Modelling the underpinning factors of word of mouth (WOM) intentions of students in an ODL institution
The purpose of this research is to examine the impact of the predictors – quality of service, students perceived satisfaction, and university image on word of mouth (WOM) intention in an open distance learning (ODL) institution. Understanding the expectation of customers is an important component...
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| Format: | Conference or Workshop Item |
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2019
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| Online Access: | https://library.oum.edu.my/repository/1185/1/library-document-1185.pdf https://library.oum.edu.my/repository/1185/ |
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| _version_ | 1831339068160475136 |
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| author | Norlia Goolamally, Mazuin Omar, Azleen Ismail, |
| author_facet | Norlia Goolamally, Mazuin Omar, Azleen Ismail, |
| author_sort | Norlia Goolamally, |
| building | OUM Library |
| collection | Institutional Repository |
| content_provider | Open University Malaysia |
| content_source | OUM Knowledge Repository |
| continent | Asia |
| country | Malaysia |
| description | The purpose of this research is to examine the impact of the predictors – quality of
service, students perceived satisfaction, and university image on word of mouth
(WOM) intention in an open distance learning (ODL) institution. Understanding the
expectation of customers is an important component in the marketing kit. Competitive
market among educational institution lead educational institutions to think of ways to
improve the marketing strategy. The paper also investigates the mediating effect of
university image and student perceived satisfaction on WOM intentions of students on
the institution. Online survey questionnaires were distributed to 1012 students who are
studying at an ODL institution. The sample is selected from the various learning centres
and selection is based on the number of semesters these students have been studying at
the institution. For the purpose of the research the sample are those who have completed
six semesters of study at the institution. The items in the questionnaire were developed
using existing constructs. The findings showed that student perceived satisfaction;
quality services and university image have a positive and significant impact on word
of mouth intention at p 0.05. This study establishes the fact that the quality of services
provided, the image of the university and how students feel about the services are
predictors of word of mouth intention of students about the university. (Abstract by authors)
|
| format | Conference or Workshop Item |
| id | my.oum.1185 |
| institution | Open University Malaysia |
| publishDate | 2019 |
| record_format | eprints |
| spelling | my.oum.11852020-07-13T04:11:29Z Modelling the underpinning factors of word of mouth (WOM) intentions of students in an ODL institution Norlia Goolamally, Mazuin Omar, Azleen Ismail, LC5201 Education extension. Adult education. Continuing education The purpose of this research is to examine the impact of the predictors – quality of service, students perceived satisfaction, and university image on word of mouth (WOM) intention in an open distance learning (ODL) institution. Understanding the expectation of customers is an important component in the marketing kit. Competitive market among educational institution lead educational institutions to think of ways to improve the marketing strategy. The paper also investigates the mediating effect of university image and student perceived satisfaction on WOM intentions of students on the institution. Online survey questionnaires were distributed to 1012 students who are studying at an ODL institution. The sample is selected from the various learning centres and selection is based on the number of semesters these students have been studying at the institution. For the purpose of the research the sample are those who have completed six semesters of study at the institution. The items in the questionnaire were developed using existing constructs. The findings showed that student perceived satisfaction; quality services and university image have a positive and significant impact on word of mouth intention at p 0.05. This study establishes the fact that the quality of services provided, the image of the university and how students feel about the services are predictors of word of mouth intention of students about the university. (Abstract by authors) 2019 Conference or Workshop Item PeerReviewed text https://library.oum.edu.my/repository/1185/1/library-document-1185.pdf Norlia Goolamally, and Mazuin Omar, and Azleen Ismail, (2019) Modelling the underpinning factors of word of mouth (WOM) intentions of students in an ODL institution. In: International Conference on Education (ICE 2019), 10-11 April 2019, Kuala Lumpur. https://library.oum.edu.my/repository/1185/ |
| spellingShingle | LC5201 Education extension. Adult education. Continuing education Norlia Goolamally, Mazuin Omar, Azleen Ismail, Modelling the underpinning factors of word of mouth (WOM) intentions of students in an ODL institution |
| title | Modelling the underpinning factors of word of mouth (WOM) intentions of students in an ODL institution |
| title_full | Modelling the underpinning factors of word of mouth (WOM) intentions of students in an ODL institution |
| title_fullStr | Modelling the underpinning factors of word of mouth (WOM) intentions of students in an ODL institution |
| title_full_unstemmed | Modelling the underpinning factors of word of mouth (WOM) intentions of students in an ODL institution |
| title_short | Modelling the underpinning factors of word of mouth (WOM) intentions of students in an ODL institution |
| title_sort | modelling the underpinning factors of word of mouth (wom) intentions of students in an odl institution |
| topic | LC5201 Education extension. Adult education. Continuing education |
| url | https://library.oum.edu.my/repository/1185/1/library-document-1185.pdf https://library.oum.edu.my/repository/1185/ |
| url_provider | http://library.oum.edu.my/repository/ |