ABSTRACT

This study examined the impact of university services on customers’ (students’) Emotional Brand Attachment (EBA) and Customer Citizenship Behaviors (CCB). The main reason for examining this association was to explore the role customer service generated EBA played in motivating students to exhibit voluntary and extra-role behaviors. Using 568 completed research questionnaires, the proposed hypotheses were tested using multiple regression analysis. In addition, mediation effect of EBA on customer service quality and CCB relationship were tested. The research findings indicated that reputation and academic aspects (primarily represented by teaching quality and student–faculty bonding) were most influential in creating EBA and subsequent willingness towards extra role and voluntary behaviors. The outcome of the mediation analyses showed that non-academic aspects (such as effective complaint resolution, IT support and administrative assistance) had a full mediating effect, whereas access and reputation had partial mediating effect, on students’ citizenship behaviors.

摘要

本研究考察了大学服务对客户（学生）情感品牌依恋 (EBA) 和客户公民行为 (CCB) 的影响。检查这种关联的主要原因是为了探索客户服务产生的 EBA 在激励学生表现出自愿和额外角色行为方面的作用。使用 568 份已完成的研究问卷，使用多元回归分析对提出的假设进行了检验。此外，还测试了EBA对客户服务质量和CCB关系的中介作用。研究结果表明，声誉和学术方面（主要以教学质量和师生关系为代表）对创建 EBA 以及随后对额外角色和自愿行为的意愿影响最大。