The relationship between alumni and university: toward a theory of discretionary collaborative behavior
R Heckman, A Guskey - Journal of Marketing Theory and Practice, 1998 - Taylor & Francis
This paper explores the long term relationship between alumni and universities. While
alumni are not usually thought of as customers, the university's continued dependence on …
alumni are not usually thought of as customers, the university's continued dependence on …
[PDF][PDF] Discretionary collaborative behavior: Consumers help themselves to better service
A Guskey - Enhancing Knowledge Development in Marketing, 2010 - academia.edu
This study investigates collaborative or helping behaviors performed by customers toward
their service providers. This paper integrates relevant literature with the results of three …
their service providers. This paper integrates relevant literature with the results of three …