Determinants of word-of-mouth communications by students of vocational schools in Portugal
DOI:
https://doi.org/10.4000/cp.573Keywords:
positive word-of-mouth, negative word-of-mouthAbstract
This study analyses the impact of satisfaction, loyalty, perceived quality, trust, commitment, perceived value, emotions, corporate image and attended school year on the creation of positive and negative word-of-mouth (WOM) in the context of educational services. The research model was tested using data from a sample of 2787 portuguese vocational schools students, and the findings suggest that the determinants of the positive or negative WOM valence are not necessarily the same. The obtained results, some of them unexpected, are discussed according to their implications for the negative or positive WOM communication management of schools.
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