Work

Do satisfied students generate positive word-of-mouth? Moderating roles of perceived education quality and university brand knowledge

Year: 2025

Type: article

Abstract: This paper investigates the role of university life satisfaction on students’ positive word-of-mouth and the moderating influence of perceived education quality and university brand knowledge. Participants included first-year students from a central Taiwan university enrolled for at least 6 months. Using purposive sampling, 816 valid responses were collected via an online survey, achieving a 30.93% response rate. Findings reveal that higher life satisfaction enhances positive word-of-mouth, education quality strengthens this effect, and brand knowledge weakens it. Finally, the study offers practical implications and suggestions for future research based on its findings.

Source: Humanities and Social Sciences Communications

DOI: 10.1057/s41599-025-05840-6

Authors: Chin-Lon Lin, Wen-Long Zhuang, Hsiu-Chen Huang, Ming-Tsung Lee, Sung-Hui Wu

Institutions: Hungkuang University, National Chi Nan University

Language: English

Topic: Customer Service Quality and Loyalty

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Quality education

Open Access status: gold

Estimated APC paid: $1,890