Year: 2018
Type: article
Study design: Observational Study
Abstract: Recommendations and “word-of-mouth” play an important role in service marketing. This specific form of communication involves supporting a product or service by a satisfied customer. “Word of mouth” is very helpful in building awareness of a brand, also in the higher education market. This paper provides some insight into a decision-making process of young people, who make the decision concerning the next step of their education, thus enabling the universities to develop the efficient communication program. Considering influence of recommendations on potential students, universities must learn how to use social ties to promote the educational offer. The outcomes of survey conducted among Polish students will be also discussed, to evaluate, to what extend recommendations and word-of-mouth determined their choice of the particular university. Main goal of the paper is to discuss the usefulness of recommendations in the communication-mix of the universities. In that sense, it provides the contribution to service marketing practice.
Author: Ewa Prymon-Ryś
Institution: AGH University of Krakow
Language: English
Subfield: Marketing
Domain: Social Sciences
SDG: Quality education
Open Access status: diamond
OpenAlex ID: W3018860257