Factors Impacting Students’ Loyalty to Intangible Cultural Heritage Art Education: A Case of Chengdu Secondary School, China
Article Sidebar
Main Article Content
Abstract
Purpose: This study aims to assess the key variables that significantly impact students’ loyalty to intangible cultural heritage art courses at three secondary schools in Chengdu, China. Key variables are trust, commitment, service innovation, service quality, value, satisfaction, and loyalty. Research design, data, and methodology: The researcher used a quantitative technique to investigate 500 students in the three target middle schools with a questionnaire. The sampling methods are judgmental, quota and convenience sampling. The index of item-objective congruence (IOC) and pilot test (n=50) were conducted before the data collection. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) was used to determine the relationships between the research variables. Results: The results confirm that trust, commitment, service innovation and value significantly impact satisfaction. Furthermore, satisfaction has a significant impact on loyalty. Nevertheless, service quality has no significant impact on satisfaction. Conclusions: Middle school administrators and teaching staff should pay sufficient attention to the factors that have significantly influenced students’ loyalty to acknowledge and recognize the effectiveness of the “Intangible Cultural Heritage” in the fine arts curriculum. They should also consider the correlated teaching adjustments or reform in the future according to the findings of this research.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
The submitting author warrants that the submission is original and that she/he is the author of the submission together with the named co-authors; to the extend the submission incorporates text passages, figures, data, or other material from the work of others, the submitting author has obtained any necessary permission.
Articles in this journal are published under the Creative Commons Attribution License (CC-BY What does this mean?). This is to get more legal certainty about what readers can do with published articles, and thus a wider dissemination and archiving, which in turn makes publishing with this journal more valuable for you, the authors.
References
Akhoondnejad, A. (2016). Tourist loyalty to a local cultural event: the case of Turkmen handicrafts festival. Tourism Management, 52, 468-477.
Alessandro, R., Benassi, G., Lenzi, P. L., Gamberini, G., Sacquegna, T., De Carolis, P., & Lugraesi, E. (1988). Epidemiology of Headache in The Republic of San Marino. J Neurol Neurosurg Psychiatry, 51(1), 21-27. https://doi.org/10.1136/jnnp.51.1.21
Ali, F., Zhou, Y., Hussain, K., Nair, P. K., & Ragavan, N. A. (2016). Does higher education service quality effect student satisfaction, image and loyalty?: A study of international students in Malaysian public universities. Quality Assurance in Education, 24(1), 70-94. https://doi.org/10.1108/qae-02-2014-0008
Alves, H., & Raposo, M. (2010). The influence of university image on student behaviour. International Journal of Educational Management, 24(1), 73-85. https://doi.org/10.1108/09513541011013060
Anderson, E., & Weitz, B. (1989). Determinants of Continuity in Conventional Industrial Channel Dyads. Marketing Science, 8(4), 310-323. https://doi.org/10.1287/mksc.8.4.310
Anheier, H. K., & Kendall, J. (2000). Trust and Voluntary Organizations: Three Theoretical Approaches, http://www.lse.ac.uk/collections/CCS/publications/.
Asaari, M. H. A. H. (2012). Academic leadership and work-related attitude. International Journal of Productivity and Performance Management, 68(2). 1-24.
Aşan, K., Kaptangil, K., & Gargacı Kınay, A. (2020). Mediating role of perceived festival value in the relationship between experiences and satisfaction. International Journal of Event and Festival Management, 11(2), 255-271. https://doi.org/10.1108/ijefm-11-2019-0058
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94. https://doi.org/10.1007/bf02723327
Bentler, P. M. (1990). Comparative fit indexes in structural models. Psychological Bulletin, 107(2), 238–246. https://doi.org/10.1037/0033-2909.107.2.238
Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88(3), 588–606. https://doi.org/10.1037/0033-2909.88.3.588
Berry, J., Phinney, J., Sam, D., & Vedder, P. H. (2006). Immigrant youth: Acculturation, identity and adaptation. Applied Psychology: An International Review, 55(3), 303-332.
Bishop, W. R. J. (1984). Competitive intelligence. Progressive Grocer, 63(3), 19-20.
