Junita, Imelda and Kristine, Fanny and Sherlywati, Sherlywati and Sidik, Rizki Muhammad (2021) Potential Relationship between Students’ Satisfaction on University Attributes and Positive or Negative Word-of-Mouth (WOM) and Its Correlation with Their Recommendations. In: 1st International Conference on Emerging Issues in Humanity Studies and Social Sciences, 1-2 July 2021, Bandung.
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Abstract
Prospective students willing to further their education are expected to gather adequate information, compare and evaluate the benefits and disadvantages of various universities in a competitive academic atmosphere. One of the numerous ways of gathering information is through Word-of-Mouth (WOM) from family members, relatives and friends. Positive or negative WOM is generally formed from university students' experiences. The purpose of this study is to investigate specific attributes likely to enhance students’ satisfaction regarding a university through Word-of-Mouth (WOM). This is a quantitative and qualitative research with data obtained from 57 students of a private university in Bandung, Indonesia, from a questionnaire and Focus Group Discussion (FGD). The results showed that students were most satisfied with the campus facilities and least satisfied with financial policy. Meanwhile, the results of correlation analysis indicated that 14 attributes had positive correlation significantly, 7 attributes had negative correlation significantly, and another 7 were not related. Furthermore, FGD was used to extract information on students' perceptions, opinions, attitudes towards the experiences gained at the university. The results showed a significant positive correlation between positive WOM and recommendations by students to others, with no negative WOM. Based on the study, implications for the university are discussed, and suggestion for future research is provided.
| Item Type: | Conference or Workshop Item (Paper) | ||||||||||||||||||||
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| Uncontrolled Keywords: | Attributes of Students’ Satisfaction, Positive and Negative Word-of-Mouth, Students’ Perception, Recommendation | ||||||||||||||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||||||||||||||
| Depositing User: | Perpustakaan Maranatha | ||||||||||||||||||||
| Date Deposited: | 05 Apr 2025 04:27 | ||||||||||||||||||||
| Last Modified: | 05 Apr 2025 04:27 | ||||||||||||||||||||
| URI: | http://repository.maranatha.edu/id/eprint/33693 |
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