Determinantes das comunicações word-of-mouth dos alunos das escolas profissionais em Portugal
DOI:
https://doi.org/10.4000/cp.573Palavras-chave:
word-of-mouth positivo, word-of-mouth negativoResumo
Este estudo analisa o impacto da satisfação, da lealdade, da qualidade percebida, da confiança, do compromisso, do valor percebido, das emoções, da imagem corporativa e do ano frequentado na criação de comunicação word-of-mouth (WOM) positiva e negativa no contexto dos serviços de educação. O modelo de investigação foi testado numa amostra de 2787 alunos das escolas profissionais portuguesas, tendo-se concluído que as variáveis que determinam as valências positiva e negativa do WOM não são necessariamente as mesmas. Os resultados obtidos, alguns deles inesperados, são discutidos quanto às suas implicações na gestão da comunicação WOM positiva e negativa dos estabelecimentos de ensino.
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