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Understanding the relationship of relational satisfaction, students-university identification and positive word of mouth intentions among students of Tun Abdul Razak University

Ahmad, Siti Nor Bayaah and Shaikh Awadz, Azlina and Che Musa, Normaziah and Juhdi, Nurita (2012) Understanding the relationship of relational satisfaction, students-university identification and positive word of mouth intentions among students of Tun Abdul Razak University. Journal of Modern Marketing Research, 1 (1). pp. 27-41. ISSN 2231-9131

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Abstract

In this study we examine the influence of student-university identification (SUI) on students‟ learning outside the class (LOtC) and students‟ relationship with lecturers, support staff and peers. It also aimed to determine whether student‟s positive word of mouth intention is influence by LOtC and students‟ relationship with lecturers, support staff and peers. Three hundred and seventy eight students of a local private university participated. The results indicated that LOtC, Students-Lecturer, Students-Staff, and Students-student were influenced mainly by SUI. The findings of this study suggest that, to encourage the students‟ PWOMI, the management of the University need to obtain a favorable reputation held by students and cultivate a satisfactory relationship with the students through more hands-on experience and students‟ involvement in strengthening the name of the University into public eyes, while fostering SUI.

Item Type: Article (Journal)
Additional Information: 6665/22558
Uncontrolled Keywords: Word-of-mouth, Student-University Identification, Learning outside classroom, Relational Satisfaction
Subjects: L Education > LB Theory and practice of education > LB2300 Higher Education
Kulliyyahs/Centres/Divisions/Institutes: Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User: Dr. Nurita Juhdi
Date Deposited: 18 Jun 2012 09:37
Last Modified: 18 Jun 2012 09:37
URI: http://irep.iium.edu.my/id/eprint/22558

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