Understanding and Conceptualizing Alumni Citizenship Behavior: Initial Study

Fakhrul Anwar, Zainol and Hasnizam, Shaari and Salniza, Md. Salleh and Selvan, Perumal (2018) Understanding and Conceptualizing Alumni Citizenship Behavior: Initial Study. International Academic Research Journal of Business and Technology, 2 (2). pp. 13-20. ISSN 2289-8433

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The study on examining alumni behavior towards their alma mater had gained considerable attention from both scholars and practitioners. However, previous studies specifically directed to understand alumni willingness to donate and giving behavior. Study that attempt to understand how alumni contribute and what are relevant alumni behaviors that possibly affect overall university performance rather limited. Hence, guided with Social Exchange Theory and Organizational Citizenship Behavior conception, this study attempts to identify what are the relevant alumni supportive behaviors which is termed as alumni citizenship behavior. Based on focus group interview, few themes that possible explain alumni citizenship behaviors were observed; namely donors and giving, university loyalty, university engagement, coaching and mentoring and university recommendation. Implication and recommendation for future research also were discussed in this article.

Item Type: Article
Uncontrolled Keywords: Alumni citizenship behavior, relationship marketing, customer helping behavior, organizational citizenship behavior, social exchange theory
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Business and Management
Depositing User: Rafidah M.Saaid
Date Deposited: 20 Mar 2022 03:21
Last Modified: 20 Mar 2022 03:21
URI: http://eprints.unisza.edu.my/id/eprint/6403

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