The influence of course experience, satisfaction, and loyalty on students’ word-of-mouth and re-enrolment intentions

Rehman, Mohsin Abdur; Woyo, Erisher; Akahome, Joy E.; Sohail, Muhammad Danial

doi:10.1080/08841241.2020.1852469

Cited by 24 publications

(17 citation statements)

References 71 publications

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“…Measuring student satisfaction is important for the institution in evaluating and improving service performance, such as teaching and curriculum design [35]. Empirical research confirms the effect of student satisfaction on student loyalty [36], student WOM [37], and co-creation behavior [17]. In this study, student satisfaction is defined as perceived quality derived from an overall evaluation [29].…”

Section: Student Satisfactionmentioning

confidence: 89%

“…Therefore, a university can not only increase student positive WOM through co-creating value but can also enhance the WOM marketing channel by raising student satisfaction levels and improving the perceived university image. Positive WOM is one of the most powerful marketing tools in the global market and has a significant influence on re-enrolment intentions [37].…”

Section: Discussionmentioning

confidence: 99%

“…Our approach uses positive WOM and is consistent with the second stream, in which students make positive comments to one another about their university. Positive WOM was found to be enhanced by perceived service quality and innovation experience [15], and it influences student re-enrolment intention [37].…”

Section: Student Positive Wommentioning

confidence: 96%

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The Role of Co-Creating Value and Its Outcomes in Higher Education Marketing

2021

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This study examines the role of student co-creation behavior in contributing to student satisfaction, perceived university image, and student positive word of mouth (WOM). Using a sample of 513 students from a Taiwanese university and conducting partial least squares structural equation modeling, the findings indicate that co-creating value is critical to student satisfaction, university image, and positive WOM. The results also show the effect of student satisfaction and university image on student positive WOM. This study confirms the pivotal role of student participation in co-creating value in enhancing satisfaction with the university experience, creating and sustaining a positive image, and building the credibility of the university. This research is particularly important to higher education institutions because it has practical implications for decision-makers, brand managers, and HE marketers who wish to improve understanding of the relationship between the university and students in the process of co-creating value and its outcomes.

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Section: Student Satisfactionmentioning

confidence: 89%

Section: Discussionmentioning

confidence: 99%

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The Role of Co-Creating Value and Its Outcomes in Higher Education Marketing

2021

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“…The current study explores students' life experiences in a global pandemic context regardless of the essence of theoretical differences between virtual and online educational platforms. These experiences influence student satisfaction, loyalty, word-of-mouth communication and re-enrollment intentions (Rehman et al, 2020). The outcome of the present study revolves around identifying diverse challenges such as lack of ICT infrastructure, technical skills gap and financial hurdles in the adoption of e-learning platforms.…”

Section: E-learning and Student Adoption Perceptionmentioning

confidence: 94%

Understanding the challenges of e-learning during the global pandemic emergency: the students’ perspective

Rehman

Soroya

Abbas

et al. 2021

QAE

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Purpose This study aims to debate and highlight the challenges faced by university students regarding e-learning during the global pandemic emergency. Furthermore, it sketches the solutions of e-learning using a theoretical lens of emergency management theory (EMT). Finally, the study argues a case for improvement in existing e-learning systems to enable higher education systems, particularly in a developing country, to recover the losses and increase education quality. Design/methodology/approach A qualitative research design and phenomenology research approach were applied to conduct the current study. A total of 10 in-depth online interviews were recorded from students studying in Pakistan and the UK. Verbatim transcriptions were analysed using the reflexive thematic analysis approach. Findings The current study results explained in detail the numerous challenges, including lack of preparedness (students and institutions), low quality of interaction, lack of motivation, lack of class activities and forceful adoption of e-learning. Alternatively, few opportunities also emerged through a set of suggestions such as a comprehensive emergency management plan, introduction of strong student counselling programmes and a strategic plan for quality of online learning content. Originality/value This study’s contribution stands out in crucial times of the global pandemic. EMT is applied to understand the different dimensions of preparedness, response, mitigation and recovery from a students’ perspective. Furthermore, considering students as important members of higher education institutions and understanding students’ opinions regarding quality assurance during the global pandemic was imperative.

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“…Todos estos factores constituyen predictores críticos del desarrollo de una transmisión boca en boca positiva, a la que otorgan una importancia estratégica para fidelizar a los estudiantes y lograr que prosigan en la institución universitaria, cursando estudios de posgrado (Rehman et al, 2020).…”

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Percepción de estudiantes sobre la comunicación institucional universitaria

Segura-Mariño

Sande

Rojano³

2021

cdi

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El objetivo de esta investigación es evaluar la comunicación institucional de 21 universidades ecuatorianas desde la percepción de los estudiantes. Se aplicó una encuesta en línea con consistencia interna (ω=0,91) a 3540 alumnos y se valoró su percepción como estudiantes potenciales y actuales; los datos se analizaron mediante la prueba U de Mann-Whitney y el coeficiente τ de Kendall. Se destaca que el factor que más influyó para elegir la institución es el costo, que las universidades privadas gestionan mejor la relación con el alumnado y que la satisfacción sobre la comunicación está correlacionada con el compromiso que sienten los estudiantes actuales. Es indispensable que las instituciones de educación superior cuenten con equipos propios de comunicación y que valoren los canales en línea y offline, así como la percepción de padres/madres, ya que tienen una alta influencia en la decisión de sus hijos.

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The influence of course experience, satisfaction, and loyalty on students’ word-of-mouth and re-enrolment intentions

Cited by 24 publications

References 71 publications

The Role of Co-Creating Value and Its Outcomes in Higher Education Marketing

The Role of Co-Creating Value and Its Outcomes in Higher Education Marketing

Understanding the challenges of e-learning during the global pandemic emergency: the students’ perspective

Percepción de estudiantes sobre la comunicación institucional universitaria

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