ANTESEDEN KEPUASAN DAN RASA PERCAYA SERTA KONSEKUENSINYA TERHADAP INTENSI PERILAKU

Wenny Chandra Mandagie

Abstract


The purpose of this study to analyze the factors affecting the intentions of alumni who are willing to assist their university, whether financial or non-financial. The intentions of alumni are consequences of satisfaction and trust, where satisfaction and trust are the mediating variables of academic experience, current income, relation and agency image. The study was conducted through a survey method that included 250 respondents living in Jakarta, with middle and upper class economic levels. The sampling technique used is proportionate stratified random sampling. Structural Equation Modeling (SEM) was used to analyze the data. The finding from this study is the antecedent factors of satisfaction and trust including academic experience, income, relationships, and institution image that are proven to be positive and significantly influential in satisfaction and trust, partially or simultaneously. The behavior intention as a consequence of trust and satisfaction are found to be positive and significant although only moderate. Based on the findings, Indonesian higher education has to improve student’s satisfaction and trust through improvement of academic experience, relationship and institution image because the alumni will measure their satisfaction based on their current income. Therefore, for further research it is advisable to explore motivational factor, family education values and cultural factors as antecedents of behavior intention.

Keywords


academic experience; income; customer relationship; image; satisfaction; trust; and behavior intention.

Full Text:

PDF

References


Abosag, I., Tynan, C., & Lewis, C. (2006). The Commitment-Trust Theory: The British and Saudi Arabian Cross-National Perspectives. Researchgate, Published: January, 6, 2006.

Aghaz, A., Hashemi, A., & Atashgah, M. S. S. (2015). Factors Contributing to University Image: The Postgraduate Students' Points of View. Journal of Marketing for Higher Education, 25(1), 104-126.

Alexander, J., Koenig H., Faulth, H. F., & Du, B. (2014). Advancement in Higher Education: the Role of Marketing in Building Philantrophic Giving. Journal of Marketing for Higher Education, 24(2), 243-256.

Alves, H. (2010). The Measurement of Perceived Value in Higher Education: a Uni dimensional Approach. Universidade Da Beira Interior.

Alves, H., & Raposo, M. (2010). The Influence of University Image on Student Behavior. International Journal of Educational Management, 24(1)

Alzamel, S. (2014). Factors that influence student satisfaction with international programs in institutions of higher education: A proposed case study of University of Dayton. International Journal of Global Business, 7(1), 15-24.

Aritonang, L. R. (2014). Student Loyalty Modelling. Triste Journal, XXVI(1), 77-91.

Banwet, D. K., & Datta, B. (2003). A study of the effect of perceived lecture quality on post-lecture intentions. Work Study, 52(5), 234-243.

Bauer, K. W., & Bennett, J. S. (2012). Alumni Perceptions Used to Assess Undergraduate Research Experience. National Science Foundation RAIRE Award 9620082 and National Science Foundation REC Award 9902000.

Bingham, F. G., Quigley, Jr., Charles J. Jr., & Murray, K. B. (2003). An Investigation of the influence Acknowledgement Program Have on Alumni Giving Behavior: Implication of Marketing Strategy. Journal of Marketing for Higher Education, 12(2), 1-14.

Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2012). Consumer Behavior. Cengage Learning. Canada.

Bowden, J. l. H. (2009). The process of customer engagement: a conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63–74.

Brown, R. M., & Mazzarol, T. W. (2009). The importance of institutional image to student satisfaction and loyalty within higher education. Higher Education, 58(1), 81-95.

Christina, F. S. (2014). Pengaruh Kualitas Pelayanan dan Citra Korporasi Terhadap Kesetiaan Pelanggan Melalui Kepuasan Pelanggan. Jurnal Manajemen dan Pemasaran Jasa, 7(2), 91-124. http://dx.doi.org/10.25105/jmpj.v7i2.803

Colbeck, R. (2016). Australian Education Exports Top AUS$19 Billion In 2015. http://monitor.icef.com/2016/02/australian-education-exports-top-aus19-billion- in-2015. Retrieved: 31 Oktober 2016.

Dean, J. G. (2006). Understanding the Implications of the Graduate Student Experience for Young Alumni Behavior. The Florida State University.

Dean, M. (2007). Development Officer About Factors that Influence Alumni Major Giving. Perception of Chief. Fullfill Requirement of Doctor Philosophy at Southern Illinois University, Carbondale.

