Teacher Proactivity Influencing Student Satisfaction and Loyalty Role of Job Crafting and Work Engagement

Abstract

Executive Summary During the recent past, various researchers have argued that educational institutions fall within the domain of service industry ( Joseph & Beatriz, 1997 , Journal of Marketing for Higher Education, 8(2), 1–13). Consequently, service marketers have placed unprecedented attention on education sector to explore the marketing aspect of academic institutions. Furthermore, because of intensifying global competition and increasing cost of education, academic institutions are placing additional emphasis on student-related outcomes rather than merely concentrating on the skills and abilities of their graduates. In this backdrop, this study investigates the hitherto unexplored antecedents of two significant student-related outcomes (student satisfaction and loyalty), that is, proactive personality of teachers. The study also provides a possible explanation of this relationship through the mediating role of job crafting and work engagement. This would help academicians to develop broader insights into the domain of antecedents of positive student experiences. Dyads of 159 teachers from 20 universities in India were created and responses were collected on job crafting and work engagement (self-ratings) and proactive personality (peer-ratings) using a structured questionnaire. About 608 students were approached from the same universities to collect data regarding their satisfaction and loyalty. The sample universities included both central and state universities. All constructs were measured using previously developed scales. The hypothesized relationships were tested in AMOS 20 using structural equation modeling. The results evidenced a significant positive influence of teacher proactivity on student satisfaction and their loyalty. Also, job crafting and work engagement are found to significantly and sequentially mediate the relationship between teacher proactivity and student outcomes. Therefore, academic practitioners are required to place additional emphasis on proactivity of the teaching staff so as to result in positive student service experience. It is suggested that the selection and recruitment process of teaching faculty be redesigned to identify proactivity of prospective teachers.