Verhoef, P. C., Reinartz, W. J., & Krafft, M. (2010). Customer engagement as a new perspective in customer management. Journal of Service Research, 13(3), 247–252. doi:10.1177/1094670510375461
  • Yen, T.-F., & Chu, K.-K. (2009). Do More Investments Or Higher Justice Win The Higher Loyalty?. International Journal of Electronic Business Management, 7(3), 211–223.
  • Yu, Y. (2015). Relationship investment and reciprocity: An empirical investigation. Journal of Business & Industrial Marketing, 30(5), 637–647. doi:10.1108/JBIM-11-2013-0246
  • Zainol, Z., Yasin, N. M., Omar, N. A., & Hashim, N. M. H. N. (2014). Determining the key factors of customer-brand relationship investments' dimensions: Insights from Malaysian mobile phone user. Journal of Relationship Marketing, 13(4), 1–25. doi:10.1080/15332667.2014.965649

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.