Blau, G. J. (1985). The measurement and prediction of career commitment. Journal of Occupational Psychology, 58(4), 277-288. https://doi.org/10.1111/j.2044-8325.1985.tb00201.x
Boxer, I., & Rekettye, G. (2011). The relation between perceived service innovation, service value, emotional intelligence, customer commitment and loyalty in b2b. International Journal of Services and Operations Management, 8(2), 222. https://doi.org/10.1504/ijsom.2011.038573
Chen, Y.-C. (2017). The relationships between brand association, trust, commitment, and satisfaction of higher education institutions. International Journal of Educational Management, 31(7), 973-985. https://doi.org/10.1108/ijem-10-2016-0212
Chiu, W., Kwag, M. S., & Bae, J. S. (2015). Customers as partial employees: the influences of satisfaction and commitment on customer citizenship behavior in finiteness centers. Journal of Physical Education and Sport, 15(4), 627-633.
Churchill, G. A., Jr., & Surprenant, C. (1982). An Investigation into the Determinants of Customer Satisfaction. Journal of Marketing Research, 19(4), 491-504. https://doi.org/10.1177/002224378201900410
Colatella, S. M., & Bishop, R. C. (1990). Career commitment: functions, correlates, and management. Group and Organization Studies, 15(2), 158-176. https://doi:10.1177/1 05960119001500203
Conviser, R. H. (1973). Toward a Theory of Interpersonal Trust. The Pacific Sociological Review, 16(3), 377-399. https://doi.org/10.2307/1388493
Dasgupta, P. (1988). Trust as a Commodity. In Trust: Making and breaking co- operative relations (1st ed.). Oxford University Press.
Day, R. (1984). Modelling choices among alternative responses to dissatisfaction. In T. C. Kinnear (Ed.), NA - Advances in Consumer Research (pp. 496-499). Association for Consumer Research Provo.
Dehghan, A., Dugger, J., Dobrzykowski, D., & Balazs, A. (2014). The antecedents of student loyalty in online programs. International Journal of Educational Management, 28(1), 15–35. https://doi.org/10.1108/ijem-01-2013-0007
Deutcsh, M. (1975). The resolution of conflict, New Haven CT (1st ed.). Yale University Press.
Deutsch, M. (1958). Trust and suspicion. Journal of Conflict Resolution, 2(4), 265–279.
Deutsch, M. (1960). The Effect of Motivational Orientation upon Trust and Suspicion. Human Relations, 13(2), 123-139. https://doi.org/10.1177/001872676001300202
Diaw, B., & Asare, G. (2018). Effect of innovation on customer satisfaction and customer retention in the telecommunication industry in Ghana: customers’ perspectives. European Journal of Research and Reflection in Management Sciences, 6(4), 15-26.
Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing Buyer-Seller Relationships. Journal of Marketing, 51(2), 11. https://doi.org/10.2307/1251126
Easa, N. F., & Bazzi, A. M. (2020). COVID-19 and lack of socialization: does service innovation become an imperative for universities? International Journal of Disruptive Innovation in Government, 22(7),1-22. https://doi.org/10.1108/ijdig-11-2020-0006
Ebrahimpour, M. (1985). An examination of quality management in Japan: Implications for management in the United States. Journal of Operations Management, 5(4), 419-431. https://doi.org/10.1016/0272-6963(85)90023-3
Frost, F. A., & Kumar, M. (2001). Service quality between internal customers and internal suppliers in an international airline. International Journal of Quality & Reliability Management, 18(4), 371-386. https://doi.org/10.1108/02656710110386996
Grönroos, C., & Ojasalo, K. (2004). Service productivity: toward a conceptualization of the transformation of inputs into economic results in services. Journal of Business Research, 57(4), 414-423.
Grönroos, S. A., Virpioja, S., & Kurimo, M. (2016). Hybrid Morphological Segmentation for Phrase-Based Machine Translation. Proceedings of the First Conference on Machine Translation, 2(1), 289–295.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis: A Global Perspective (7th ed.). Pearson Education.
Helgesen, O., & Nesset, E. (2011). Does LibQUAL+TM account for student loyalty to a university college library? Quality Assurance in Education, 19(4), 413-440. https://doi.org/10.1108/09684881111170104
Hsieh, A.-T., & Li, C.-K. (2008). The moderating effect of brand image on public relations perception and customer loyalty. Marketing Intelligence & Planning, 26(1), 26-42. https://doi.org/10.1108/02634500810847138
Israel, D. (1992). Determining Sample Size. University of Florida Cooperative Extension Service. Institute of Food and Agriculture Sciences (1st ed.). EDIS.
Jahan, N., Rahman, M. M., Hossain, M. A., & Saiful, H. (2019). An empirical study on customer satisfaction: mobile phone users in an emerging market. Journal of Digital Convergence, 17(4), 75-85.
