TY - JOUR
T1 - Encouraging future helping behaviors
T2 - The role of student-faculty relationships in higher education marketing
AU - Arnett, Dennis B.
AU - Wittmann, C. Michael
AU - Wilson, Bennie J.
PY - 2004/1/28
Y1 - 2004/1/28
N2 - 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.
AB - 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.
KW - Commitment
KW - Helping behaviors
KW - Higher education marketing
KW - Identity salience
KW - Identity theory
KW - Relationship marketing
KW - Trust
UR - http://www.scopus.com/inward/record.url?scp=85010646200&partnerID=8YFLogxK
U2 - 10.1300/J050v13n01_08
DO - 10.1300/J050v13n01_08
M3 - Article
AN - SCOPUS:85010646200
SN - 0884-1241
VL - 13
SP - 127
EP - 157
JO - Journal of Marketing for Higher Education
JF - Journal of Marketing for Higher Education
IS - 1-2
ER -