publication . Article . 2016

Effect of Self-Esteem on Customer Citizenship Behaviours among International University Branch Campus Students

Tan, V. M.; Farzana Quoquab; Ahmad, F. S.; Mohammad, J.;
Open Access
  • Published: 01 May 2016
  • Publisher: İlhan ÖZTÜRK
Abstract
Major universities have expanded overseas by establishing international branch campuses (IBCs) since the mid-1990s. Many campuses have only been in operation for a decade. Hence, engagement of students is valuable to assist in the design, development, and review of transnational programmes. Customer citizenship behaviours (CCBs) of individual student such as self-willingness to provide constructive feedback to university and help other students are valuable to improve university operation efficiency. Most CCB antecedents have been found based on social exchange theory by believing that customer reciprocates positive behaviour for rewarding those who benefit them...
Subjects
free text keywords: International university branch campuses, customer citizenship behaviour, self-esteem, self-consistency theory, international university branch campuses, customer citizenship behaviour, self-esteem, self-consistency theory, Management. Industrial management, HD28-70, Business, HF5001-6182
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