scholarly journals THE IMPACT OF INSTITUTION IMAGE AND STUDENT SATISFACTION TO WORD OF MOUTH

2015 ◽  
Vol 14 (2) ◽  
Author(s):  
Andy Mulyana ◽  
Devi Ayuni
Keyword(s):  
Higher Education ◽  
Student Satisfaction ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Descriptive Statistics ◽  
Equation Modeling ◽  
Positive Word ◽  
Positive Word Of Mouth ◽  
The Impact

In the recent years a tremendous growth has been observed in the Indonesia higher education institutions (HEI). The growth in the number of HEI in year 2009 – 2013 increased from 1.382 to 3.151. The increase in the number of HEI in Indonesia has resulted in the industry becoming very competitive. The situation call for HEIs to focus on establishing a strong institution image and providing student satisfaction to secure their positive word of mouth. A conceptual framework is proposed that investigates the impact of institution image and student satisfaction on word of mouth (WOM). Survey was employed and respondents were from the students of Indonesian Open University (Universitas Terbuka = UT). There were 155 usable questionnaires to analyze descriptive statistics, realibility, validity and structural equation modeling (SEM). The research found that institution image and student satisfaction significantly affects WOM and that image exerts a stronger influence on WOM than satisfaction. Therefore, UT as a service firm has to focus on these factors in order to built a long-term and mutally profitability relationship with a student and create positive WOM as competitive advantage.

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

2021 ◽  
Vol 13 (12) ◽  
pp. 6724
Author(s):  
Lien Thi Kim Nguyen ◽  
Tom Meng-Yen Lin ◽  
Hoang Phuong Lam
Keyword(s):  
Higher Education ◽  
Student Satisfaction ◽  
Structural Equation ◽  
Equation Modeling ◽  
University Image ◽  
Education Marketing ◽  
University Experience ◽  
The University ◽  
Positive Word Of Mouth

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.

Face Gain and Face Loss in Restaurant Consumers’ Brand Advocate Behaviors

2018 ◽  
Vol 43 (3) ◽  
pp. 395-415 ◽  
Author(s):  
Yu-Shan (Sandy) Huang ◽  
Yao-Chin Wang ◽  
Pei-Jou Kuo
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Positive Word ◽  
Ideal Self ◽  
Negative Effects ◽  
Positive Effects ◽  
Social Settings ◽  
Positive Word Of Mouth ◽  
Brand Congruence

Face plays a key role in guiding consumers’ consumptions in social settings. The purpose of this research is to understand how the desire to gain face and the fear to lose face affect consumers’ self-brand congruence and brand advocate behaviors toward their favorite restaurant brands. Using structural equation modeling to analyze the survey data, the results indicated (1) that ideal-self attainability encouraged the desire to gain face while discouraging the fear to lose face, (2) that the desire to gain face exerted positive effects on positive word-of-mouth and negative avoidance through actual self-brand congruence, and (3) that the fear to lose face exerted negative effects on positive word-of-mouth through actual self-brand congruence.

scholarly journals Positive determinants word-of-mouth of supermarket consumer in the COVID-19 pandemic era

2021 ◽  
Vol 14 (2) ◽  
pp. 300
Author(s):  
Sri Vandayuli Rirorini ◽  
Genesis Sembirng Depari
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Consumer Satisfaction ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Positive Impact ◽  
Sampling Technique ◽  
Equation Modeling ◽  
Positive Word ◽  
Positive Word Of Mouth

<p>This research, which was conducted in the era of the COVID-19 pandemic, aims to analyze the influence of the dimensions of service quality, competitive prices, customer satisfaction toward the positive word-of-mouth of Supermarket customers. Questionnaires were distributed to 350 respondents as samples using the <em>non-probability sampling method</em> and <em>purposive sampling technique</em>. Meanwhile, Structural Equation Modeling (SEM) is used to analyze the data. The results of the study indicate that <em>Reliability, Assurance, Tangibles, Empathy, Responsiveness, Competitive Price</em> have positive and significant effects on<em>Customer Satisfaction</em>, which in turn would have a positive impact on positive word-of-mouth. Of all dimensions of service quality, the most powerful factor influencing consumer satisfaction shopping in supermarkets is reliability, and the one that gives consumers the most important feeling in providing quality services is Responsiveness. For further research, it is recommended to expand the scope of research in various types of businesses, not only in supermarkets.</p>

Building Satisfaction and Loyalty During a Musical Benefit Event: A Consumer-Based Approach

