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Transformative Service Practice in Higher Education: A Cautionary Note
Abstract
The following study calls for introducing transformative service research (TSR) into higher education marketing practices and theory by (1) incorporating eudaimonic wellbeing into constitutive and operational definitions of value co-creation and marketing “success,” and (2) theoretically embracing a service dominant logic underlying the marketing of higher education. A study of 232 undergraduate students in the United States is presented that investigates the linkages between students’ perceptions of the perceived value and measures of eudaimonic wellbeing associated with course offerings. Results reveal that: (1) the purported unidimensional nature of Waterman et al.’s (2010) QEWB scale of eudaimonic wellbeing is not apparent in an educational context; (2) students’ perceptions of the perceived value are positively related to measures of student engagement but poorly related to measures of eudaimonic wellbeing; (3) the centrality dimension of materialism moderates the relationship between perceived value and eudaimonic wellbeing (as purposeful personal responsiveness); and (4) students’ perceptions of perceived value indirectly contribute to various forms of eudaimonic wellbeing through different forms of student engagement. The results suggest support for efforts to incorporate TSR into academic practices related to business education. However, for this to occur, the marketing emphasis in higher education will have to take care with marketization emphases (student satisfaction, training, etc.), instead focusing on marketing appeals that encourage higher education stakeholder groups to more greatly value eudaimonic goal achievement.
References
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Asparouhov, T., & Muthén, B. (2009). Exploratory structural equation modeling. Structural Equation Modeling: A Multidisciplinary Journal, 16(3), 397-438.
Credo, K. R., Lanier, P. A., Matherne, C. F., & Cox, S. S. (2016). Narcissism and entitlement in millennials: The mediating influence of community service self efficacy on engagement. Personality and Individual Differences, 101, 192-195.
Deci, E. L., & Ryan, R. M. (2008). Hedonia, eudaimonia, and well-being: An introduction. Journal of Happiness Studies, 9(1), 1-11.
Deckop, J. R., Jurkiewicz, C. L., & Giacalone, R. A. (2010). Effects of materialism on work-related personal well-being. Human Relations, 63(7), 1007-1030.
Delucchi, M., & Korgen, K. (2002). "We're the customer-we pay the tuition": Student consumerism among undergraduate sociology majors. Teaching sociology, 30(1), 100-107.
Disabato, D. J., Goodman, F. R., Kashdan, T. B., Short, J. L., & Jarden, A. (2016). Different types of well-being? A cross-cultural examination of hedonic and eudaimonic well-being. Psychological Assessment, 28(5), 471.
Doyle, T. (2012). Learner-centered teaching: Putting the research on learning into practice. Stylus Publishing, Sterling, Virginia.
Edeling, A., & Fischer, M. (2016). Marketing’s impact on firm value: Generalizations from a meta-analysis. Journal of Marketing Research, 53(4), 515-534.
Ellis, L., Burke, D. M., Lomire, P., & McCormack, D. R. (2003). Student grades and average ratings of instructional quality: The need for adjustment. The Journal of Educational Research, 97(1), 35-40.
Floyd, K. S., Harrington, S. J., & Santiago, J. (2009). The effect of engagement and perceived course value on deep and surface learning strategies. Informing Science, 12, 181-190.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Guay, F., Vallerand, R. J., & Blanchard, C. (2000). On the assessment of situational intrinsic and extrinsic motivation: The Situational Motivation Scale (SIMS). Motivation and Emotion, 24(3), 175-213.
Handelsman, M. M., Briggs, W. L., Sullivan, N., & Towler, A. (2005). A measure of college student engagement. The Journal of Educational Research, 98(3), 184-191.
Hillebrand, B., Driessen, P. H., & Koll, O. (2015). Stakeholder marketing: Theoretical foundations and required capabilities. Journal of the Academy of Marketing Science, 43(4), 411-428.
Hoover, J. D. (2011). Complexity avoidance, narcissism and experiential learning. Developments in Business Simulation and Experiential Learning, 38, 255-260.
Howell, A. J., & Buro, K. (2015). Measuring and predicting student well-being: Further evidence in support of the flourishing scale and the scale of positive and negative experiences. Social Indicators Research, 121(3), 903-915.
Huta, V., & Waterman, A. S. (2014). Eudaimonia and its distinction from hedonia: Developing a classification and terminology for understanding conceptual and operational definitions. Journal of Happiness Studies, 15(6), 1425-1456.
Judson, K. & Taylor, S. A. (2014). Moving from marketization to marketing of higher education: The co-creation of value in higher education. Higher Education Studies, 4(1), 51-67.
