Commitment balance: an opportunity For cross-cultural research
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Abstract
This paper proposes a new concept of'commitment balance'as worthy of study within organisations'relational exchanges.The purpose of the paper is to share thinking and empirical data from a research study within the context of higher education,with the aim of seeking opportunities for future cross-cultural research to further examine commitment balance within education and other sectors. The study shares outcomes from quantitative analysis of undergraduate students'reports of commitment balance within the context of their experiences of study within U.K.Universities. The study provides an empirically-informed definition of commitment balance and identifies the importance of a focus for commitment balance.The research shows that the focus of institution rather than academic staff seems to resonate more strongly within undergraduate students'reports of commitment balance. Thus the construct 'commitment balance between students and institution'is considered to be worthy of future research. It is hoped that this paper will precipitate Asian/Australian/U.K. future research collaborations both within the context of higher education and other consumer-focused contexts.
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References
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Bendapudi,N.,Berry,L.L.(1997). Customers'motivations for maintaining relationships with service providers Journal of Retailing,73(10):15-37.
Bennett,R.,Ali-Choudhury,R.(2009).Prospective Students'Perceptions of University Journal of Marketing for Higher Education.2009,19(1):85-107.
Bennett,R.,Kane,S.(2010).Factors associated with high first year undergraduate
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Brown,T.J.,Barry,T.,E.,Dacin,P.A.,Gunst,R.,F.,(2005).Spreading the word:Investigating antecedents of consumers'positive word-of-mouth intentions and behaviours in a retailing context.Journal of the Academy of Marketing Science.33(2):123-138.
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Chapleo,C.(2011).Exploring rationales for branding a university:Should we be seeking to Journal of Brand Management.18():411-422.
Cownie,F.J.(2014).Students'reports of normative commitment within U.K.higher education Proceedings of the Academy of Marketing Conference,Bournemouth University.
Farooq, O.,Payaud,M.,Merunka, D., Valette-Florence, P. (2014). The impact of corporate social responsibility on organizational commitment: Exploring multiple mediation mechanisms. Journal of Business Ethics 125:563-580.
Floyd,A.and Dimmock,C.(2011).'Jugglers','copers'and'strugglers':academics'perceptions of being a head of department in a post-1992 UK university and how it influences their future careers.Journal of Higher Education Policy and Management 33(4):387-399.
Fullerton,G.(2005). How commitment both enables and undermines marketing relationships.EuropeanJournal of Marketing,39 (11/12): 1372-1388.
Fullerton,G.(2011). Creating advocates:The roles of satisfaction,trust and commitment Journal of Retailingand Consumer Services:18:92-100.
Gruen,T.W.,Summers,J.O.,Acito,F.(2000).Relationship marketing activities,commitment and membership behaviors in professional associations Journal of Marketing 64(July):34-49.
Gundlach,G.,T.,Achrol,R.,S.and Mentzer,J.,T.(1995).The structure of commitment in exchange Journal of Marketing,59 (January): 78-92.
Gustafsson,A.,Johnson,M.,Roos,I.(2005).The effects of customer satisfaction, relationship commitment dimensions and triggers on customer retention Journal of Marketing,69(4): 210-218.
Hansen,H.,Sandvik,K.,Selnes,F.(2003).Direct and indirect effects of commitment to a service employee on the intention to stay Journal of Service Research 5(4):356-368.
Harrison-Walker,L.J.(2001).The measurement of word-of-mouth communication and an investigation of service quality and customer commitm ent as potential antecedents. Journal of Service Research,4(1):60-75.
Hennig-Thurau,T.,Langer,M.F.,Hansen,U.(2001).Modeling and managing student loyalty-an approach based on the concept of relationship quality Journal of Service Research,3(4):331-344.
Lacey,R.,Suh,J.,Morgan,R.,M.(2007).Differential effects of preferential treatment
levels on relational outcomes Journal of Service Research9(3):241-256.
Moorman,C.,Zaltman,G., Despande,R.(1992).Relationships between providers and users of marketing research: the dynamics of trust within and between organisations Journal of Marketing Research.29 (August):314-329.
Morgan,R.& Hunt,S.(1994).The commitment-trust theory of relationship marketing.Journal of Marketing. 58(3):20-38.
Rojas-Mendez,J.I., Vasquez-Parraga,A. Z., Kara,A., Cerda-Urrutia,A.,(2009).Determinants of studentloyalty in higher education:A tested relationship approach in Latin America Latin American Business Review 10:21-39.
Sharma,N.,Young,L.,Wilkinson,I.(2006).The commitment mix:Dimensions of
commitment in international trading relationships in India.Journal of International Marketing,14(3):64-91.
Sun,T.,Ayoun,B.,Calhoun,J.(2013).The effect of organisational commitment on word-of-mouth intentionsin recruitment in China Journal of Human Resources in Hospitality and Tourism,12:192-216.
Tsai,M.,Huang,C.(2008).The relationship among ethical climate types,facets of job satisfaction andthe three components of organisational commitment:a study of nurses in Taiwan.Journal of Business Ethics,80:565-581.