2019 ◽  
Vol 48 (6) ◽  
pp. 1250-1271
Author(s):  
Jeanne Albouy ◽  
Jean-Philippe Galan ◽  
Laurent Maubisson
Keyword(s):  
Quality Of Service ◽  
Structural Equation Modeling ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Behavioral Outcomes ◽  
Equation Modeling ◽  
Positive Word ◽  
Direct Effects ◽  
Positive Word Of Mouth

This research addresses the respective importance of the charitable, experiential, and service-based dimensions associated with benefit concerts. Through a consumer-based approach, we examine the effects of three antecedents (charitable scope, immersion, and quality of service) on satisfaction and behavioral outcomes (loyalty and positive word-of-mouth). Data collected on site immediately after a charity concert are analyzed with structural equation modeling. The state of immersion and the event’s charitable scope enhance the overall satisfaction, which, in turn, fosters the behavioral outcomes. Direct effects are identified; satisfaction is influenced more by immersion, whereas behavioral outcomes depend more on charitable scope. The type of initial motivation moderates the findings: The quality of service enhances satisfaction only among attendees with other-focused motivation, immersion improves satisfaction if the motivation is self-focused, and charitable scope remains an important factor of satisfaction regardless of the type of motivation.

scholarly journals How narrative transportation in movies affects audiences’ positive word-of-mouth: The mediating role of emotion

PLoS ONE ◽  
2021 ◽  
Vol 16 (11) ◽  
pp. e0259420
Author(s):  
Shih-Tse Wang ◽  
Yao-Chien Tang
Keyword(s):  
Belief Revision ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Behavioral Model ◽  
Equation Modeling ◽  
Positive Word ◽  
Narrative Transportation ◽  
Mediating Role ◽  
Positive Word Of Mouth ◽  
The Relationship

On the basis of the cognitive–affective–behavioral model, this study investigated the effects of narrative transportation in movies on audience emotion and positive word-of-mouth (PWOM). To the best of the authors’ knowledge, this is the first study to explore the effects of the multidimensionality of narrative transportation on the multidimensionality of emotion. In this study, narrative transportation was divided into dimensions of empathy, immersion, and belief revision, and emotion was divided into pleasure and arousal. To explore the relationship between narrative transportation, emotions, and PWOM, the participants, comprising individuals with movie watching experience, completed a questionnaire on the movie that had left the deepest impression on them. The responses were analyzed through structural equation modeling. Empathy, immersion, and belief revision were significantly and positively associated with pleasure and arousal, which positively correlated with PWOM. The relationship between empathy or immersion and PWOM was partially mediated by pleasure and arousal, whereas pleasure and arousal fully mediated the association between belief revision and PWOM. Practical suggestions for filmmakers were derived from the present findings.

scholarly journals MENINGKATKAN POSITIVE WORD OF MOUTH MELALUI BRAND AWARENESS, BRAND AMBASSADOR, TAGLINE, DAN IKLAN (Studi Pada Konsumen Produk Wardah di Lotte Mart Medan)

2021 ◽  
Vol 2 (1) ◽  
pp. 41-53
Author(s):  
Lastri Nabilah ◽  
Zuwina Miraza
Keyword(s):  
Structural Equation ◽  
Word Of Mouth ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Positive Word ◽  
Validity Data ◽  
Television Advertisements ◽  
Positive Word Of Mouth ◽  
Brand Ambassadors ◽  
Number Of Customers

This research based on the premise that marketing activities played an im-portant role in increasing the company’s sales volume. Company needed to run markets strategy to achieve sales target which have been set. Therefore, this research aimed to described the positive influence of word of mouth through brand ambassadors, taglines, television advertisements with brand awareness as the mediation that was carried out to consumers of Wardah products in the Lotte Mart Center Point Medan. Population of this study was the number of customers at Wardah Counter in Lotte Mart which cannot be known certaintly. The sample in this study amounted to 100 people. Data collected by questionnaires that were assessed on a Likert scale, each of which was tested and met the requirements of reliability and validity. Data analyzed based on structural equation modeling (SEM) method. The results obtained and at the same time concluded that brand ambassadors, taglines, television advertisements had a positive and significant effect on brand awareness. Brand ambassadors, taglines, television advertisements had a positive and significant effect on positive word of mouth. Brand awareness mediated taglines and advertisements for positive word of mouth. Brand awareness did not mediate brand ambassadors for positive word of mouth.

scholarly journals Pengaruh Citra Merek Terhadap Kepuasan Pelanggan dan Implikasinya pada Positive Word Of Mouth Penumpang MRT Jakarta

