The influence of consumer misbehaviour on the perceived brand image of Jordanian Higher Education Institutions

Hailat, KQ 2016, The influence of consumer misbehaviour on the perceived brand image of Jordanian Higher Education Institutions , PhD thesis, University of Salford.

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Higher education institutions are working hard to associate their names with a positive brand image. However, an increasing phenomenon significantly affecting Jordanian Universities is campus violence perpetrated by consumer misbehaviour. Consumer misbehaviour in higher education has not been adequately researched and the incidences of campus violence are under reported by actors, and acted upon by the authorities. As, there is no single study in Jordan that has tackled campus violence from a marketing perspective, this thesis aims to explore the influence of consumer misbehaviour on international students’ perspective of Jordanian Higher Education Institutions’ (JHEIs) brand image. For reasons of clarity and international theoretical relevance, this thesis adopts the international term “consumer misbehaviours” in referring to the phenomenon of campus violence in JHEIs. Qualitative empirical semi-structured interviews with various international students were conducted in four Jordanian universities in order to gain an in-depth understanding of the phenomena and its influence on the brand image of JHEIs. This study revealed the prevalence of consumer misbehaviours and their consequences for JHEIs. The findings revealed multiple drivers of consumer misbehaviours, for example personal, cultural norms, academic, political, economic, and institutional. Furthermore, the types of consumer misbehaviours revealed, included verbal and psychological abuse, physical assault, sexual harassment, property damage, tribal brawls, discrimination and racism. Moreover, consumer misbehaviours were found to have a negative influence on the international brand image of Jordanian Higher Education (JHE), which subsequently affects the Jordanian economy. Despite this, the findings also showed that consumer misbehaviours are not always negative. For example, fighting against the injustices of universities’ policies, and forcing institutions to employ more security and qualified staff. The outcomes of this study generate numerous implications and suggestions for theorists and practitioners in the educational marketing field in order to mitigate student consumer misbehaviours. Higher education institutions can use the results of this study to make the educational environment safer, correct weaknesses identified by this study and develop policies, which will improve the safety of customers and staff. Examples of such policies include: engagement and collaboration, encouragement of good conduct, and increase collaborations with all HE stakeholders etc. Accordingly, the results provide a foundation on which future research can be built.

Item Type: Thesis (PhD)
Schools: Schools > Salford Business School
Funders: Yarmouk University, Jordan
Depositing User: KG Hailat
Date Deposited: 08 Dec 2016 09:32
Last Modified: 27 Aug 2021 23:30

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