Kang, J., & Hustvedt, G. (2013). Building Trust Between Consumers and Corporations: The Role of Consumer Perceptions of Transparency and Social Responsibility. Journal of Business Ethics, 125(2), 1-10.
Kanwal, R., & Yousaf, S. (2019). Impact of Service Innovation on Customer Satisfaction: An Evidence from Pakistani Banking Industry. Emerging Economy Studies, 5(2), 125-140. https://doi.org/10.1177/0976747919870876
Kao, Y.-F., Huang, L.-S., & Wu, C.-H. (2008). Effects of Theatrical Elements on Experiential Quality and Loyalty Intentions for Theme Parks. Asia Pacific Journal of Tourism Research, 13(2), 163-174. https://doi.org/10.1080/10941660802048480
Kim, H.-b., & Park, E. J. (2013). The role of social experience in undergraduates' career perceptions through internships. Journal of Hospitality, Leisure, Sport & Tourism Education, 12(1), 70-78. https://doi.org/10.1016/j.jhlste.2012.11.003
Lee, J.-S., & Back, K.-J. (2008). Attendee-based brand equity. Tourism Management, 29(2), 331-344. https://doi.org/10.1016/j.tourman.2007.03.002
Lewis, J. D., & Weigert, A. (1985). Trust as a Social Reality. Social Forces, 63(4), 967. https://doi.org/10.2307/2578601
Li, Y. X. (2020). Intangible cultural heritage. Teaching Cultural Economics, 1(1), 262-267. https://doi.org/10.4337/9781788970747.00048
Lin, S.-P., Chan, Y.-H., & Tsai, M.-C. (2009). A transformation function corresponding to IPA and gap analysis. Total Quality Management & Business Excellence, 20(8), 829-846. https://doi.org/10.1080/14783360903128272
Liu, J., Li, Q., & Wang, J. (2020). Influencing Factors of Online Office APP Users' Intention Based on UTAUT. Information Science, 38(9), 49-68.
Lovelock, C., & Wirtz, J. (2007). Service Marketing- People, Technology, Strategy (1st ed.). Pearson Prentice Hall.
McAllister, D. J., Lewicki, R. J., & Chaturvedi, S. (2006). Trust in Developing Relationships: From Theory to Measurement. Schlenker, B. R., Helm, B. & Tedeschi, J. T., 1973. The Effects of Personality and Situational Variables on Behavioral Trust. Journal of Personality and Social Psychology, 25(3), 419–427. https://doi.org/10.5465/ambpp.2006.22897235
Murphy, K. (2018). The value of the Disney College Program internship and students’ loyalty intentions. Journal of Hospitality and Tourism Insights, 1(1), 86–102. https://doi.org/10.1108/jhti-11-2017-0017
Naveed, T., Akhtar, I., & Cheema, K. U. R. (2012). “The impact of innovation on customer satisfaction and brand loyalty: a study of the students of Faisalabad”. International Journal of Management and Organizational Studies, 2(2), 62-68.
Ndetei, D. M., Mutiso, V. N., Weisz, J. R., Okoth, C. A., Musyimi, C., Muia, E. N., Osborn, T. L., Sourander, A., Wasserman, D., & Mamah, D. (2022). Socio-demographic, economic and mental health problems were risk factors for suicidal ideation among Kenyan students aged 15 plus. Journal of Affective Disorders, 302, 74-82. https://doi.org/10.1016/j.jad.2022.01.055
Nemati, A. R., Khan, K., & Iftikhar, M. (2010). Impact of innovation on customer satisfaction and brand loyalty, a study of mobile phones users in Pakistan. European Journal of Social Sciences, 16(2), 299-306.
Oliver, R. L. (1997). Satisfaction: A Behavioral Perspective on the Consumer (1st ed.). McGraw-Hill.
Owano, L. A., Alala, D. O., & Musiega, D. D. (2014). Relationship between Customer Service Innovation and Customer Satisfaction in the Banking Industry: A Case Study of Kenya Commercial Bank. IOSR Journal of Business and Management, 16(6), 22-31. https://doi.org/10.9790/487x-16612231
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67(4), 420-50
Park, J.-W., Robertson, R., & Wu, C.-L. (2006). Modelling the Impact of Airline Service Quality and Marketing Variables on Passengers' Future Behavioural Intentions. Transportation Planning and Technology, 29(5), 359-381. https://doi.org/10.1080/03081060600917686
Payne, A. F., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36(1), 83-96. https://doi.org/10.1007/s11747-007-0070-0
Rapp, A., Beitelspacher, L. S., Schillewaert, N., & Baker, T. L. (2012). The differing effects of technology on inside vs. outside sales forces to facilitate enhanced customer orientation and interventional coordination. Journal of Business Research, 65(7), 929-936.
