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- Title
Exploring the Relationships among Service Quality, Customer Loyalty and Word-Of-Mouth for Private Higher Education in Taiwan.
- Authors
Shao-Chang Li
- Abstract
The purpose of this study is to determine the nature of the relationships between service quality perceived by students, and word-of-mouth based on the proposed model on a university campus. In this study, the survey method was used to explore those relationships and data were collected through self-administrated questionnaires from the case university. Structural Equation Modeling was used to test the research hypotheses and analyze the model. The results showed the best-fit model identified a number of relationships that were expected and unexpected and indicated that only one direct effect path existed from perceived service quality to word-of-mouth. The students must be satisfied by service quality they perceived first and then create loyalty to generate word-of-mouth behaviors. Thus the top management of the university should make efforts to ensure that their students develop positive word-of-mouth.
- Publication
Asia Pacific Management Review, 2013, Vol 18, Issue 4, p375
- ISSN
1029-3132
- Publication type
Academic Journal
- DOI
10.6126/APMR.2013.18.4.02