I Have to Choose This University: Understanding Perceived Usefulness of Word of Mouth (WOM) in Choosing Universities among Students of Higher Education

Q3 Business, Management and Accounting

Services Marketing Quarterly Pub Date : 2021-10-06 DOI:10.1080/15332969.2021.1982851

David Amani

引用次数: 17

Abstract

ABSTRACT For decades, Word of Mouth (WOM) has been popularized as the most powerful form of marketing communication. However, there is scant evidence that validates its powerfulness from the receivers’ perspective. The study examined the powerfulness of WOM by testing its perceived usefulness in choosing Universities from 358 undergraduate students from the public university. Data were analyzed by using Structural Equation Modeling and the findings indicate that students choose Universities through the influence of WOM. Therefore, the University should focus on delivering quality services that influence the spread of positive WOM messages by its current students to prospective students.

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我必须选择这所大学:了解口碑在高等教育学生选择大学中的感知有用性

几十年来，口碑作为最强大的营销传播形式得到了广泛的应用。然而，很少有证据从接受者的角度来验证它的强大性。这项研究通过测试口碑在公立大学358名本科生中选择大学时的感知有用性来检验口碑的强大性。采用结构方程模型对数据进行分析，结果表明，学生选择大学是受到口碑的影响。因此，大学应专注于提供优质服务，影响现有学生向未来学生传播积极的口碑信息。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Services Marketing Quarterly Business, Management and Accounting-Business, Management and Accounting (miscellaneous)

CiteScore

2.40

自引率

0.00%

发文量

期刊介绍： Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.