Effects of Reputations and Satisfactions on Positive Word of Mouth Intentions and Switching Behaviours

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Ong, Leonnard (2017) Effects of Reputations and Satisfactions on Positive Word of Mouth Intentions and Switching Behaviours. International Journal of Business Studies, 1 (1). pp. 1-7. ISSN 2580-0132

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The increasing numbers of new Higher Education Institutions (HEIs) require HEIs to establish their positive reputation and customer satisfaction to both attract and retain students. This study aims to examine the effects of reputation and satisfaction on word of mouth (WOM) and switching behavior of students at the private University Jakarta. By employing structural equation modeling (SEM), we prove that satisfaction has a high direct and signiicant inluence on Word of Mouth (WOM) and switching behavior (.79 and .93). While reputation has a low direct effect on WOM and switching behavior (.16 and .00). The role of satisfaction as a mediating variable increases the indirect effect of reputation on WOM and switching behavior of .67 and .79. Further managerial implications are discussed. Keywords: Word of Mouth, Switching behavior, Reputation, Satisfaction, Structural equation modeling.

Item Type: Article
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions: Research And Community Empowerment > Journals
Depositing User: Rizky Amalia
Date Deposited: 13 Nov 2019 07:20
Last Modified: 14 Oct 2021 07:14
URI: http://repository.ipmi.ac.id/id/eprint/15

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