Determinants of Brand Advocacy in Academia: Analyzing the Role of Service Quality and Lecturer Competence

DOI: https://doi.org/10.33650/al-tanzim.v8i1.5809

Authors (s)


(1) * Nur Hendrasto   (Institut Agama Islam Tazkia)  
        Indonesia
(2)  Asnan Purba   (Institut Agama Islam Tazkia)  
        Indonesia
(3)  Abdullah Haidar   (Institut Agama Islam Tazkia)  
        Indonesia
(4)  Evania Herindar   (Institut Agama Islam Tazkia)  
        Indonesia
(5)  Fauziah Chairiyati   (Universitas Jambi)  
        Indonesia
(*) Corresponding Author

Abstract


This study delves into the interplay between the quality of educational services and lecturer competence at IAI TAZKIA and their effects on brand advocacy. Analyzing data from 305 graduates and students across seven cohorts (2015-2021) and academic disciplines, it employs structural equation modeling (SEM) to explore these dynamics. The findings reveal that while lecturer competence does not significantly impact brand advocacy, the quality of educational services does. Specifically, postgraduate programs are perceived to offer the highest service quality, whereas Islamic Accounting and Islamic Business Management are viewed less favorably. Islamic Broadcasting Communication, a new field, needs more specialized faculty. Regarding lecturer competence, postgraduate students report the highest levels, with Islamic Economics instructors deemed more competent than those in Sharia Accounting, despite the latter's "A" accreditation. Brand advocacy is lowest among Sharia Business Management graduates, whereas postgraduate programs see the highest engagement in brand advocacy efforts. The research aims to position the campus as a benchmark for improving lecturer competence and service quality, enhancing institutional brand advocacy and competitive standing.

Keywords

Brand Advocacy, Lecturer Competence, Service Quality



Full Text: PDF



References


Asnawi, N., Sukoco, B. M., & Fanani, M. A. (2020). The Role of Service Quality Within Indonesian Customers Satisfaction and Loyalty and Its Impact on Islamic Banks. Journal of Islamic Marketing, 11(1), 192-212. https://doi.org/10.1108/JIMA-09-2017-0144

Benitez, J., Henseler, J., Castillo, A., & Schuberth, F. (2020). How to Perform and Report an Impactful Analysis Using Partial Least Squares: Guidelines for Confirmatory and Explanatory IS Research. Information & Management, 57(2), 103168. https://doi.org/10.1016/j.im.2019.103168

Bound, J., Braga, B., Khanna, G., & Turner, S. (2021). The Globalization of Postsecondary Education: The Role of International Students in the US Higher Education System. Journal of Economic Perspectives, 35(1), 163-184. https://doi.org/10.1257/jep.35.1.163

Bradu, P., Biswas, A., Nair, C., & Gopalakrishnan, A. V. (2023). Recent Advances in Green Technology and Industrial Revolution 4.0 for a Sustainable Future. Environmental Science and Pollution Research, 30(60), 124488-124519. https://doi.org/10.1007/s11356-022-02261-0

Carayannis, E. G., & Morawska-Jancelewicz, J. (2022). The Futures of Europe: Society 5.0 and Industry 5.0 as Driving Forces of Future Universities. Journal of the Knowledge Economy, 13(4), 3445-3471. https://doi.org/10.1007/s13132-022-00736-0

Cho, G., & Choi, J. Y. (2020). An Empirical Comparison of Generalized Structured Component Analysis and Partial Least Squares Path Modeling Under Variance-Based Structural Equation Models. Behaviormetrika, 47(1), 243-272. https://doi.org/10.1007/s41237-020-00131-

Dam, S. M., & Dam, T. C. (2021). Relationships Between Service Quality, Brand Image, Customer Satisfaction, and Customer Loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 585-593.

Flaherty, T. M., & Rogowski, R. (2021). Rising Inequality as a Threat to the Liberal International Order. International Organization, 75(2), 495-523. https://doi.org/10.1017/S0020818321000281

Gupta, A., Singh, R. K., & Mangla, S. K. (2022). Evaluation of Logistics Providers for Sustainable Service Quality: Analytics-Based Decision Making Framework. Annals of Operations Research, 315(2), 1617-1664. https://doi.org/10.1007/s10479-020-03636-8

Hallencreutz, J., & Parmler, J. (2021). Important Drivers for Customer Satisfaction–From Product Focus to Image and Service Quality. Total Quality Management & Business Excellence, 32(5-6), 501-510. https://doi.org/10.1080/14783363.2018.1471966

Harini, H., Wahyuningtyas, D. P., Sutrisno, S., Wanof, M. I., & Ausat, A. M. A. (2023). Marketing Strategy for Early Childhood Education (ECE) Schools in the Digital Age. Jurnal Obsesi: Jurnal Pendidikan Anak Usia Dini, 7(3), 2742-2758. https://doi.org/10.31004/obsesi.v7i3.1052

Jefferson, D. J. (2020). Compliance with Resistance: How Asia Can Adapt to the UPOV 1991 Model of Plant Breeders’ Rights. Journal of Intellectual Property Law & Practice, 15(12), 1012-1020. https://doi.org/10.1093/jiplp/jpaa072

Jenneboer, L., Herrando, C., & Constantinides, E. (2022). The Impact of Chatbots on Customer Loyalty: A Systematic Literature Review. Journal of Theoretical and Applied Electronic Commerce Research, 17(1), 212-229. https://doi.org/10.4067/S0718-18762017000300338

Kasirzadeh, A., & Gabriel, I. (2023). In Conversation with Artificial Intelligence: Aligning Language Models with Human Values. Philosophy & Technology, 36(2), 1-24. https://doi.org/10.1007/s13347-022-00464-0

