The Role of Responsive Leadership in Meeting Customer Needs During Crises: A Case Study on a Higher Education Institution in the UAE

Hamdy Ahmed Abdelaziz, Mohammed Abdelraouf Elsheikh

Source Title: International Journal of Customer Relationship Marketing and Management (IJCRMM)13(1)

ISSN: 1947-9247|EISSN: 1947-9255|EISBN13: 9781683181552|DOI: 10.4018/IJCRMM.289207

MLA

Abdelaziz, Hamdy Ahmed, and Mohammed Abdelraouf Elsheikh. "The Role of Responsive Leadership in Meeting Customer Needs During Crises: A Case Study on a Higher Education Institution in the UAE." IJCRMM vol.13, no.1 2022: pp.1-18. http://doi.org/10.4018/IJCRMM.289207

APA

Abdelaziz, H. A. & Elsheikh, M. A. (2022). The Role of Responsive Leadership in Meeting Customer Needs During Crises: A Case Study on a Higher Education Institution in the UAE. International Journal of Customer Relationship Marketing and Management (IJCRMM), 13(1), 1-18. http://doi.org/10.4018/IJCRMM.289207

Chicago

Abdelaziz, Hamdy Ahmed, and Mohammed Abdelraouf Elsheikh. "The Role of Responsive Leadership in Meeting Customer Needs During Crises: A Case Study on a Higher Education Institution in the UAE," International Journal of Customer Relationship Marketing and Management (IJCRMM) 13, no.1: 1-18. http://doi.org/10.4018/IJCRMM.289207

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Abstract

This case study conducted to investigate the impact of a responsive leadership approach in meeting customers' needs in a higher education institution in the UAE during the COVID-19 pandemic. For this purpose, a mixed-method model has been used. The data has been collected from a convenient sample working and studying at Al Qasimia University Language Center, in fall 2020. This result indicates that the provided responsive leadership support during COVID-19 was effective and helped in motivating learners and customers to keep learning and making progress greater than what was shown before COVID-19, during the face-to-face teaching and physical assessment. Although the qualitative and quantitative results in this case study revealed a significant impact of responsive leadership approach on customers’ progress, there is still a need to conduct other researches to develop and validate a responsive leadership inventory to facilitate measuring of responsive leadership attributes in a large scale sample and/or population.