Vivek,A.,Beatty,S., Morgan,R.(2012). Customer engagement: Exploring customer relationships beyond purchase Journal of Marketing Theory and Practice 20(2):127-145.
Wong,H.,Wong,R.(2012).Relationship commitment in self-financed higher education International Journalof Business and Management,7(7):15-23.
Bendapudi,N.,Berry,L.L.(1997). Customers'motivations for maintaining relationships with service providers Journal of Retailing,73(10):15-37.
Bennett,R.,Ali-Choudhury,R.(2009).Prospective Students'Perceptions of University Journal of Marketing for Higher Education.2009,19(1):85-107.
Bennett,R.,Kane,S.(2010).Factors associated with high first year undergraduate
retention rates in business departments with non-traditional student intakes.International Journal of Management Education 8(2):53-66.
Blunch,N.J.(2008).Introduction to structural equation modelling.Sage Publications,London.
Brown,T.J.,Barry,T.,E.,Dacin,P.A.,Gunst,R.,F.,(2005).Spreading the word:Investigating antecedents of consumers'positive word-of-mouth intentions and behaviours in a retailing context.Journal of the Academy of Marketing Science.33(2):123-138.
Byrne.B.M.(2010).Structural Equation Modelling with A.M.O.S.:Basic concepts,applications and programming(second edition).Routledge,New York.
Chapleo,C.(2011).Exploring rationales for branding a university:Should we be seeking to Journal of Brand Management.18():411-422.
Cownie,F.J.(2014).Students'reports of normative commitment within U.K.higher education Proceedings of the Academy of Marketing Conference,Bournemouth University.
Farooq, O.,Payaud,M.,Merunka, D., Valette-Florence, P. (2014). The impact of corporate social responsibility on organizational commitment: Exploring multiple mediation mechanisms. Journal of Business Ethics 125:563-580.
Floyd,A.and Dimmock,C.(2011).'Jugglers','copers'and'strugglers':academics'perceptions of being a head of department in a post-1992 UK university and how it influences their future careers.Journal of Higher Education Policy and Management 33(4):387-399.
Fullerton,G.(2005). How commitment both enables and undermines marketing relationships.EuropeanJournal of Marketing,39 (11/12): 1372-1388.
Fullerton,G.(2011). Creating advocates:The roles of satisfaction,trust and commitment Journal of Retailingand Consumer Services:18:92-100.
Gruen,T.W.,Summers,J.O.,Acito,F.(2000).Relationship marketing activities,commitment and membership behaviors in professional associations Journal of Marketing 64(July):34-49.
Gundlach,G.,T.,Achrol,R.,S.and Mentzer,J.,T.(1995).The structure of commitment in exchange Journal of Marketing,59 (January): 78-92.
Gustafsson,A.,Johnson,M.,Roos,I.(2005).The effects of customer satisfaction, relationship commitment dimensions and triggers on customer retention Journal of Marketing,69(4): 210-218.
Hansen,H.,Sandvik,K.,Selnes,F.(2003).Direct and indirect effects of commitment to a service employee on the intention to stay Journal of Service Research 5(4):356-368.
Harrison-Walker,L.J.(2001).The measurement of word-of-mouth communication and an investigation of service quality and customer commitm ent as potential antecedents. Journal of Service Research,4(1):60-75.
Hennig-Thurau,T.,Langer,M.F.,Hansen,U.(2001).Modeling and managing student loyalty-an approach based on the concept of relationship quality Journal of Service Research,3(4):331-344.
Lacey,R.,Suh,J.,Morgan,R.,M.(2007).Differential effects of preferential treatment
levels on relational outcomes Journal of Service Research9(3):241-256.
Moorman,C.,Zaltman,G., Despande,R.(1992).Relationships between providers and users of marketing research: the dynamics of trust within and between organisations Journal of Marketing Research.29 (August):314-329.
Morgan,R.& Hunt,S.(1994).The commitment-trust theory of relationship marketing.Journal of Marketing. 58(3):20-38.
Rojas-Mendez,J.I., Vasquez-Parraga,A. Z., Kara,A., Cerda-Urrutia,A.,(2009).Determinants of studentloyalty in higher education:A tested relationship approach in Latin America Latin American Business Review 10:21-39.
Sharma,N.,Young,L.,Wilkinson,I.(2006).The commitment mix:Dimensions of
commitment in international trading relationships in India.Journal of International Marketing,14(3):64-91.
Sun,T.,Ayoun,B.,Calhoun,J.(2013).The effect of organisational commitment on word-of-mouth intentionsin recruitment in China Journal of Human Resources in Hospitality and Tourism,12:192-216.
Tsai,M.,Huang,C.(2008).The relationship among ethical climate types,facets of job satisfaction andthe three components of organisational commitment:a study of nurses in Taiwan.Journal of Business Ethics,80:565-581.
Vivek,A.,Beatty,S., Morgan,R.(2012). Customer engagement: Exploring customer relationships beyond purchase Journal of Marketing Theory and Practice 20(2):127-145.
Wong,H.,Wong,R.(2012).Relationship commitment in self-financed higher education International Journalof Business and Management,7(7):15-23.