Factors Influencing Word-of-Mouth Recommendations by MBA Students: An Examination of School Quality, Educational Outcomes, and Value of the MBA

Grady D. Bruce · Rachel Edgington

62 citations0/0 files storedJournal of Marketing for HIGHER EDUCATION

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Management and Marketing Education Customer Service Quality and Loyalty Digital Marketing and Social Media

Abstract

Word-of-mouth recommendations from current students are an important source of influence when prospective MBA students are selecting a school. Based on a sample of 16,297 graduating MBA students, this paper uses multiple regression analysis to identify the factors that affect a school recommendation and to assess their relative importance. Separate models are developed based on prior research on service quality, educational outcomes, and perceived equity; then, variables from the separate models are combined into an overall model. Implications are discussed for school administrators and the marketing professionals who support them.

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References

2000Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments 1993A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions 1987Product/Consumption-Based Affective Responses and Postpurchase Processes 1996Consumer evaluations of new technology-based self-service options: An investigation of alternative models of service quality 1991A Test of Services Marketing Theory: Consumer Information Acquisition Activities 1993A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions 1998Word of mouth: understanding and managing referral marketing 1989Postpurchase communications by consumers

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2011The idiosyncratic behaviour of service quality, value, satisfaction, and intention to recommend in higher education: An empirical examination 2014Linking Brand Orientation with Service Quality, Satisfaction, and Positive Word-of-Mouth: Evidence from the Higher Education Sector 2012Carry-over effects in perceptions of educational value 2016Calidad y satisfacción: el caso de la Universidad de Jaén

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