Dessler, G., & Huat, T. C. (2006). Human resource management. An Asian perspective. Singapore: Prentice Hall.

Egan, J. (2011). Relationship Marketing: Exploring Relational Strategies in Marketing. 4th ed. Prentice Hall: Malaysia.

Gaier, S. (2005). Alumni Satisfaction with Their Undergraduate Academic Experienceand the Impact on Alumni Giving and Participation. International Journal of Educational Advancement, 5(4).

Gordon, I. H. (1998). Relationship Marketing. John Willey & Sons, Canada.

Jasfar, F. (2011). Pemasaran Jasa Antara Ekspektasi and Kenyataan. Penerbit Trisakti. Jakarta

Kalakota, R., & Robinson, M. (2001). M-Business: The Race to Mobility. New York: McGraw- Hill.

Kanstsperger, R., & Kunz, W. H. (2010). Customer Trust in Service Companies: A Multiple Mediating Analysis. Journal IT Service Theory and Practice. January. DOI:10.1108/09604521011011603.

Keaveany, S. M., & Young, C. E. (1997). The student satisfaction and retention model (SSRM). Working Paper. University Colorado. Denver. CO.

Kim, J., & Park, H. (2012). Fast nonnegative tensor factorization with an active-set-like method. High Performance Sci. Comput., Springer London.

Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson Education Limited.

Kunanusorn, A., & Puttawong, D. (2015). The Mediating Effect of Satisfaction on Student Loyalty to Higher Education Institution. European Scientific Journal (ESJ).

Lertputtarak, S., & Supitchayangkool, S. (2014). Factors Influencing Alumni Donations. International Journal of Business and Management, 9(3).

Lin, L. Y., & Lu, C. Y. (2010). The Influence Of Corporate Image, Relationship Marketing, and Trust on Purchase Intention: The Moderating Effects Of Word‐Of‐Mouth. Tourism Review, 65(3), 16-34.

Liu, Y., Dong, D., & Burnkant R. (2013). Provide Consumers with What They Want on Word of Mouth Forums. iBusiness, 5(1A), 58-66. doi: 10.4236/ib.2012.51A007.

Lovelock, C., & Wirtz, J. (2016). Services Marketing: People, Technology, Strategy. 8th Edition. World Scientific, ISBN 9781944659004.

Mavondo F., & Zaman, M. (2000). Student Satisfaction With Tertiary Institution and Recommending it to Prospective Students. Bathurst, Australia: Charles Sturt University.

McCloy, U., & Liu, S. (2010). What are the Influencers of Graduate Satisfaction and Labour Market Outcomes of Ontario College Graduates? An Analysis of Ontario’s College Graduate Satisfaction Survey Results. Higher Education Quality Council of Ontario.

Méndez, J. I. R., Parraga A. Z. V., Kara, A., & Urrutia, A. C. (2009). Determinants of Student Loyalty in Higher Education: A Tested Relationship Approach in Latin America. Journal Latin American Business Review. 10(1).

Morgan, R., & Hunt, S. (1994). The Commitment Trust Theory of Relationship Marketing. Journal of Marketing. 58(3), 20-38.

Munteanu, C., Ceobanu, C., & Anton, O. (2010). An Analysis of customer satisfaction in a higher education context. International Journal of Public Sector. 23(2), 124-140.

Nguyen, N., & LeBlanc, Gaston. (2001). The mediating role of corporate image on customers’ retention decision an investigation in finacial services. International Journal of Bank Marketing, 16, 52-65.

Nicholson, C., Compeau, L., & Sethi, R. (2001). The role of interpersonal liking in building trust in long-term channel relationship. Academy of Marketing Science Journal, 29(1), 3-15.

Oliver, R. L. (1981). Measurement and Evaluation of Satisfaction Process in Retail Setting. Journal of Retailing, 57, 25-48.

Oluseye, O. O., Tairat, B. T., & Emmanuel, J. O. (2014). Customer Relationship Management Approach and Student Satisfaction in Higher Education Marketing. International Journal of Competitive.

Palmer, A., & Lewis, N. K. (2008). Experiential Bases for Relationship Development: A Study of Alumni Relationships. Journal of Relationship Marketing, 7(1), 65-90.

Parasuraman, A., Zeithaml, V. A., & Berry L. L. (1994). Moving Forward in Service Quality Research: Measuring Different Customer-Expectation Levels, Comparing Alternative Scales, and Examining the Performance-Behavioral Intentions Link. Marketing Science Institute, 94-114.

