Strengthening the Competitive Image of Private Islamic Higher Educational Institutions in Indonesia as an Effective Marketing Material: The Mediating Role of Service Innovation

Hendra Riofita

doi:10.14203/STIPM.2024.404

Strengthening the Competitive Image of Private Islamic Higher Educational Institutions in Indonesia as an Effective Marketing Material: The Mediating Role of Service Innovation

Hendra Riofita

Abstract

This study is carried out to employ service innovation to trigger effective leader and employee involvement effect respectively on competitive image to respond highly competitive market in recruiting prospective students. This survey study takes the data processed with SPSS and Amos program using a questionnaire sent in the form of Google link to the elements of the leaders organizing Private Islamic Higher Educations in Indonesia. They are the respondents of this study taken using multi stage and simple random sampling method. The findings of this study show that service innovation triggers effective leader and employee involvement effect respectively on competitive image. Through the service innovation, effective leader and employee involvement can drive competitive image to be an effective marketing material to recruit prospective students. All constructs employed can manifest the role of institutional resources to compete as intended by resource-based view theory.

Keywords: Islam, leadership, service innovation, image, higher education

Full Text:

PDF

References

Ahmed, F., Naqshbandi, M. M., Kaur, S., and Ng, B. K. (2018). Roles of leadership styles and relationship-based employee governance in open service innovation: Evidence from Malaysian service sector. Leadership and Organization Development Journal, 39(3), 1–23. https://doi.org/10.1108/LODJ-08-2017-0225.

Aksal, F. A. (2015). Are headmasters digital leaders in school culture? Education & Science, 40(182), 77–86. https://doi.org/10.15390/EB.2015.4534

Alhaddad, A. (2015). Perceived quality, brand image and brand trust as determinants of brand loyalty. Journal of Research in Business and Management, 3(4), 1–8.

Alves, H., and Raposo, M. (2010). The influence of university image on students behavior. International Journal of Educational Management, 24(1), 73-85. https://doi.org/10.1108/09513541011013060

Aminullah, E., Hermawati, W., Fizzanty, T., and Laili, N. (2020). Policy role in innovationnetwork: Case of Indonesian food processing firms. Journal of STI Policy and Management, 5(1), 33–50. http://dx.doi.org/10.14203/STIPM.2020.190

Arnaboldi, M., and Azzone, G. (2005). Incrementalism and strategic change: A university’s experience", International Journal of Educational Management, 19(7), pp. 552–563.

Averet, P. (2001). People: The human side of systems technology. Journal for Quality and Participation, 24(2), 34–37.

Aityan, S., and Gupta, T. (2012). Challenges of employee loyalty in corporate America. Business and Economics Journal, 55, 1–13.

Bass, B. M., Avolio, B. J., Jung, D. I., and Berson, Y. (2003). Predicting unit performance by assessing transformational and transactional leadership. Journal of Applied Psychology, 88(2), 207–218. https://doi.org/10.1037/0021-9010.88.2.207

Batool, F., Mohammad, J., and Awang, S. R. (2022). The impact of human capital factors on organizational sustainability in the Malaysian hotel industry: The mediation role of trust. Society and Business Review. https://doi.org/10.1108/SBR-11-2021-0220

Berry, L. L., Shankar, V., Parish, J. T., Cadwallader, S., and Dotzel, T. (2006). Creating new markets through service innovation. MIT Sloan Management Review, 47(2), 56–63.

Brown, H. J., and Oplatka, I. (2006). Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing. International Journal of Public Sector Management, 19(4), pp. 316–338. https://doi.org/10.1108/09513550610669176

Cadwallader, S., Jarvis, C. B., Bitner, M. J., and Ostrom, A. L. (2010). Frontline employee motivation to participate in service innovation implementation. Journal of the Academy of Marketing Science, 38(2), 219–239. https://doi.org/10.1007/s11747-009-0151-3

Carvalho, L., and Goodyear, P. (2018), "Design, learning networks and service innovation", Design Studies, 55, 27–53. https://doi.org/10.1016/j.destud.2017.09.003

Chillakuri, B., and Vanka, S. (2020). Examining the effects of workplace well-being and high-performance work systems on health harm: A sustainable HRM perspective. Society and Business Review, 16(1), 71-93. https://doi.org/10.1108/SBR-03-2020-0033

Curras, P. (2010). Identidad e imagen corporativas: Revisión conceptual e interrelación resumen. Teokia Y Praxis, 6(7), 9–34.

Davis, R., Buchanan-Oliver, M., and Brodie, R., J. (2000). Retail service branding in electronic-commerce environments. Journal of Service Research, 3(2), 178–186.

Dent, M. M., Cheng, B., L., Cham, T., H., and Lee, T., H. (2019). Service innovation: Building a sustainable competitive advantage in higher education. International Journal of Services, Economics and Management, 10(4), 289–309. https://doi.org/ 10.1504/IJSEM.2019.10026652

Easa, N., F., and 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, 1(2), 82–103.

