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

Chin-Lon Lin, Wen-Long Zhuang (), Hsiu-Chen Huang, Ming-Tsung Lee and Sung-Hui Wu
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Chin-Lon Lin: Hungkuang University
Wen-Long Zhuang: Hungkuang University
Hsiu-Chen Huang: Hungkuang University
Ming-Tsung Lee: Hungkuang University
Sung-Hui Wu: National Chi Nan University

Palgrave Communications, 2025, vol. 12, issue 1, 1-10

Abstract: 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.

Date: 2025
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DOI: 10.1057/s41599-025-05840-6

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