Mediating effects of students’ social bonds between self-esteem and customer citizenship behaviour in the context of international university branch campuses

• Main Authors: Tan, V., Quoquab, F., Ahmad, F. S., Mohammad, J.
• Format: Article
• Published: Emerald Group Publishing Ltd. 2017
• Subjects: HF Commerce
• Online Access: http://eprints.utm.my/id/eprint/75411/; https://www.scopus.com/inward/record.uri?eid=2-s2.0-85016281348&doi=10.1108%2fAPJML-05-2016-0087&partnerID=40&md5=475ffe1bc37bf34dd32a9ccbc149031d

Purpose: The purpose of this paper is to offer empirical evidence on the role of self-esteem and social bonding in explaining citizenship behaviour of students at international university branch campuses (IBCs). Design/methodology/approach: A sample of 400 students from four IBCs in Malaysia was administered in a questionnaire. Data were analysed using SPSS and partial least squares 3.0. Findings: This research demonstrates that students’ self-esteem and social bonds have positive direct effects on customer citizenship behaviour (CCB). Moreover, self-esteem has an indirect effect on CCB via intervening of attachment, commitment and involvement of social bonds. Research limitations/implications: CCB of IBC students can be explained by self-consistency theory via mediation of social bonds from social bonding theory. Practical implications: To encourage CCB in IBCs, university management should target students who have high self-esteem, closely tied to parents and lecturers, committed to university, highly involved in co-curricular activities and comply with university regulations. Originality/value: Greater understanding of students’ citizenship behaviour may help transnational universities to improve relationship marketing strategy and enhance students’ campus experience.