Factors influencing electronic word of mouth behavior in higher education institutions

Abstract

The purpose of this study is to examine the impacts of the HEdPERF model on positive electronic word of mouth (eWOM) through mediating variables of student commitment, satisfaction, and university brand identification in HEIs. Data were gathered using a survey questionnaire via Google Forms involving a sample of 501 currently enrolled students in HEI. SEM was used to test the proposed relationships. This study shows that most of the service quality dimensions in HEdPERF model have a significant impact on student commitment, satisfaction, and university identification. In contrast, this study did not show any significant positive effect of program issues on both university identification and student commitment. The present research contributes to the concept of relationship marketing theory, suggesting that increased positive eWOM to HEI can be enhanced by improving HEdPERF dimensions, which will lead to enhanced commitment, satisfaction, and university identification and ultimately positive eWOM.