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Managing Relationships: Insights from a Student Gratitude Model
Research in Higher Education ( IF 2.615 ) Pub Date : 2019-09-11 , DOI: 10.1007/s11162-019-09576-6
Syed Muhammad Fazal-e-Hasan , Gary Mortimer , Ian Lings , Harjit Sekhon , Kerry Howell

This paper develops a student relationship model which highlights the role of gratitude in impacting students’ positive perceptions, attitudes, and behavioral intentions towards their higher education providers. Using theories from services marketing and positive psychology, we develop and test a gratitude relationship model. A field survey, employing existing measures, was used to elicit data from 1104 respondents of public, private, and semi-public Pakistani universities. The results of this current research empirically demonstrate the role of gratitude as a mediating mechanism that explains the impact of a university’s relationship investments on students’ positive perceptions, attitudes, and behavioral intentions. This study contributes to higher education and services marketing literature by examining the emergent role of gratitude in students’ perceptions of investments made by their universities and students’ positive emotions, attitudes, and behavioral intentions, such as involvement and long-term relationship intentions, respectively. This research encourages university decision-makers to implement relationship-building strategies beyond that of the purely economic, such as scholarships, that seek to enhance the emotion of gratitude, which will lead to higher levels of perceived value of the relationship, involvement, and intentions to build long-term relationships with the university. This is the first study that highlights the role of gratitude as having an impact on students’ perceptions, attitude, and behavioral intentions. Our student relationship model offers a better psychological explanation of how student gratitude may generate direct benefits for universities.



中文翻译:

管理关系:来自学生感恩模型的见解

本文建立了一个学生关系模型,该模型突出了感恩在影响学生对高等教育提供者的积极看法,态度和行为意图方面的作用。利用服务营销和积极心理学的理论,我们开发并测试了一种感恩关系模型。通过采用现有措施进行的实地调查,从1104名巴基斯坦公立,私立和半公立大学的受访者中提取数据。这项当前研究的结果从经验上证明了感恩作为一种中介机制的作用,该机制解释了大学关系投资对学生的积极看法,态度和行为意图的影响。这项研究通过检验感恩在学生对大学投资的认知以及学生积极情绪,态度和行为意图(例如参与和长期关系意图)中的新兴作用,为高等教育和服务营销文献做出了贡献。这项研究鼓励大学的决策者实施超越奖学金等纯粹经济行为的关系建立策略,这些策略旨在增强感激之情,从而提高人们对关系,参与和意图的感知价值与大学建立长期关系。这是第一项强调感恩作用对学生的感知,态度和行为意图产生影响的研究。

更新日期:2019-09-11
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