Service competencies of non-academic staff: key drivers for Vietnamese higher education institutions

Purpose Massification, internationalization and market-oriented operations have transformed the dynamics of universities, redefining them as service organizations with students as their primary customers. As a result, the service competencies of the workforce have become a competitive advantage for higher education institutions, particularly in the context of growing digital transformation in higher education. This study aims to examine how individual-level digital antecedents, such as digital competence, digital self-efficacy, digital technology utilization, influence the service competencies of non-academic staff. Design/methodology/approach This study employed a self-administered questionnaire to survey non-academic staff working at universities across Vietnam. Partial Least Squares SEM (PLS-SEM) was the primary statistical approach to assess measurement models and structural models. This study also applied a combination of the repeated indicator approach and the two-stage hierarchical component model approach to analyze the data. Findings The study revealed that both digital self-efficacy and digital competence are antecedents of digital technology utilization, which, in turn, significantly influences service competencies. The mediation analysis confirmed a partial mediation of digital technology utilization in the relationship between digital competence and service competencies and a full mediation between digital self-efficacy and service competencies. Originality/value By focusing on service competencies of non-academic staff, this research has confirmed a significant relationship between individual-level digital antecedents and service competencies, thereby significantly contributing to the higher education literature and offering managerial implications for university administrators. This study paves the way for future research to explore potential directions for enhancing service quality in higher education through the service competencies of the university workforce.