Gender and Generation Differences in University Students’ Word-of-Mouth Willingness

Zoltán Rózsa
Additional contact information
Zoltán Rózsa: School of Economics and Management in Public Administration in Bratislava, Bratislava, Slovak Republic

Marketing Science & Inspirations, 2018, vol. 13, issue 4, 29-35

Abstract: Student loyalty in the higher education sector helps college administrators to establish long-term relationships with both current and former students. Study have chosen to examine one of the components of loyalty, namely the willingness of students to spread positive information about the university. The study aimed to empirically examine the willingness of positive word of mouth communication by gender, and generation. The study utilised a quantitative design. The survey was conducted in a private university with a population of about 2,100 students. The data were collected using convenience sampling during the winter semester of the academic year 2018/2019 in two groups of bachelor level full-time students. There were 114 usable responses. Research has found that university’s students are mostly willing to spread positive information about their alma mater. The statistically significant differences in the willingness of positive word of mouth communication by gender were confirmed (p

Keywords: higher education institution; loyalty; word of mouth; gender; generation (search for similar items in EconPapers)
JEL-codes: I23 M31 (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations:

Downloads: (external link)
https://msijournal.com/differences-in-students-word-of-mouth-willingness/

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:13:y:2018:i:4:p:29-35

Access Statistics for this article

More articles in Marketing Science & Inspirations from Comenius University in Bratislava, Faculty of Management Contact information at EDIRC.
Bibliographic data for series maintained by Frantisek Olsavsky ().