Prologia ◽  
2020 ◽  
Vol 4 (2) ◽  
pp. 368
Author(s):  
Meiliana Meiliana ◽  
Rezi Erdiansyah
Keyword(s):  
Structural Equation Modeling ◽  
Customer Satisfaction ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Brand Image ◽  
Corporate Identity ◽  
Equation Modeling ◽  
Positive Word ◽  
Passenger Satisfaction ◽  
Positive Word Of Mouth

The purpose of this study was to determine the effect of brand image on positive word of mouth through Jakarta MRT passenger satisfaction. The research sample used as many as 125 respondents came from passengers aged 20 years over and had used the Jakarta MRT services. Questionnaires were distributed and filled out directly by respondents and by Google forms. Data analysis using SPSS (Statistical Package For The Social Sciences) version 23 software and SEM (Structural Equation Modeling) with Lisrel application version 8.80. The results showed brand image and customer satisfaction had a significant influence on positive word of mouth MRT Jakarta passengers. However, customer satisfaction is most influential on positive word of mouth, then followed by brand image. In sequence the most dominant dimensions that shape brand image are value, corporate identity, reputation and personality. Furthermore, sequentially the most dominant dimensions that shape customer satisfaction are service quality, product quality, price and comfort. And in sequence the most dominant dimensions that make up positive word of mouth are information, invitations, recommendations and positive stories. Thus, to create positive word of mouth, efforts should be made to increase customer satisfaction.Tujuan dari penelitian ini adalah untuk mengetahui pengaruh citra merek terhadap positive word of mouth melalui kepuasan penumpang MRT Jakarta. Sampel penelitian yang digunakan sebanyak 125 responden berasal dari penumpang yang berumur 20 tahun ke atas dan pernah menggunakan jasa layanan MRT Jakarta. Kuesioner disebarkan melalui penyebaran angket dan diisi langsung oleh responden serta google forms. Analisis data menggunakan SEM (Structural Equation Modeling) dengan aplikasi Lisrel versi 8.80. Hasil penelitian menunjukkan citra merek dan kepuasan pelanggan memberikan pengaruh signifikan terhadap positive word of mouth penumpang MRT Jakarta. Namun demikian, kepuasan pelanggan paling berpengaruh terhadap positive word of mouth, lalu diikuti dengan citra merek. Secara berurutan dimensi paling dominan yang membentuk citra merek adalah nilai, identitas perusahaan, reputasi dan kepribadian. Selanjutnya, secara berurutan dimensi paling dominan yang membentuk kepuasan pelanggan adalah kualitas pelayanan, kualitas produk, harga dan kenyamanan. Dan secara berurutan dimensi paling dominan yang membentuk positive word of mouth adalah informasi, ajakan, rekomendasi dan cerita positif. Dengan demikian, untuk menciptakan positive word of mouth perlu dilakukan  upaya meningkatkan kepuasan pelanggan. 

scholarly journals The Effect of Brand Awareness, Credibility, Quality and Loyalty on Word-of-Mouth in a Competitive Medicine Market

2021 ◽  
Vol 12 (4(I)) ◽  
pp. 28-38
Author(s):  
Peter Kwasi Oppong
Keyword(s):  
Traditional Medicine ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Sampling Strategy ◽  
Brand Awareness ◽  
Systematic Sampling ◽  
Positive Word ◽  
Attitudinal Loyalty ◽  
Positive Word Of Mouth ◽  
The Impact

Brands with a high level of awareness, credibility, quality and loyalty provide a platform for strengthening customers` favourable word-of-mouth, which may contribute to increasing market share in a competitive environment. However, there is few or no research on the effect of awareness, credibility and quality on word-of-mouth through the impact of attitudinal loyalty and behavioural loyalty, particularly in the traditional medicine market. Consequently, this research aims to evaluate the effect of awareness, credibility and quality on word-of-mouth via the impact of the dimensions of loyalty in the traditional medicine market. Survey questionnaires were administered to 265 customers chosen from the traditional medicine market through a systematic sampling strategy. The data collected were statistically analyzed using structural equation modelling through SPSS Amos 20. The study revealed that awareness, credibility and quality positively influence word-of-mouth through the impact of behavioural loyalty. The research further found that awareness and credibility significantly influence positive word-of-mouth through the impact of attitudinal loyalty in the traditional medicine market. Therefore, this paper extends the prior studies by exhibiting the potential role of brand awareness, credibility and quality in strengthening word-of-mouth through the impact of attitudinal loyalty and behavioural loyalty, particularly in the traditional medicine market. This paper also advances managers` knowledge about creating and exploiting brand awareness, credibility, perceived quality, attitudinal loyalty and behavioural loyalty to increase positive word-of-mouth in the traditional medicine market

scholarly journals Satisfação Dos Estudantes Da Educação Superior Com O Ensino Remoto Durante A Pandemia