Jurow, A. S. (2005). Shifting engagements in figured worlds: Middle school mathematics students' participation in an architectural design project. The Journal of the Learning Sciences, 14(1), 35-67.
Kashdan, T. B., & Breen, W. E. (2007). Materialism and diminished well-being: Experiential avoidance as a mediating mechanism. Journal of Social and Clinical Psychology, 26(5), 521-539.
Kasser, T. (2016). Materialistic values and goals. Annual Review of Psychology, 67, 489-514.
Kasser, T., Katherine, L. R., Arnold, J. S., Edward, L. D., Christopher, P. N., Richard, M. R., Osp, Á., Rod, B., Helga, D., Nathan, D., & Susan, H. (2014). Changes in materialism, changes in psychological well-being: Evidence from three longitudinal studies and an intervention experiment. Motivation and Emotion 38(1), 1-22.
Katsikeas, C. S., Morgan, N. A., Leonidou, L. C., & Hult, G. T. M. (2016). Assessing performance outcomes in marketing. Journal of Marketing, 80(2), 1-20.
Kenny, D. A. (2016). Mediation, David A. Kenny’s Home Page, http://davidakenny.net/cm/mediate.htm, Posted September 28, 2016, Accessed November 14, 2016, [online].
Khurana, R. (2010). From Higher Aims to Hired Hands: The Social Transformation of American Business Schools and the Unfulfilled Promise of Management as a Profession. Princeton University Press.
Kline, R.B. (2005). Principles and Practice of Structural Equation Modeling (2nd ed.). New York, Guilford Press.
Kumar, V. & Shah, D. (2015). Handbook of Research on Customer Equity in Marketing. Cheltenham, UK: Edward Elgar Publishing.
Little, T. D., Rhemtulla, M., Gibson, K., & Schoemann, A. M. (2013). Why the items versus parcels controversy needn’t be one. Psychological Methods, 18(3), 285.
Lusch, R. F., & Webster, F. E. (2011). A stakeholder-unifying, cocreation philosophy for marketing. Journal of Macromarketing, 31(2), 129-134.
MacKinnon, D. P., Krull, J. L., & Lockwood, C. M. (2000). Equivalence of the mediation, confounding and suppression effect. Prevention Science, 1(4), 173-181.
Maignan, I., Ferrell, O. C., & Ferrell, L. (2005). A stakeholder model for implementing social responsibility in marketing. European Journal of Marketing, 39(9/10), 956-977.
Marsh, H. W., Lüdtke, O., Nagengast, B., Morin, A. J. S, & von Davier, M. (2013). Why item parcels are (almost) never appropriate: Two wrongs do not make a right—Camouflaging misspecification with item parcels in CFA models. Psychological Methods, 18(3), 257.
Maxwell, S. E., Cole, D. A. & Mitchell, M. A. (2011). Bias in cross-sectional analyses of longitudinal mediation: Partial and complete mediation under an autoregressive model. Multivariate Behavioral Research, 46(5), 816-841.
Michalos, A. C. (2008). Education, happiness and wellbeing. Social Indicators Research, 87(3), 347-366.
Miller, K., McAdam, M., & McAdam, R. (2014). The changing university business model: A stakeholder perspective. R&D Management, 44(3), 265-287.
Murcia, M. J., Rocha, H. O., & Birkinshaw, J. (2016). Business schools at the crossroads? A trip back from Sparta to Athens. Journal of Business Ethics, 1-13.
Muthén, B., & Asparouhov, T. (2015). Causal effects in mediation modeling: An introduction with applications to latent variables. Structural Equation Modeling: A Multidisciplinary Journal, 22(1), 12-23.
Ostrom, A. L., Parasuraman, A., Bowen, D. E., Patricio, L., Voss, C. A., & Lemon, K. (2015). Service research priorities in a rapidly changing context. Journal of Service Research, 18(2), 127-159.
Podsakoff, P. M., MacKenzie, S. B., Lee, J., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903.
Raju, N. S., Laffitte, L. J., & Byrne, B. M. (2002). Measurement equivalence: A comparison of methods based on confirmatory factor analysis and item response theory. Journal of Applied Psychology, 87(3), 517.
Reeve, J. (2012). A self-determination theory perspective on student engagement. Handbook of Research on Student Engagement (pp. 149-172). US: Springer.
Richins, M. L. (2004). The material values scale: Measurement properties and development of a short form. Journal of Consumer Research, 31(1), 209-219.