Salkind, J. (2017). Exploring Research (9th ed.). Pearson Press.
Sarmento, R., & Costa, V. (2016). Comparative Approaches to Using R and Python for Statistical Data Analysis (1st ed.). IGI Global Press.
Schmitt, N., & Stults, D. M. (1986). Methodology Review: Analysis of Multitrait-Multimethod Matrices. Applied Psychological Measurement, 10(1), 1-22. https://doi.org/10.1177/014662168601000101
Seligman, A. B. (1998). Trust and Sociability: On the Limits of Confidence and Role Expectations. American Journal of Economics and Sociology, 57(4), 391-404.
Sembiring, M. G. (2013). Determinants of students' loyalty at Universitas Terbuka. Asian Association of Open Universities Journal, 8(1), 47-59. https://doi.org/10.1108/aaouj-08-01-2013-b005
Sembiring, M. G., & Rahayu, G. (2019). Verifying the moderating role of satisfaction on service quality and students’ accomplishment in ODL perspective. Asian Association of Open Universities Journal, 15(1), 1–12. https://doi.org/10.1108/aaouj-08-2019-0035
Shahin Sharifi, S., & Rahim Esfidani, M. (2014). The impacts of relationship marketing on cognitive dissonance, satisfaction, and loyalty: The mediating role of trust and cognitive dissonance. International Journal of Retail & Distribution Management, 42(6), 553-575. https://doi.org/10.1108/ijrdm-05-2013-0109
Sica, C., & Ghisi, M. (2007). The Italian versions of the Beck Anxiety Inventory and the Beck Depression Inventory-II: Psychometric properties and discriminant power. In M.A. Lange (Ed.), Leading - Edge Psychological Tests and Testing Research (pp. 27-50). Nova.
Strub, P. J., & Priest, T. B. (1976). Two Patterns of Establishing Trust: The Marijuana User. Sociological Focus, 9(4), 399–411. https://doi.org/10.1080/00380237.1976.10570947
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220. https://doi.org/10.1016/s0022-4359(01)00041-0
Talib, M. S., Hamid, A. B. A., Zulfakar, M. H., & Jeeva, A. S. (2014). Halal logistics PEST analysis: the Malaysia perspectives”. Asian Social Science, 10(14), 119.
Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers' purchase intentions. Journal of Retailing, 70(2), 163-178. https://doi.org/10.1016/0022-4359(94)90013-2
Thanatchaporn, J. (2021). Key Influencers of Innovative Work Behavior in Leading Thai Property Developers. AU-GSB e-Journal, 14(1), 61-70.
Tonkiss, F., & Passey, A. (1999). Trust, Confidence and Voluntary Organisations: Between Values and Institutions. Sociology, 33(2), 257-274. https://doi.org/10.1177/s0038038599000164
Verma, R., & Mercado, P. R. (2013). Impact of service co-creation on performance of fifirms: the mediating role of market-oriented strategies. International Journal of Services and Operations Management, 15(4), 449-466. https://doi.org/10.1504/ijsom.2013.054885
Wang, J. (2013). Citation time window choice for research impact evaluation. Scientometrics, 94(3), 1-10.
Weng, M., Ha, J. L., Wang, Y., & Tsai, C. L. (2012). A study of the relationship among service innovation, customer value and customer satisfaction: an empirical study of the hotel industry in Taiwan. International Journal of Organizational Innovation, 4(3), 98-112.
Yan, H. Z. (2016). A Study of Intangible Cultural Heritage in Secondary School Art Curriculum and Teaching [Master's Thesis]. East China Normal University.
Yang, J., Gu, Y., & Cen, J. (2011). Festival tourists’ emotion, perceived value, and behavioral intentions: a test of the moderating effect of festivals cape. Journal of Convention and Event Tourism, 12(1), 25-44.
Yee, R., Yeung, A., & Cheng, T. C. (2008). The impact of employee satisfaction on quality and profitability in high-contact service industries. Journal of Operation Management, 26(5), 651-668.
Zand, D. E. (1972). Trust and Managerial Problem Solving. Administrative Science Quarterly, 17(2), 229. https://doi.org/10.2307/2393957
Zeithamal, V. A. (1988). Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.