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

Higher education institutions are working hard to associate their names with a positivebrand image. However, an increasing phenomenon significantly affecting JordanianUniversities is campus violence perpetrated by consumer misbehaviour. Consumermisbehaviour in higher education has not been adequately researched and the incidencesof 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 marketingperspective, this thesis aims to explore the influence of consumer misbehaviour oninternational students’ perspective of Jordanian Higher Education Institutions’ (JHEIs)brand image. For reasons of clarity and international theoretical relevance, this thesisadopts the international term “consumer misbehaviours” in referring to the phenomenonof campus violence in JHEIs. Qualitative empirical semi-structured interviews withvarious international students were conducted in four Jordanian universities in order togain an in-depth understanding of the phenomena and its influence on the brand imageof JHEIs. This study revealed the prevalence of consumer misbehaviours and theirconsequences for JHEIs. The findings revealed multiple drivers of consumermisbehaviours, for example personal, cultural norms, academic, political, economic,and institutional. Furthermore, the types of consumer misbehaviours revealed, includedverbal and psychological abuse, physical assault, sexual harassment, property damage,tribal brawls, discrimination and racism. Moreover, consumer misbehaviours werefound to have a negative influence on the international brand image of Jordanian HigherEducation (JHE), which subsequently affects the Jordanian economy. Despite this, thefindings also showed that consumer misbehaviours are not always negative. Forexample, fighting against the injustices of universities’ policies, and forcing institutionsto employ more security and qualified staff. The outcomes of this study generatenumerous implications and suggestions for theorists and practitioners in the educationalmarketing field in order to mitigate student consumer misbehaviours. Higher educationinstitutions 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 thesafety of customers and staff. Examples of such policies include: engagement andcollaboration, encouragement of good conduct, and increase collaborations with all HEstakeholders etc. Accordingly, the results provide a foundation on which future researchcan be built.

Level dc:type.qualificationlevel

Doctoral (Level 8)

Year dc:date.issued

2016

Author dc:creator

• Hailat, KQ

Language dc:language

en

Identifier

oai:salford-repository.worktribe.com:1399724

OAI identifier oai:identifier

oai:salford-repository.worktribe.com:1399724