Lintangsari, A. P., & Emaliana, I. (2020). Inclusive Education Services for the Blind: Values, Roles, and Challenges of University EFL Teachers. International Journal of Evaluation and Research in Education, 9(2), 439-447. https://doi.org/10.11591/ijere.v9i2.20080

Mariotti, S. (2022). A Warning from the Russian–Ukrainian War: Avoiding a Future That Rhymes with the Past. Journal of Industrial and Business Economics, 49(4), 761-782. https://doi.org/10.1007/s40812-021-00206-x

Meyer, M. W., & Norman, D. (2020). Changing Design Education for the 21st Century. She Ji: The Journal of Design, Economics, and Innovation, 6(1), 13-49. https://doi.org/10.1016/j.sheji.2020.03.001

Mokofe, W. M. (2021). The Changing World of Work and Further Marginalisation of Workers in South Africa: An Evaluation of the Relevance of Trade Unions and Collective Bargaining. Comparative and International Law Journal of Southern Africa, 54(2), 39-pages.

Mystakidis, S., Christopoulos, A., & Pellas, N. (2022). A Systematic Mapping Review of Augmented Reality Applications to Support STEM Learning in Higher Education. Education and Information Technologies, 27(2), 1883-1927. https://doi.org/10.1007/s10639-021-10664-2

Nugmanovna, M. A. (2022). The Place and Significance of Social and Legal Control in the Legal Socialization of the Individual in Civil Society. Asian Journal of Research in Social Sciences and Humanities, 12(2), 21-33.

Rana, M. B., & Sørensen, O. J. (2021). Levels of Legitimacy Development in Internationalization: Multinational Enterprise and Civil Society Interplay in Institutional Void. Global Strategy Journal, 11(2), 269-303. https://doi.org/10.1002/gsj.1414

Rymarczyk, J. (2020). Technologies, Opportunities and Challenges of the Industrial Revolution 4.0: Theoretical Considerations. Entrepreneurial Business and Economics Review, 8(1), 185-198. https://doi.org/10.15678/EBER.2020.080110

Saiyad, S., Virk, A., Mahajan, R., & Singh, T. (2020). Online Teaching in Medical Training: Establishing Good Online Teaching Practices from Cumulative Experience. International Journal of Applied and Basic Medical Research, 10(3), 149. https://doi.org/10.4103/ijabmr.IJABMR_348_20

Sarkis, J. (2020). Supply Chain Sustainability: Learning from the COVID-19 Pandemic. International Journal of Operations & Production Management, 41(1), 63-73. https://doi.org/10.1108/IJOPM-04-2020-0182

Sato, M., & Loewen, S. (2022). The Research–Practice Dialogue in Second Language Learning and Teaching: Past, Present, and Future. The Modern Language Journal, 106(3), 509-527. https://doi.org/10.1111/modl.12754

Shin, N., Park, S., & Kim, H. (2021). Consumer Satisfaction–Based Social Commerce Service Quality Management. BRQ Business Research Quarterly, 24(1), 34-52. https://doi.org/10.1177/2340944420926828

Susiang, M. I. N., Suryaningrum, D. A., Masliardi, A., Setiawan, E., & Abdillah, F. (2023). Enhancing Customer Experience Through Effective Marketing Strategies: The Context of Online Shopping. SEIKO: Journal of Management & Business, 6(2), 437-447. https://doi.org/10.15408/sjmb.v6i2.21023

Timm, J. M., & Barth, M. (2021). Making Education for Sustainable Development Happen in Elementary Schools: The Role of Teachers. Environmental Education Research, 27(1), 50-66. https://doi.org/10.1080/13504622.2019.1686417

Treichl, C. (2020). The Singapore Convention: Towards a Universal Standard for the Recognition and Enforcement of International Settlement Agreements?. Journal of International Dispute Settlement, 11(3), 409-429. https://doi.org/10.1093/jnlids/idz026

Villicaña, S., & Bell, J. T. (2021). Genetic Impacts on DNA Methylation: Research Findings and Future Perspectives. Genome Biology, 22(1), 127. https://doi.org/10.1186/s13059-021-02392-5

Vredenburg, J., Kapitan, S., Spry, A., & Kemper, J. A. (2020). Brands Taking a Stand: Authentic Brand Activism or Woke Washing?. Journal of Public Policy & Marketing, 39(4), 444-460. https://doi.org/10.1177/0743915619886072

Williamson, B., Eynon, R., & Potter, J. (2020). Pandemic Politics, Pedagogies and Practices: Digital Technologies and Distance Education During the Coronavirus Emergency. Learning, Media and Technology, 45(2), 107-114. https://doi.org/10.1080/17439884.2020.1761641

Yurtseven Avci, Z., O'Dwyer, L. M., & Lawson, J. (2020). Designing Effective Professional Development for Technology Integration in Schools. Journal of Computer Assisted Learning, 36(2), 160-177. https://doi.org/10.1111/jcal.12398

Zaini, A. W., Rusdi, N., Suhermanto, S., & Ali, W. (2022). Internalisasi Nilai-Nilai Pendidikan Agama di Sekolah: Perspektif Manajemen Pendidikan Islam. Journal of Educational Management Research, 1(2), 82-94. https://doi.org/10.30984/jemar.v1i2.4743


Article View

Abstract views : 127 times | PDF files viewed : 52 times

Dimensions, PlumX, and Google Scholar Metrics

10.33650/al-tanzim.v8i1.5809


Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Nur Hendrasto, Asnan Purba, Abdullah Haidar, Evania Herindar, Fauziah Chairiyati

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

Al-Tanzim : Jurnal Manajemen Pendidikan Islam
Published by Postgraduate of Nurul Jadid University, Probolinggo, East Java, Indonesia.