The surge in private international education provision, driven by globalisation, neoliberalism, and increased mobility, has transformed education into a global trillion-dollar industry, with Asia playing a pivotal role in this growth trajectory (ISC Research, 2023; Le, 2014; Machin, 2017). International schools are transnational spaces that serve as conduits for global mobility and the preparation of individuals for professional futures in transnational organisations (Machin, 2017; Lallo & Resnick, 2008). The burgeoning demand for high-quality education from the transnational capitalist class (TCC) has reshaped educational landscapes, with a notable preference for Western-style international schooling (Gumport, Lannozzi, Shaman, & Zemsky, 1997; ISC Research, 2023; Machin, 2017). As such, private education spending in Southeast Asia has reached nearly $60 billion (ISC Research, 2023).

Developing, growing and sustaining relationships with customers is fundamental to the success of an organisation. In a rapidly changing environment where work has become vulnerable, uncertain, complex, and ambiguous (“VUCA”), this remains a key challenge (Raja, 2021). Amid this VUCA world, a variety of tri-partite relationships exist, specifically between organisations, employees and customers. Organisations assess how they can generate product or service value and offer it as brand promises to customers to indicate how they will solve the product or service issue of the customer. Brand promises are, more specifically in the service industries, brought to life through engagements between employees and customers.

Developing, growing and sustaining relationships with customers is fundamental to the success of an organisation. In a rapidly changing environment where work has become vulnerable, uncertain, complex, and ambiguous (“VUCA”), this remains a key challenge (Raja, 2021). Amid this VUCA world, a variety of tri-partite relationships exist, specifically between organisations, employees and customers. Organisations assess how they can generate product or service value and offer it as brand promises to customers to indicate how they will solve the product or service issue of the customer. Brand promises are, more specifically in the service industries, brought to life through engagements between employees and customers.