Encouraging Future Helping Behaviors: The Role of Student-Faculty Relationships in Higher Education Marketing

Autor/inn/en	Arnett, Dennis B.; Wittmann, C. Michael; Wilson, Bennie J., III
Titel	Encouraging Future Helping Behaviors: The Role of Student-Faculty Relationships in Higher Education Marketing
Quelle	In: Journal of Marketing for Higher Education, 13 (2003) 1-2, S.127-157 (31 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0884-1241
Schlagwörter	Higher Education; Trust (Psychology); Helping Relationship; Marketing; Teacher Student Relationship; College Faculty; College Students; Competition; Role + Suchen Sie Ihr Suchwort? Hochschulbildung; Hochschulsystem; Hochschulwesen; Helfende Beziehung; Teacher student relationships; Lehrer-Schüler-Beziehung; Fakultät; Collegestudent; Wettkampf; Rollen
Abstract	Extant literature on relationship marketing tends to focus on for-profit firms and their relationships with important stakeholders. However, higher education institutions face many of the same intense competitive forces that have made relationship marketing a practical choice for many for-profit firms. Therefore, it is not surprising that many are adopting relationship marketing strategies. In the context of higher education marketing, we examine the nature of the student-faculty relationship development process and its affect on helpfulness, which we define as a "state of mind" conducive to future helping behavior. Drawing on relationship marketing theory and identity theory, we posit that trust, relationship commitment, and identity salience are key mediating variables between three antecedent variables (shared values, communication, and opportunistic behavior) and helpfulness. Our results provide support for the roles hypothesized for trust, relationship commitment, and identity salience. (Contains 3 figures, 2 tables, and 5 notes.) (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10