Managing Relationships: Insights from a Student Gratitude Model

Syed Muhammad Fazal e Hasan, Gary Mortimer, Ian Lings, Harjit Sekhon, Kerry Howells

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    Abstract

    This paper develops a student relationship model which highlights the role of gratitude in impacting students’ positive perceptions, attitudes, and behavioral intentions towards their higher education providers. Using theories from services marketing and positive psychology, we develop and test a gratitude relationship model. A field survey, employing existing measures, was used to elicit data from 1104 respondents of public, private, and semi-public Pakistani universities. The results of this current research empirically demonstrate the role of gratitude as a mediating mechanism that explains the impact of a university’s relationship investments on students’ positive perceptions, attitudes, and behavioral intentions. This study contributes to higher education and services marketing literature by examining the emergent role of gratitude in students’ perceptions of investments made by their universities and students’ positive emotions, attitudes, and behavioral intentions, such as involvement and long-term relationship intentions, respectively. This research encourages university decision-makers to implement relationship-building strategies beyond that of the purely economic, such as scholarships, that seek to enhance the emotion of gratitude, which will lead to higher levels of perceived value of the relationship, involvement, and intentions to build long-term relationships with the university. This is the first study that highlights the role of gratitude as having an impact on students’ perceptions, attitude, and behavioral intentions. Our student relationship model offers a better psychological explanation of how student gratitude may generate direct benefits for universities.
    Original languageEnglish
    Pages (from-to)98-119
    Number of pages22
    JournalResearch in Higher Education
    Volume62
    Issue number1
    Early online date11 Sep 2019
    DOIs
    Publication statusPublished - Feb 2021

    Bibliographical note

    The final publication is available at Springer via http://dx.doi.org/10.1007/s11162-019-09576-6

    Copyright © and Moral Rights are retained by the author(s) and/ or other copyright owners. A copy can be downloaded for personal non-commercial research or study, without prior permission or charge. This item cannot be reproduced or quoted extensively from without first obtaining permission in writing from the copyright holder(s). The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the copyright holders.

    Keywords

    • Attitudes
    • Behavioral intentions
    • Long-term relationships
    • Service perceptions
    • Student gratitude
    • Tertiary management
    • Universities

    ASJC Scopus subject areas

    • Education

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