Factors Affecting Customer Citizenship Behavior: A Model of University Students

Abstract

The purpose of this research is to measure the dimensions of student citizenship behavior and the extent of student satisfaction, loyalty, commitment, and trust as integrated factors are antecedents of student citizenship behavior in universities. A sample of 400 students in two private universities in Egypt was selected randomly and a structured questionnaire was used to collect the research data. The student citizenship behavior was found to contain two types of voluntary behavior; voluntary cooperative behavior and voluntary participation behavior. Also, despite the strong and significant interrelationships between the four antecedents of student citizenship behavior, student satisfaction and loyalty can be considered the strongest antecedents of all dimensions of student citizenship behavior in universities. The main implication of this research is that universities should consider students as valuable resources in both their formal roles and voluntary behavior that support the educational environment of a university. The research suggests satisfied and loyal students provide advantages to their universities not only through spreading positive word of mouth about their universities, attending further education in the future and supporting their universities in the community but also through their positive voluntary behavior.