STUDENT GRATITUDE AS A MEDIATOR BETWEEN EDUCATION SERVICE QUALITY AND DONATION INTENTION TO ALMA MATER

Jungki Lee, Korea University at Sejong, Sejong, South Korea
Sekhar Anantharaman, Indiana University of Pennsylvania, PA, U.S.A.

Published in

INTERNATIONAL JOURNAL OF BUSINESS RESEARCH
Volume 19, Issue 4, p45-54, December 2019

ABSTRACT

This study explores a mechanism whereby donation intention to alma mater is established among college students. The study proposes and empirically investigates student gratitude as a promising factor leading to students' intention to donate to their colleges after graduation. The study presents a research model that addresses not only the direct effect, but also the indirect effect, among the quality of education service, student gratitude toward alma mater, and donation intention to it. Data collection was carried out at a major business school in South Korea. The findings of the study present an insight into the understanding of the college students' post-graduate behavior and underscore the unique role the sense of gratitude plays in establishing students' donation intention. Implications for practitioners and researchers are discussed.

Keywords

service quality, sense of appreciation, gratitude, donation intention, donation to alma mater


About the Article

Abstract, Keywords, Page Numbers, etc

About the Journal

Managing Editors, Indexing, Best Practices

About The Publisher

History, Partners, Conferences

Access the Full Article

Log-in to IABE to access full article

Search IABE

Search IABE's articles by Title, Author, or keyword

Contact Us

Send a message to IABE