Richins, M. L., & Dawson, S. (1992). A consumer values orientation for materialism and its measurement: Scale development and validation. Journal of Consumer Research, 19(3), 303-316.
Ryan, R. M., Huta, V., & Deci, E. L. (2008). Living well: A self-determination theory perspective on eudaimonia. Journal of Happiness Studies, 9(1), 139-170.
Schutte, L., Wissing, M. P., & Khumalo, I. P. (2013). Further validation of the questionnaire for eudaimonic well-being (QEWB). Psychology of Well-Being: Theory, Research and Practice, 3(1), 1-22.
Sonnentag, S. (2015). Dynamics of well-being. Annual Review of Organizational Psychology and Organizational Behavior, 2, 261-293.
Taylor, S. A., Black, H., Donovan, L. N., & Judson, K. (2015). Social involvement and social well-being in attainment of millennial flourishing. Journal of Happiness and Well-Being, 3(2), 126-141.
Taylor, S. A., Black, H. G., Donovan, L. N., Ishida, C., & Judson, K. (2014). The relationship between eudaimonic well-being and social well-being with millennials. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 27, 102-117.
Taylor, S. A., Hunter, G., Melton, H., & Goodwin, S. (2011). Student engagement and marketing classes. Journal of Marketing Education, 33(1), 73-92.
Taylor, S, A., & Judson, K. (2014). The nature of stakeholder satisfaction with marketing education. Higher Education Studies, 4(4), 89-107.
Thompson, C., & Gregory, J. B. (2012). Managing millennials: A framework for improving attraction, motivation, and retention. The Psychologist-Manager Journal, 15(4), 237-246.
Thorburn, M. (2015). Theoretical constructs of well?being and their implications for education. British Educational Research Journal, 41(4), 650-665.
Twenge, J. M., & Kasser, T. (2013). Generational changes in materialism and work centrality, 1976-2007 associations with temporal changes in societal insecurity and materialistic role modeling. Personality and Social Psychology Bulletin, 39(7), 883-897.
Walker, C. O., Winn, T. D., & Lutjens, R. M. (2012). Examining relationships between academic and social achievement goals and routes to happiness. Education Research International, 2012, 1-7.
Waterman, A. S., Schwartz, S. J., Zamboanga, B. L., Ravert, R. D., Williams, M. K., Agocha, V. B., Kim, S. Y., & Donnellan, M. B. (2010). The questionnaire for eudaimonic well-being: Psychometric properties, demographic comparisons, and evidence of validity. The Journal of Positive Psychology, 5(1), 41-61.
Williams, L., Hartman, N., & Cavazotte, F. (2010). Method variance and marker variables: A review and comprehensive CFA marker technique. Organizational Research Methods, 13(3), 477-514.
Zakaria, F. (2015). In Defense of a Liberal Education. New York, W.W. Norton & Company.
Anderson, L., Ostrom, Amy L., Corus, C., Fisk, R. P., Gallan, A. S., Giraldo, M., Mende, M. (2013). Transformative service research: An agenda for the future. Journal of Business Research, 66(8), 1203-1210.
Asparouhov, T., & Muthén, B. (2009). Exploratory structural equation modeling. Structural Equation Modeling: A Multidisciplinary Journal, 16(3), 397-438.
Credo, K. R., Lanier, P. A., Matherne, C. F., & Cox, S. S. (2016). Narcissism and entitlement in millennials: The mediating influence of community service self efficacy on engagement. Personality and Individual Differences, 101, 192-195.
Deci, E. L., & Ryan, R. M. (2008). Hedonia, eudaimonia, and well-being: An introduction. Journal of Happiness Studies, 9(1), 1-11.
Deckop, J. R., Jurkiewicz, C. L., & Giacalone, R. A. (2010). Effects of materialism on work-related personal well-being. Human Relations, 63(7), 1007-1030.
Delucchi, M., & Korgen, K. (2002). "We're the customer-we pay the tuition": Student consumerism among undergraduate sociology majors. Teaching sociology, 30(1), 100-107.
Disabato, D. J., Goodman, F. R., Kashdan, T. B., Short, J. L., & Jarden, A. (2016). Different types of well-being? A cross-cultural examination of hedonic and eudaimonic well-being. Psychological Assessment, 28(5), 471.
Doyle, T. (2012). Learner-centered teaching: Putting the research on learning into practice. Stylus Publishing, Sterling, Virginia.
Edeling, A., & Fischer, M. (2016). Marketing’s impact on firm value: Generalizations from a meta-analysis. Journal of Marketing Research, 53(4), 515-534.
