TY - JOUR
T1 - Alumni’s perceptions about commitment towards their university
T2 - drivers and consequences
AU - Pedro, Ilda Maria
AU - Mendes, Júlio Costa
AU - Pereira, Luis Nobre
AU - Sequeira, Bernardete Dias
N1 - UIDB/04647/2020
UIDP/04647/2020
PY - 2020/12/1
Y1 - 2020/12/1
N2 - This paper intends to capture alumni’s assessments and perceptions about decisive dimensions of their commitment towards their alma mater. Their academic experience and current situation are highlighted. Moreover, their perception about the role of Higher Education Institution (HEI) in this commitment-relationship is likewise valuable to get their involvement. The study took place at a Portuguese university. Three focus groups, with 21 participants, were conducted to get consistent information permitting further developments. Data were analysed through NVivo software.The study gives insights revealing dimensions such as the relationships with teachers, extracurricular activities and initiation as decisive in their academic experience. Recommending and sharing their experience, underline evidence of what they are willing to give back. Moreover, their consciousness of bearing a mission to contribute to HEI’s development was expressed through strong positive feelings, such as the sense of belonging, and pride at being part of the university, defined in their statements. But they all demand an effective ability of the university to communicate with them. Overall conclusions offer a scenario of alumni’s commitment, giving HEI’s management valuable clues to improvement, but its responsibility in this commitment-relationship was also stressed. Moreover, results also provide contributions to literature enabling other HEIs to replicate the study or simply use the results for their own development. Since the study occurred in a relatively weak alumni culture context, revealing the importance in promoting debate as a means to engage alumni in HEI’s efforts for success, it presents insights for further developments in similar higher education environments.
AB - This paper intends to capture alumni’s assessments and perceptions about decisive dimensions of their commitment towards their alma mater. Their academic experience and current situation are highlighted. Moreover, their perception about the role of Higher Education Institution (HEI) in this commitment-relationship is likewise valuable to get their involvement. The study took place at a Portuguese university. Three focus groups, with 21 participants, were conducted to get consistent information permitting further developments. Data were analysed through NVivo software.The study gives insights revealing dimensions such as the relationships with teachers, extracurricular activities and initiation as decisive in their academic experience. Recommending and sharing their experience, underline evidence of what they are willing to give back. Moreover, their consciousness of bearing a mission to contribute to HEI’s development was expressed through strong positive feelings, such as the sense of belonging, and pride at being part of the university, defined in their statements. But they all demand an effective ability of the university to communicate with them. Overall conclusions offer a scenario of alumni’s commitment, giving HEI’s management valuable clues to improvement, but its responsibility in this commitment-relationship was also stressed. Moreover, results also provide contributions to literature enabling other HEIs to replicate the study or simply use the results for their own development. Since the study occurred in a relatively weak alumni culture context, revealing the importance in promoting debate as a means to engage alumni in HEI’s efforts for success, it presents insights for further developments in similar higher education environments.
KW - Alumni
KW - Commitment-relationship
KW - Focus group
KW - Perceptions
KW - Relationship marketing
KW - University
UR - http://www.scopus.com/inward/record.url?scp=85089472792&partnerID=8YFLogxK
U2 - 10.1007/s12208-020-00259-y
DO - 10.1007/s12208-020-00259-y
M3 - Article
AN - SCOPUS:85089472792
SN - 1865-1984
VL - 17
SP - 469
EP - 491
JO - International Review on Public and Nonprofit Marketing
JF - International Review on Public and Nonprofit Marketing
IS - 4
ER -