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ERIC Number: EJ987489
Record Type: Journal
Publication Date: 2012
Pages: 18
Abstractor: As Provided
Reference Count: 77
ISBN: N/A
ISSN: ISSN-0951-354X
Word of Mouth Antecedents in an Educational Context: A Singaporean Study
Teo, Raymond; Soutar, Geoffrey N.
International Journal of Educational Management, v26 n7 p678-695 2012
Purpose: The purpose of this paper is to examine the role service quality, satisfaction and commitment play in word of mouth (WOM) formation among adult learners in Singapore. Design/methodology/approach: The study used a quantitative survey of 165 adult students who were enrolled in part-time undergraduate programmes at the Singapore Institute of Management, to examine the relationships of interest. Findings: The impact service quality had on WOM formation was examined, with student satisfaction and commitment being modelled as mediators of this relationship. The results suggested functional service quality, rather than technical service quality, impacted on WOM formation, with student satisfaction playing an important mediating role. The study also showed that, although student satisfaction had a significant effect on both aspects of commitment (affective commitment and high-sacrifice commitment), affective commitment led to WOM being given. Research limitations/implications: The study examined adult learners enrolled in part-time undergraduate management programmes. Younger, full-time students' WOM may not be impacted in the same way. Practical implications: Having a better understanding of WOM formation helps education institution managers focus on the "right" antecedents, which are functional service quality, satisfaction and affective commitment. The results also suggest broader responsibilities for such managers. If their goal is to increase student enrolments, in which WOM plays an important role, the management of student services is crucial and should be seen as a marketing tool, as well as an administrative process. Originality/value: The relationships examined have not been investigated previously in an educational environment and the results suggest education managers need to understand them as they plays crucial roles in determining WOM, which plays a significant role in determining students' educational preferences. If processes and strategies can be developed that improve service quality, satisfaction, commitment and WOM will all be positively influenced. (Contains 4 tables and 2 figures.)
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Singapore