Ellis, L., Burke, D. M., Lomire, P., & McCormack, D. R. (2003). Student grades and average ratings of instructional quality: The need for adjustment. The Journal of Educational Research, 97(1), 35-40.
Floyd, K. S., Harrington, S. J., & Santiago, J. (2009). The effect of engagement and perceived course value on deep and surface learning strategies. Informing Science, 12, 181-190.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Guay, F., Vallerand, R. J., & Blanchard, C. (2000). On the assessment of situational intrinsic and extrinsic motivation: The Situational Motivation Scale (SIMS). Motivation and Emotion, 24(3), 175-213.
Handelsman, M. M., Briggs, W. L., Sullivan, N., & Towler, A. (2005). A measure of college student engagement. The Journal of Educational Research, 98(3), 184-191.
Hillebrand, B., Driessen, P. H., & Koll, O. (2015). Stakeholder marketing: Theoretical foundations and required capabilities. Journal of the Academy of Marketing Science, 43(4), 411-428.
Hoover, J. D. (2011). Complexity avoidance, narcissism and experiential learning. Developments in Business Simulation and Experiential Learning, 38, 255-260.
Howell, A. J., & Buro, K. (2015). Measuring and predicting student well-being: Further evidence in support of the flourishing scale and the scale of positive and negative experiences. Social Indicators Research, 121(3), 903-915.
Huta, V., & Waterman, A. S. (2014). Eudaimonia and its distinction from hedonia: Developing a classification and terminology for understanding conceptual and operational definitions. Journal of Happiness Studies, 15(6), 1425-1456.
Judson, K. & Taylor, S. A. (2014). Moving from marketization to marketing of higher education: The co-creation of value in higher education. Higher Education Studies, 4(1), 51-67.
Jurow, A. S. (2005). Shifting engagements in figured worlds: Middle school mathematics students' participation in an architectural design project. The Journal of the Learning Sciences, 14(1), 35-67.
Kashdan, T. B., & Breen, W. E. (2007). Materialism and diminished well-being: Experiential avoidance as a mediating mechanism. Journal of Social and Clinical Psychology, 26(5), 521-539.
Kasser, T. (2016). Materialistic values and goals. Annual Review of Psychology, 67, 489-514.
Kasser, T., Katherine, L. R., Arnold, J. S., Edward, L. D., Christopher, P. N., Richard, M. R., Osp, Á., Rod, B., Helga, D., Nathan, D., & Susan, H. (2014). Changes in materialism, changes in psychological well-being: Evidence from three longitudinal studies and an intervention experiment. Motivation and Emotion 38(1), 1-22.
Katsikeas, C. S., Morgan, N. A., Leonidou, L. C., & Hult, G. T. M. (2016). Assessing performance outcomes in marketing. Journal of Marketing, 80(2), 1-20.
Kenny, D. A. (2016). Mediation, David A. Kenny’s Home Page, http://davidakenny.net/cm/mediate.htm, Posted September 28, 2016, Accessed November 14, 2016, [online].
Khurana, R. (2010). From Higher Aims to Hired Hands: The Social Transformation of American Business Schools and the Unfulfilled Promise of Management as a Profession. Princeton University Press.
Kline, R.B. (2005). Principles and Practice of Structural Equation Modeling (2nd ed.). New York, Guilford Press.
Kumar, V. & Shah, D. (2015). Handbook of Research on Customer Equity in Marketing. Cheltenham, UK: Edward Elgar Publishing.
Little, T. D., Rhemtulla, M., Gibson, K., & Schoemann, A. M. (2013). Why the items versus parcels controversy needn’t be one. Psychological Methods, 18(3), 285.
Lusch, R. F., & Webster, F. E. (2011). A stakeholder-unifying, cocreation philosophy for marketing. Journal of Macromarketing, 31(2), 129-134.
MacKinnon, D. P., Krull, J. L., & Lockwood, C. M. (2000). Equivalence of the mediation, confounding and suppression effect. Prevention Science, 1(4), 173-181.
Maignan, I., Ferrell, O. C., & Ferrell, L. (2005). A stakeholder model for implementing social responsibility in marketing. European Journal of Marketing, 39(9/10), 956-977.
Marsh, H. W., Lüdtke, O., Nagengast, B., Morin, A. J. S, & von Davier, M. (2013). Why item parcels are (almost) never appropriate: Two wrongs do not make a right—Camouflaging misspecification with item parcels in CFA models. Psychological Methods, 18(3), 257.