2022 ◽  
Vol 3 (1) ◽  
pp. 86-104
Author(s):  
Fernanda Cristina Barbosa Pereira Queiroz ◽  
Christian Luis Da Silva ◽  
NILTON CÉZAR LIMA ◽  
JAMERSON VIEGAS QUEIROZ ◽  
Eduardo Lopes Marques ◽  
...  
Keyword(s):  
Higher Education ◽  
Student Satisfaction ◽  
Structural Equation ◽  
Positive Relationship ◽  
Descriptive Analysis ◽  
Individual Characteristics ◽  
Equation Modeling ◽  
Research Findings ◽  
Almost All ◽  
The Impact

Devido à pandemia da Covid-19 surgiu a necessidade de distanciamento social a fim de evitar o contágio e, como consequência, o ensino remoto (ER) foi adotado como um regime excepcional por quase todas as Instituições de Educação Superior (IES), no mundo, em 2020. O principal objetivo desta pesquisa é identificar os fatores mais importantes, na percepção dos estudantes, que afetaram a satisfação deles com o ER. Este estudo utilizou uma abordagem quantitativa, por um método de amostragem não probabilístico, por meio da análise de 311 questionários respondidos online. O software R foi utilizado para a análise descritiva e o SmartPLS para analisar os dados recorrendo-se à modelagem de equações estruturais no intuito de examinar a relação entre variáveis ​​independentes e dependentes. Verificou-se uma relação positiva e significativa entre os constructos, e as duas hipóteses sugeridas foram confirmadas, sendo que H1: há uma relação positiva entre a percepção de qualidade e a satisfação dos estudantes com o ER e H2: há uma relação positiva entre as características individuais dos estudantes e a satisfação com o ER. Os resultados da pesquisa contribuem para a discussão acerca do impacto da pandemia na educação superior e agrega conhecimento em relação aos determinantes da satisfação do estudante com o ER.   Due to the Covid-19 pandemic the need for social distancing arose in order to avoid contagion and as a consequence, remote learning (RE) was adopted as an exceptional regime by almost all Higher Education Institutions (HEIs), worldwide, in 2020. The main objective of this research is to identify the most important factors, in students' perception, that affected their satisfaction with ER. This study used a quantitative approach, by a non-probability sampling method, through the analysis of 311 questionnaires answered online. R software was used for descriptive analysis and SmartPLS to analyze the data using structural equation modeling to examine the relationship between independent and dependent variables. There was a positive and significant relationship between the constructs, and the two suggested hypotheses were confirmed, being H1: there is a positive relationship between perceived quality and students' satisfaction with RE and H2: there is a positive relationship between students' individual characteristics and satisfaction with RE. The research findings contribute to the discussion about the impact of pandemic on higher education and adds knowledge regarding the determinants of student satisfaction with RE.

Developing a deeper understanding of positive word of mouth (WOM) in virtual brand communities through the moderator effect of community participation

2019 ◽  
pp. 8-16
Author(s):  
María de los Dolores Santarriaga-Pineda ◽  
Francisco Carlos Soto-Ramirez ◽  
María del Consuelo Reyes-Gónzalez
Keyword(s):  
Latent Variables ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Structural Model ◽  
Virtual Community ◽  
Equation Modeling ◽  
Positive Word ◽  
Moderator Effect ◽  
Brand Communities ◽  
Positive Word Of Mouth

Objectives: The present study examines the links between psychographic homogeneity, availability of communication avenues, and involvement with the community, emotional brand connection and positive word of mouth. In our research framework, we include these latent variables to understand if they are core positive drivers in their relationship with positive word of mouth (WOM) behavior as the core relationship outcome. All these was studied in the context of virtual brand communities foster by the company. Methodology: Using empirical data from an on-line survey sent by email, a sample of 400 members of the virtual community Apple México, manage by the company were analyzed. The members were selected randomly. The questionnaire was developed using measures from previous empirical research. The structural model was empirically tested using CFA and hypotheses tested using Structural Equation Modeling (SEM) using AMOS. Contribution: The results extend previous research by showing a strong positive relation between latent constructs proposed in the study and their relationship with positive word-of-mouth (WOM).

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