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The Relationship between Alumni and University: Toward a Theory of Discretionary Collaborative Behavior

1998; Taylor & Francis; Volume: 6; Issue: 2 Linguagem: Inglês

10.1080/10696679.1998.11501799

1944-7175

Robert Heckman, Audrey Guskey,

Management and Organizational Studies

AbstractThis 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 them for financial and other resources makes them a useful relationship marketing example. This study examines discretionary collaborative behavior (DCB) performed by alumni and factors that lead to that behavior. DCBs are behaviors performed by a customer to help a vendor, company, or institution, which contribute to the effective functioning of the relationship, which are outside formal contractual obligations, and are performed. without expectation of direct reward. Findings show antecedents of DCBs are: satisfaction with performance, relational bonds, and individual attributes. Additional informationNotes on contributorsRobert HeckmanRobert Heckman (Ph.D., University of Pittsburgh) is a faculty member of the internationally known School of Information Studies at Syracuse University. His teaching and research interests center around marketing information technology products and measuring customer satisfaction with information-based services. He developed the first university course on information technology procurement to be offered in the United States. He is currently directing two studies for the Society of Information Management on current practices in software contracting and I. T. procurement management.His latest book, "Strategy and Planning for Information Resources" is to be published by John Wiley in 1998. Dr. Heckman has worked with public and private organizations to develop strategy technology and marketing plans.Dr. Heckman has over 20 years experience in the information services industry as a senior manager of bank operations, systems development, and information system marketing. He served as Vice President and Division Head for the Mellon Bank Datacenter Group, one of the largest providers of information services to the financial industry.Audrey GuskeyAudrey Guskey (Ph.D., University of Pittsburgh) is associate professor of marketing at Duquesne University. She has been a consultant for the Pittsburgh Pirates, Kodak, and General Motors. She formed a partnership with Dr. Robert Heckman of Syracuse University. Their clients include Blue Cross, Westinghouse, Duquesne Light, Mellon Bank, Elf Atochem, Bose Corporation, Office of Personnel Management (Federal Government), and United Way.Dr. Guskey has been quoted in The Wall Street JOW7UJI, USA Today, the New York Times, Smart Money Magazine, Advertising Age, Marketing News, Ladies Home Journal, and Fortune on consumer trends. She has also been interviewed extensively by national and regional television and radio stations including the CBS Morning Show, the Fox News Channel, All News Channel, the Montel Williams Show, CBS Radio and ABC Radio. She is the creator and host of Consumer Sense, an informative, entertaining segment on current consumer issues on the Southern Baptist national cable station.