Browsing by Author "Omneya A. Marzouk"

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    The Impact of Social Interactions During Onboarding Programs on Students' Fee-paying Behavior
    (British Academy of Management, 2024-09-01) Eldegwy, Ahmed; Omneya A. Marzouk
    Drawing on the need-to-belong theory together with prominent concepts from service marketing, this article investigates the impact of human interactions during onboarding programs on student satisfaction as well as the latter’s influence on students’ prosocial behavior and brand preference. It then examined the impact of prosocial behavior and brand preference on student fee-paying behavior. Such research is warranted as there is a critical need to offer academics and practitioners insights into effective student recruitment practices in the highly competitive higher education environment. 367 responses were captured from participants in an onboarding program. Structural equation modeling (SEM) was used to analyze the data. Financial records were used to confirm students’ admission. The results confirmed the effectiveness of social interactions, especially with fellow students, on student satisfaction and found that student satisfaction drives students’ prosocial behavior and brand preference. The latter constructs were found to be predictors of fee payment
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    When good brand communities go bad: an empirical investigation of oppositional behavior
    (Routledge, 2025-05-14) Ahmed Eldegwy; Omneya A. Marzouk
    This paper conceptualizes and empirically tests a model that examines oppositional behavior toward extracurricular activities (EAs) by integrating two separate streams of literature: higher education and sociology. Drawing on an empirical survey of 353 undergraduate students who hold leadership positions in EAs, this model was tested using structural equation modelling. The results suggest that identification with EAs influences the dislike of both other EAs and their members. Moreover, EA leaders who dislike other EAs and their members are more likely to engage in oppositional behavior – specifically, trash-talking other EAs. The results offer managerial implications as they shed light on a previously under-investigated phenomenon in the educational industry. The oppositional behavior construct and the resulting polarization of the student body may hold the potential to degrade the quality of students’ out-of-class experiences.