Determinantes das comunicações word-of-mouth dos alunos das escolas profissionais em Portugal

Autores

  • Teresa Margarida Oliveira Rodrigues Escola Superior de Tecnologia e Gestão, Instituto Politécnico de Leiria
  • Alcina Teresa Gaspar Ferreira Centro de Investigação em Gestão para a Sustentabilidade, Escola Superior de Tecnologia e Gestão, Instituto Politécnico de Leiria

DOI:

https://doi.org/10.4000/cp.573

Palavras-chave:

word-of-mouth positivo, word-of-mouth negativo

Resumo

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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Publicado

2021-12-20

Como Citar

Determinantes das comunicações word-of-mouth dos alunos das escolas profissionais em Portugal. (2021). Comunicação Pública, 8(14). https://doi.org/10.4000/cp.573