The effects of students: University identification on student’s extra role behaviours and turnover intention

Abstract

Purpose

The purpose of this paper is to investigate the role of university identification to explain students’ involvement in extra-role behaviours and turnover intentions. The theoretical model developed, specifies the relationships between university identity and identification and between identification and behavioural patterns.

Design/methodology/approach

Data have been collected from a sample of 338 students from an Italian University. Then, they have been analysed adopting linear regression models (multiple when occurs) and a path analysis through structural equations models has been developed. The Sobel test has been used in the analysis to verify the mediator role of variables.

Findings

The results show that: the university identity perception of students have significant effect on university identification process; and student-university identification have significant effect on student’s advocacy, that is negatively related to turnover intention.

Originality/value

This paper provides support for the importance of brand management in higher educational context. Institutions would benefit from communicating their identities clearly, coherently and in a persuasive manner, emphasising those aspects of the university’s identity that students and future students will perceive as prestigious and similar to their identities.

Citation

Pinna, R., Carrus, P.P., Musso, M. and Cicotto, G. (2018), "The effects of students: University identification on student’s extra role behaviours and turnover intention", The TQM Journal, Vol. 30 No. 5, pp. 458-475. https://doi.org/10.1108/TQM-11-2017-0153