Abstract
University or college is a challenging reality leading to a sometimes elusive career path. By consulting social media and review websites, students have more alternatives to consider in their choice determination. This study develops a multifaceted model to recognize the influence of service quality and e-word of mouth on customer satisfaction and the impact of customer satisfaction on word of mouth. Data gathered from a sample of 150 university students are analyzed by SPSS and PLS-SEM. The findings indicate that service quality dimensions and e-WOM have positive impacts on customer satisfaction. Furthermore, this study reinforces that customer satisfaction has a positive influence on customers’ WOM intentions. This research recommends that university management should consider the importance of service quality factors and social media channels to meet and exceed students’ expectations in order to bolster the quality of services and boost customer satisfaction.
Highlights
In the past few years, the market has witnessed the expansion of online social networks and their growth as one of the leading marketing forces
This study developed a model to determine the possibility of a relationship between different service quality aspects, as well as social media and e-WOM and customer satisfaction
This study was conducted in a Canadian University to identify how student satisfaction was impacted by service quality and social media
Summary
In the past few years, the market has witnessed the expansion of online social networks and their growth as one of the leading marketing forces. People tend to compare their required goods and services in a network-like manner and consider any available resources, online materials such as rating websites, to formulate an opinion and determine a final selection without the restriction of time and place. Based on the importance of the service, consumers are more conscious in their attempt to mitigate their risk and arrive at a wise option rather than lose time or money. Word of mouth and electronic word of mouth have become the main channels to transfer and share information among consumers with the view of learning and gaining more knowledge about products or services [2,3]. Consumers are able to disseminate their opinions and knowledge about any product and service and influence other consumers’ purchasing decisions globally [4]
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Journal of Theoretical and Applied Electronic Commerce Research
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
