Potential Relationship between Students’ Satisfaction on University Attributes and Positive or Negative Word-of-Mouth (WOM) and Its Correlation with Their Recommendations

Imelda Junita, Fanny Kristine, Sherlywati, Rizki Muhammad Sidik

2021

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.

Paper Citation

in Harvard Style

Junita I., Kristine F., Sherlywati. and Sidik R. (2021). Potential Relationship between Students’ Satisfaction on University Attributes and Positive or Negative Word-of-Mouth (WOM) and Its Correlation with Their Recommendations. In Proceedings of the 1st International Conference on Emerging Issues in Humanity Studies and Social Sciences - Volume 1: ICE-HUMS, ISBN 978-989-758-604-0, pages 160-166. DOI: 10.5220/0010749000003112

in Bibtex Style

@conference{ice-hums21,
author={Imelda Junita and Fanny Kristine and Sherlywati and Rizki Muhammad Sidik},
title={Potential Relationship between Students’ Satisfaction on University Attributes and Positive or Negative Word-of-Mouth (WOM) and Its Correlation with Their Recommendations},
booktitle={Proceedings of the 1st International Conference on Emerging Issues in Humanity Studies and Social Sciences - Volume 1: ICE-HUMS,},
year={2021},
pages={160-166},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010749000003112},
isbn={978-989-758-604-0},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st International Conference on Emerging Issues in Humanity Studies and Social Sciences - Volume 1: ICE-HUMS,
TI - Potential Relationship between Students’ Satisfaction on University Attributes and Positive or Negative Word-of-Mouth (WOM) and Its Correlation with Their Recommendations
SN - 978-989-758-604-0
AU - Junita I.
AU - Kristine F.
AU - Sherlywati.
AU - Sidik R.
PY - 2021
SP - 160
EP - 166
DO - 10.5220/0010749000003112