Maxwell, S. E., Cole, D. A. & Mitchell, M. A. (2011). Bias in cross-sectional analyses of longitudinal mediation: Partial and complete mediation under an autoregressive model. Multivariate Behavioral Research, 46(5), 816-841.
Michalos, A. C. (2008). Education, happiness and wellbeing. Social Indicators Research, 87(3), 347-366.
Miller, K., McAdam, M., & McAdam, R. (2014). The changing university business model: A stakeholder perspective. R&D Management, 44(3), 265-287.
Murcia, M. J., Rocha, H. O., & Birkinshaw, J. (2016). Business schools at the crossroads? A trip back from Sparta to Athens. Journal of Business Ethics, 1-13.
Muthén, B., & Asparouhov, T. (2015). Causal effects in mediation modeling: An introduction with applications to latent variables. Structural Equation Modeling: A Multidisciplinary Journal, 22(1), 12-23.
Ostrom, A. L., Parasuraman, A., Bowen, D. E., Patricio, L., Voss, C. A., & Lemon, K. (2015). Service research priorities in a rapidly changing context. Journal of Service Research, 18(2), 127-159.
Podsakoff, P. M., MacKenzie, S. B., Lee, J., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903.
Raju, N. S., Laffitte, L. J., & Byrne, B. M. (2002). Measurement equivalence: A comparison of methods based on confirmatory factor analysis and item response theory. Journal of Applied Psychology, 87(3), 517.
Reeve, J. (2012). A self-determination theory perspective on student engagement. Handbook of Research on Student Engagement (pp. 149-172). US: Springer.
Richins, M. L. (2004). The material values scale: Measurement properties and development of a short form. Journal of Consumer Research, 31(1), 209-219.
Richins, M. L., & Dawson, S. (1992). A consumer values orientation for materialism and its measurement: Scale development and validation. Journal of Consumer Research, 19(3), 303-316.
Ryan, R. M., Huta, V., & Deci, E. L. (2008). Living well: A self-determination theory perspective on eudaimonia. Journal of Happiness Studies, 9(1), 139-170.
Schutte, L., Wissing, M. P., & Khumalo, I. P. (2013). Further validation of the questionnaire for eudaimonic well-being (QEWB). Psychology of Well-Being: Theory, Research and Practice, 3(1), 1-22.
Sonnentag, S. (2015). Dynamics of well-being. Annual Review of Organizational Psychology and Organizational Behavior, 2, 261-293.
Taylor, S. A., Black, H., Donovan, L. N., & Judson, K. (2015). Social involvement and social well-being in attainment of millennial flourishing. Journal of Happiness and Well-Being, 3(2), 126-141.
Taylor, S. A., Black, H. G., Donovan, L. N., Ishida, C., & Judson, K. (2014). The relationship between eudaimonic well-being and social well-being with millennials. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 27, 102-117.
Taylor, S. A., Hunter, G., Melton, H., & Goodwin, S. (2011). Student engagement and marketing classes. Journal of Marketing Education, 33(1), 73-92.
Taylor, S, A., & Judson, K. (2014). The nature of stakeholder satisfaction with marketing education. Higher Education Studies, 4(4), 89-107.
Thompson, C., & Gregory, J. B. (2012). Managing millennials: A framework for improving attraction, motivation, and retention. The Psychologist-Manager Journal, 15(4), 237-246.
Thorburn, M. (2015). Theoretical constructs of well?being and their implications for education. British Educational Research Journal, 41(4), 650-665.
Twenge, J. M., & Kasser, T. (2013). Generational changes in materialism and work centrality, 1976-2007 associations with temporal changes in societal insecurity and materialistic role modeling. Personality and Social Psychology Bulletin, 39(7), 883-897.
Walker, C. O., Winn, T. D., & Lutjens, R. M. (2012). Examining relationships between academic and social achievement goals and routes to happiness. Education Research International, 2012, 1-7.
Waterman, A. S., Schwartz, S. J., Zamboanga, B. L., Ravert, R. D., Williams, M. K., Agocha, V. B., Kim, S. Y., & Donnellan, M. B. (2010). The questionnaire for eudaimonic well-being: Psychometric properties, demographic comparisons, and evidence of validity. The Journal of Positive Psychology, 5(1), 41-61.
Williams, L., Hartman, N., & Cavazotte, F. (2010). Method variance and marker variables: A review and comprehensive CFA marker technique. Organizational Research Methods, 13(3), 477-514.
Zakaria, F. (2015). In Defense of a Liberal Education. New York, W.W. Norton & Company.
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