Edvardsson, B., Frow, P., Jaakkola, E., Keiningham, T.,L., Koskela-Huotari, K., Mele, C., and Tombs, A. (2018). Examining how context change foster service innovation. Journal of Service Management, 29(5), 932-955. https://doi.org/10.1108/JOSM-04-2018-0112

Engen, M., Fuglsang, L., Tuominen, T., Sundbo, J., Møller, J., K., Scupola, A., and Sørensen, F. (2021). Conceptualizing employee involvement in service innovation: An integrative review. Journal of Service Management, 32(5), 702-751. https://doi.org/10.1108/JOSM-11-2019-0348

Floresca, C., B. (2016). Transformational leadership practices and organizational commitment: Higher educational institutions’ (HEIs) public image. Proceedings Journal of Education, Psychology and Social Science Research, 3(1), 105–112. https://doi.org/10.21016.NO20EF031O

Hair, J. F., Hult, G., T., M., and Ringle, C., M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM ) (2nd ed.). SAGE: Los Angeles.

Hardiyati, R., and Purwaningsih, I. (2023). Leveraing SMEs competitiveness through innovation and standardization : Case study of SMEs in Medical device. Journal of STI Policy and Management, 8(2), 105-117. http://dx.doi.org/10.14203/STIPM.2023.371

Ivy, J. (2001). Higher education institution image: A correspondence analysis approach. International Journal of Educational Management, 15(6), 276–282. https://doi.org/10.1108/09513540110401484

Kalkan, Ü., Altınay A., F., Altınay, G., Z., Atasoy, R., and Dağlı, G. (2020). The relationship between school administrators’ leadership styles, school culture, and organizational image. SAGE Open, 10(1), 1–15. https://doi.org/10.1177/2158244020902081

Khan, S., A. R., Jian, C., and Zhang, Y. (2018). The role of ethical leadership in brand image building and cost reduction through the adoption of green practices: A path analysis using SEM. Proceedings - 2nd International Conference on Data Science and Business Analytics, ICDSBA 2018, 457–462. https://doi.org/10.1109/ICDSBA.2018.00091

Khawaja, L., M., Ali, A., A., and Mostapha, N. (2021). The mediation role of customer satisfaction on service quality and corporate image - An evidence from lebanese private universities. BAU Journal - Society, Culture and Human Behavior, 3(1), 1–13.

Koskela-Huotari, K., and Siltaloppi, J. (2020). Rethinking the actor in service research: toward a processual view of identity dynamics. Journal of Service Theory and Practice, 30(4/5), 437-457. https://doi.org/10.1108/JSTP-11-2018-0245

Lishan, X., and Yaoqi, L. (2011). The Spillover effect of supportive leadership on brand image through employee brand building behavior. 8th International Conference on Service Systems and Service Management - Proceedings of ICSSSM’11.

Manohar, S. (2021). HEd-INNOSERV: Perceived service innovation scale for the higher education sector. Benchmarking, 28(3,) 957–989. https://doi.org/10.1108/BIJ-08-2020-0415

Mennens, K., Van Gils, A., Odekerken-Schröder, G., and Letterie, W. (2018). Exploring antecedents of service innovation performance in manufacturing SMEs. International Small Business Journal: Researching Entrepreneurship, 36(5), 500–520. https://doi.org/10.1177/0266242617749687

Ordanini, A., and Parasuraman, A. (2011). Service innovation viewed through a service-dominant logic lens: A conceptual framework and empirical analysis. Journal of Service Research, 14(1), 3–23. https://doi.org/10.1177/1094670510385332

Palacios-Florencio, B., García del Junco, J., Castellanos-Verdugo, M., and Rosa-Díaz, I., M. (2018), Trust as mediator of corporate social responsibility, image and loyalty in the hotel sector. Journal of Sustainable Tourism, 26(7), 1273–1289. https://doi.org/10.4324/9780429027383-14.

Palanski, M., E., Cullen, K., L., Gentry, W., A., & Nichols, C., M. (2015). Virtuous leadership: Exploring the effects of leader courage and behavioral integrity on leader performance and image. Journal of Business Ethics, 132(2), 297–310. https://doi.org/10.1007/s10551-014-2317-2

Pandia, M., M., Jufrizen, J., Khair, H., and Tanjung, H. (2023). Organization citizenship behavior: The role of spiritual leadership, self efficacy, locus of control and job satisfaction", Jurnal Organisasi Dan Manajemen, 19(1), 168–187. https://doi.org/10.33830/jom.v19i1.3489.2023

Penrose, E. (2009). The Theory of the Growth of the Firm (4th ed.). Oxford University Press, New York.

