The Influence of Course Experience, Satisfaction, and Loyalty on Students' Word-of-Mouth and Re-Enrolment Intentions

Autor/inn/en	Rehman, Mohsin Abdur; Woyo, Erisher; Akahome, Joy Eghonghon; Sohail, Muhammad Danial
Titel	The Influence of Course Experience, Satisfaction, and Loyalty on Students' Word-of-Mouth and Re-Enrolment Intentions
Quelle	In: Journal of Marketing for Higher Education, 32 (2022) 2, S.259-277 (19 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Woyo, Erisher)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0884-1241
DOI	10.1080/08841241.2020.1852469
Schlagwörter	Marketing; Course Evaluation; Course Selection (Students); Foreign Countries; Reputation; Graduate Study; Educational Resources; Student Attitudes; Undergraduate Students; Correlation; Academic Persistence; Intention; Educational Experience; Student Recruitment; Zimbabwe + Suchen Sie Ihr Suchwort? Course selection; Student; Students; Kurswahl; Ausland; Aufbaustudium; Graduiertenstudium; Hauptstudium; Bildungsmittel; Schülerverhalten; Korrelation; Bildungserfahrung; Simbabwe
Abstract	Universities, particularly cash-strapped, expect their students to re-enrol for postgraduate studies after the successful completion of their undergraduate studies. For two decades, Zimbabwean universities have been operating in resource-constrained settings. The current research examines the effect of course experience, satisfaction, and loyalty on word-of-mouth and re-enrolment intentions of students in the higher education context. Data were collected through a survey questionnaire from a conveniently selected sample of 299 final year bachelor students at five reputable Zimbabwean universities. Partial Least Squares Structural Equation Modelling was employed for data analysis. The results were all supported by the hypothesised interrelationships of latent variables. In predicting the sending of word-of-mouth communication and re-enrolment intentions for postgraduate studies, course experiences, satisfaction and loyalty were considered significant. The results of this study are crucial in the development of strategies designed to attract and retain students for postgraduate studies. The pathway to student re-enrolment intentions through satisfaction, course experiences, loyalty and word-of-mouth communication, stands out as this study's contribution. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01