This study examined the impact of shared responsibility on the relationship between marketing and other business students’ coping strategies and their satisfaction with the rapid transitioning to remote learning and academic performance expectations. COVID-19 (coronavirus disease 2019) rapidly altered and challenged higher education to maintain pedagogical services provided to students, regardless of faculty or student readiness or experience. As such, shared responsibility can be critical in times of crisis when the university community must pull together for mutual success. Findings indicate that students’ sense of shared responsibility and healthy coping mechanisms lead to student satisfaction with the transition process and more positive academic outcomes. This study is the first to empirically examine shared responsibility in higher education during a crucial period to the authors’ knowledge. By promoting shared responsibility, marketing educators can improve student outcomes and identify those who may need additional support resources.

本研究考察了分担责任对市场营销和其他商科学生应对策略之间关系的影响，以及他们对快速过渡到远程学习的满意度和学业成绩期望。COVID-19（冠状病毒病 2019）迅速改变并挑战了高等教育，以维持向学生提供的教学服务，无论教师或学生是否准备好或经验如何。因此，在大学社区必须齐心协力以实现共同成功的危机时期，分担责任可能至关重要。调查结果表明，学生的共同责任感和健康的应对机制导致学生对过渡过程的满意度和更积极的学业成绩。本研究首次对作者知识的关键时期高等教育中的共同责任进行实证研究。通过促进分担责任，营销教育工作者可以改善学生的学习成果并确定可能需要额外支持资源的人。