Factors Influencing Word-of-Mouth Recommendations by MBA Students: An Examination of School Quality, Educational Outcomes, and Value of the MBA

Grady Bruce and Rachel Edgington

Journal of Marketing for Higher Education, 2008, vol. 18, issue 1, 79-101

Abstract: Word-of-mouth recommendations from current students are an important source of influence when prospective MBA students are selecting a school. Based on a sample of 16,297 graduating MBA students, this paper uses multiple regression analysis to identify the factors that affect a school recommendation and to assess their relative importance. Separate models are developed based on prior research on service quality, educational outcomes, and perceived equity; then, variables from the separate models are combined into an overall model. Implications are discussed for school administrators and the marketing professionals who support them.

Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:18:y:2008:i:1:p:79-101

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DOI: 10.1080/08841240802100303

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