Blue blood students of occupational dynasties and their university choice: the moderating role of parent-child occupational following

• Published in: Journal of marketing for higher education Vol. ahead-of-print; no. ahead-of-print; pp. 1 - 24
• Main Authors: Eldegwy, Ahmed, Elsharnouby, Tamer H., Kortam, Wael
• Format: Journal Article
• Language: English
• Published: Routledge 25.01.2023
• Subjects: extra-role behaviour; Occupational following; staff-student interaction; student satisfaction; university brand preference; university decision
• ISSN: 0884-1241; 1540-7144
• DOI: 10.1080/08841241.2022.2163334

This study sheds light on a new category of students in higher education marketing literature - namely, occupational followers. We draw on expectancy-value theory, occupational following theory, and consumer buying behaviour premises to develop and empirically test a model for university choice decision. Data was collected from 367 prospective university students divided into two groups: occupational followers and non-occupational followers. Data was analysed using structural equation modelling. Results indicate that staff-new student online interactions are a key driver of new student satisfaction with online subject taster programs. The study provides empirical support for the direct effect of student satisfaction in shaping students' extra-role behaviour and university brand preference. Specifically, occupational following moderates the relationship between brand preference and university decision as well as the relationship between extra-role behaviour and university decision.