Pike, G. R. (1994). The Relation Between Alumni Satisfaction and Work Experience. Research in Higher Education, 35(1).

Porter, T., Hartman, K., & Johnson, J.S. (2011). Books and Balls: Antecedents and Outcomes of College Identification. Research in Higher Education Journal, 13, 1-14.

Sarwar, M. Z., Kashif, S. A., & Pervaiz, S. (2012). The Effect of Customer Trust on Customer Loyalty and Customer Retention: A Moderating Role of Cause Related Marketing. Global Journal of Management and Business Research, 12(6).

Schiffman, L., & Wisenblit, J. L. (2015). Customer Behavior. Ed.11th. Pearson Education England.

Schiffman, L., O’Cass, A., Paladino, A., Allesandro, S., & Bednall, D. (2011). Customer Behavior. Ed 5th. Pearson Education Australia.

Schmidt, P. (2015). A Major Barrier to Alumni Giving: Graduates’ Mistrust. The Chronicle of Higher Education.

Selnes, F. (1998). Antecedent and consequences of trust and satisfaction in buyer seller relationship. European Jurnal of Marketing, 32(3/4), 305-22.

Shpetim, C. (2012). Exploring the Relationship among Service Quality, Satisfaction, Trust and Store Loyalty among Retail Customer. Journal of Competitiveness, 4(4), 16-35.

Sirgy, M. J., & Jeffrey, E. (1982). Self-Image/Product-Image Congruence Models: Testing Selected Models. Consumer Research, 09, eds. Andrew Mitchell, Ann Abor, MI : Association for Consumer Research, 556-561.

Sopon D., Ilie, L., & Petean, F. (2013). Quality of Educational Services: The influence of external factors on university student satisfaction. Managerial Challenges of the Contemporary Society, 6, 112-116.

Stewart, S., & Guevara, C. B. (2011). Do Student Evaluations Match Alumni Expectations? Boston U. School of Management Research Paper, 2011(9). Available at SSRN: https://ssrn.com/abstract=1807863 or http://dx.doi.org/10.2139/ssrn.1807863

Stukalina, Y. (2014). Identifying Predictors of Student Satisfaction and Student Motivation in the Framework of Assuring Quality in the Delivery of Higher Education Services. Business, Management and Education, 12(1).

Sung, M., & Yang, S. U. (2008). Toward the Model of University Image: The Influence of Brand Personality, External Prestige, and Reputation. Journal of Public Relations Research, 20(4).

Tanudjaya, P. K. (2014). Pengaruh Kualitas Pelayanan Klinik Gigi Terhadap Kepuasan dan Kepercayaan Pasien Sehingga Meningkatkan Keinginan Untuk Berobat Kembali. Jurnal Manajemen dan Pemasaran Jasa, 7(1), 39-60. http://dx.doi.org/10.25105/jmpj.v7i1.520

Thomas, S. (2011). What Drives Student Loyalty in Universities: An Empirical Model from India. Published by Canadian Center of Science and Education. International Business Research, 4(2).

Treadwell, D. F., & Harrison, T. M. (1997). Conceptualizing and Assessing Organizational Image: Modal Images, Commitment and Communication. Communication Monographs, 61, 658-672.

Tsao, J. C. & Coll, G. (2004). To give or not to give: Factors determining alumni intent to make donations as a PR outcome. Journalism & Mass Communication Educator, 59(4), 381-392.

Tsao. J., & Coll, G. (2004). To give or not Give: Factors Determining Alumni Intent to Make Donation as a PR Outcome. Journalism and Mass Communication Educator. Winter Ed. Pg. 59.

Wilkins, S., Balakrishnan, M.S., & Huisman, J. (2012). Student satisfaction and student perceptions of quality at international branch campuses in the United Arab Emirates. Journal of Higher Education Policy and Management, 34(5), 543-55.

Yusoff, M., McLeay, F., & Burton, H. W. (2015). Dimensions Driving Business Student Satisfaction In Higher Education. Quality Assurance In Education, 23(1), 86-104.




DOI: http://dx.doi.org/10.25105/jmpj.v10i1.1624

Refbacks

  • There are currently no refbacks.




Copyright (c) 2018 Jurnal Manajemen dan Pemasaran Jasa

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Lisensi Creative Commons

Jurnal manajemen dan pemasaran jasa  Lisensi Creative Commons Atribusi-NonKomersial 4.0 Internasional.