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Does Customer Identity Make Any Difference On Student Academic Performance and Student-Lecturer Relationship?

Dr. Zuraidah binti Zainol, Suzyanty Mohd Shokory, Rusliza Yahaya, Bahijah Abas, Azita Yonus, Mohd Kamarul Irwan Abdul Rahim.

Abstract
Marketization has forced higher education institutions (HEIs) to pursue student-as-customer (SAC) orientation. Despite its advantages, it has been raised that SAC could create more harm that may affect the pursuit to produce quality and balanced graduates. Much research has addressed the issue, but there remain paucity of empirical research on the extent to which students have embraced the customer identity (CI) and the impact of CI among students. Hence, this study seeks to determine the level of CI and the impact of CI on academic performance and student-lecturer relationship among Malaysian students. This study employed a quantitative approach. Data were obtained from a sample consisted of 300 students using a self-administered questionnaire. Data were analysed using descriptive analysis and structural equation modelling (SEM). The findings reveal that only a small number of students at Malaysia HEIs embrace the CI. Further, the effect of CI is only significant on academic performance, not on student-lecturer relationship. CI negatively affect academic performance, indicating the higher the CI, the lower the student academic performance. The findings enrich the understanding of the roles of CI among HEIs students and serve as a reference point that could stimulate and guide future research on the CI, particularly in Malaysia educational context.

Key words: student-as-customer identity; academic performance; student-lecturer relationship; relationship marketing; structural equation modelling


 
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How to Cite this Article
Pubmed Style

Dr. Zuraidah binti Zainol, Suzyanty Mohd Shokory, Rusliza Yahaya, Bahijah Abas, Azita Yonus, Mohd Kamarul Irwan Abdul Rahim,. Does Customer Identity Make Any Difference On Student Academic Performance and Student-Lecturer Relationship?. EEO. 2020; 19(4): 24-35. doi:10.17051/ilkonline.2020.04.103

Web Style

Dr. Zuraidah binti Zainol, Suzyanty Mohd Shokory, Rusliza Yahaya, Bahijah Abas, Azita Yonus, Mohd Kamarul Irwan Abdul Rahim,. Does Customer Identity Make Any Difference On Student Academic Performance and Student-Lecturer Relationship?. http://ilkogretim-online.org//?mno=19060 [Access: October 23, 2020]. doi:10.17051/ilkonline.2020.04.103

AMA (American Medical Association) Style

Dr. Zuraidah binti Zainol, Suzyanty Mohd Shokory, Rusliza Yahaya, Bahijah Abas, Azita Yonus, Mohd Kamarul Irwan Abdul Rahim,. Does Customer Identity Make Any Difference On Student Academic Performance and Student-Lecturer Relationship?. EEO. 2020; 19(4): 24-35. doi:10.17051/ilkonline.2020.04.103


Vancouver/ICMJE Style

Dr. Zuraidah binti Zainol, Suzyanty Mohd Shokory, Rusliza Yahaya, Bahijah Abas, Azita Yonus, Mohd Kamarul Irwan Abdul Rahim,. Does Customer Identity Make Any Difference On Student Academic Performance and Student-Lecturer Relationship?. EEO. (2020), [cited October 23, 2020]; 19(4): 24-35. doi:10.17051/ilkonline.2020.04.103


Harvard Style

Dr. Zuraidah binti Zainol, Suzyanty Mohd Shokory, Rusliza Yahaya, Bahijah Abas, Azita Yonus, Mohd Kamarul Irwan Abdul Rahim, (2020) Does Customer Identity Make Any Difference On Student Academic Performance and Student-Lecturer Relationship?. EEO, 19 (4), 24-35. doi:10.17051/ilkonline.2020.04.103


Turabian Style

Dr. Zuraidah binti Zainol, Suzyanty Mohd Shokory, Rusliza Yahaya, Bahijah Abas, Azita Yonus, Mohd Kamarul Irwan Abdul Rahim,. 2020. Does Customer Identity Make Any Difference On Student Academic Performance and Student-Lecturer Relationship?. Elementary Education Online, 19 (4), 24-35. doi:10.17051/ilkonline.2020.04.103


Chicago Style

Dr. Zuraidah binti Zainol, Suzyanty Mohd Shokory, Rusliza Yahaya, Bahijah Abas, Azita Yonus, Mohd Kamarul Irwan Abdul Rahim,. "Does Customer Identity Make Any Difference On Student Academic Performance and Student-Lecturer Relationship?." Elementary Education Online 19 (2020), 24-35. doi:10.17051/ilkonline.2020.04.103


MLA (The Modern Language Association) Style

Dr. Zuraidah binti Zainol, Suzyanty Mohd Shokory, Rusliza Yahaya, Bahijah Abas, Azita Yonus, Mohd Kamarul Irwan Abdul Rahim,. "Does Customer Identity Make Any Difference On Student Academic Performance and Student-Lecturer Relationship?." Elementary Education Online 19.4 (2020), 24-35. Print. doi:10.17051/ilkonline.2020.04.103


APA (American Psychological Association) Style

Dr. Zuraidah binti Zainol, Suzyanty Mohd Shokory, Rusliza Yahaya, Bahijah Abas, Azita Yonus, Mohd Kamarul Irwan Abdul Rahim, (2020) Does Customer Identity Make Any Difference On Student Academic Performance and Student-Lecturer Relationship?. Elementary Education Online, 19 (4), 24-35. doi:10.17051/ilkonline.2020.04.103


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