الفهرس يوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
Customers’ citizenship behaviour refers to all kinds of extra role behaviours performed by customers that are not necessary for the delivery of the service to be successful (Groth, 2005). Helping behaviour is one of the dimensions of customer citizenship behaviour. In comparison to more popular dimensions of citizenship behaviours (e.g. word-of-mouth), customers{u2019} helping behaviour in service encounters has received little empirical research attention by services marketing scholars (Chung, 2006). This research aims at developing an overarching model of antecedents of customers’ helping behaviour in the Egyptian higher education sector through the use of mixed research design. A qualitative exploratory study, that employed in-depth personal interviews with two administrative employees and two focus groups with undergraduate students, was conducted at first, to reveal and validate the drivers of helping behaviour. A conceptual framework was then developed and tested in the second phase of the study (the quantitative study) by the means of survey-based questionnaires