Pérez, P. J., and Torres, M. E. (2017). Evaluation of the organizational image of a university in a higher education institution. Contaduria y Administracion, 62(1),123–140. http://dx.doi.org/10.1016/j.cya.2016.01.007

Preston, D., S., and Karahanna, E. (2009). Antecedents of IS strategic alignment : A nomological network. Information Systems Research, 20(2), 159–179.

Preston, D., S., Leidner, D., E., Preston, D., and Chen, D. (2010). An examination of the antecedents and consequences of organizational IT innovation in hospitals. Journal of Strategic Information Systems, 19, 154–170. http://dx.doi.org/10.1287/isre.1070.0159

Rachmawati, M., Priatna, S., N., and Kurniadi, W. (2021). The performance of retailing mix and customer relationship management for increasing customer value and corporate image of PT. hanan boga rasa cathering, snack and bakery. Turkish Journal of Computer and Mathematics Education Research Article, 12(8), 292–298.

Ramsey, R., Lassk, F., and Marshall, G. W. (1995). A critical evaluation of a measure of job involvement: The use of the Lodahl and Kejner (1965) scale with salespeople. Journal of Personal Selling & Sales Management, 5(3), 65–74.

Riofita, H., and Iqbal, M. (2022). Enhancing Islamic higher education image as the halal industry driving Indonesian halal industries. Journal of Digital Marketing and Halal Industry, 4(1), 77-90. http://dx.doi.org/10.21580/jdmhi.2022.4.1.12439

Riofita, H., and Dimasadra, W. (2022). Strengthening social media capabilities to improve private Islamic higher education marketing performance. Asian Journal of Islamic Management, 4(2), 110–125. https://doi.org/10.20885/AJIM.vol4.iss2.art3

Riofita, H. (2022). Developing digital empowerment programs to enhance the marketing performance of private Islamic higher education institutions. Muslim Business and Economic Review, 1(2), 257-280. https://doi.org/10.56529/mber.v1i2.70

Ryu, K., and Han, H. (2010). Influence of the quality of food, service, and physical environment on customer satisfaction and behavioral intention in quick-casual restaurants: Moderating role of perceived price. Journal of Hospitality and Tourism Research, 34(3), 310–329. https://doi.org/10.1177/1096348009350624

Saleem, H., and Raja, N. S. (2014). The impact of service quality on customer satisfaction, customer loyalty and brand image: Evidence from hotel industry of Pakistan. Middle - East Journal of Scientific Research, 19(5), 706–711. https://doi.org/10.5829/idosi.mejsr.2014.19.5.21018

Sanli, O., and Arabaci, I. B. (2017). Liselerde görev yapan öğretmenlerin örgütsel imaj algılarının", Journal of Ziya Gokalp Faculty of Education, 31, 642–661. http://dx.doi.org/10.14582/DUZGEF.733

Smaltz, D., H., Sambamurthy, V., and Agarwal, R. (2006). The antecedents of CIO role effectiveness in organizations: An empirical study in the healthcare sector. IEEE Transactions on Engineering Management, 53(2), 207–222.

Somani, A., and Krishnan, V. R. (2004). Impact of charismatic leadership and job involvement on corporate image building. Management and Labour Studies, 29(1), 7–19.

Srejesh S, and Amarnath Mitra, D. S. (2015). The impact of customer’s perceived service innovativeness on image congruence satisfacion and behavioral outcomes. Journal of Hospitality and Tourism Technology, 6(3), 288–310. http://dx.doi.org/10.1108/JHTT-10-2014-0061

Sultan, P., and Wong, H. Y. (2018). How service quality affects university brand performance, university brand image and behavioural intention: The mediating effects of satisfaction and trust and moderating roles of gender and study mode. Journal of Brand Management, 26(3), 332–347. https://doi.org/10.1057/s41262-018-0131-3

Tam, F. W. M. (2007). Rethinking School and community relations in Hong Kong. International Journal of Educational Management, 21(4), 350–366.

Yasin, R. (2020). Responsible leadership and employees’ turnover intention. Explore the mediating roles of ethical climate and corporate image. Journal of Knowledge Management, 25(7), 1760–1781. https://doi.org/10.1108/JKM-07-2020-0583

Yen, H., R., Hu, P., J.-H., Liao, Y.-C., and Wu, J.-Y. (2022). Effects of the manager's goal orientation on frontline service employees' service–sales ambidexterity conversion. Journal of Service Theory and Practice, 32(6), 737-761. https://doi.org/10.1108/JSTP-02-2022-0042

Zameer, H., Wang, Y., Yasmeen, H., Mofrad, A., A., and Waheed, A. (2018). Corporate image and customer satisfaction by virtue of employee engagement. Human Systems Management, 37, 233–248. https://doi.org/10.3233/HSM-17174

DOI: http://dx.doi.org/10.14203/STIPM.2024.404