IDEAS home Printed from https://ideas.repec.org/a/cub/journm/v13y2018i4p29-35.html
   My bibliography  Save this article

Gender and Generation Differences in University Students’ Word-of-Mouth Willingness

Author

Listed:
  • Zoltán Rózsa

    (School of Economics and Management in Public Administration in Bratislava, Bratislava, Slovak Republic)

Abstract

Student loyalty in the higher education sector helps college administrators to establish long-term relationships with both current and former students. Study have chosen to examine one of the components of loyalty, namely the willingness of students to spread positive information about the university. The study aimed to empirically examine the willingness of positive word of mouth communication by gender, and generation. The study utilised a quantitative design. The survey was conducted in a private university with a population of about 2,100 students. The data were collected using convenience sampling during the winter semester of the academic year 2018/2019 in two groups of bachelor level full-time students. There were 114 usable responses. Research has found that university’s students are mostly willing to spread positive information about their alma mater. The statistically significant differences in the willingness of positive word of mouth communication by gender were confirmed (p

Suggested Citation

  • Zoltán Rózsa, 2018. "Gender and Generation Differences in University Students’ Word-of-Mouth Willingness," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 13(4), pages 29-35.
    • Handle: RePEc:cub:journm:v:13:y:2018:i:4:p:29-35
    as

    Download full text from publisher

    File URL: https://msijournal.com/differences-in-students-word-of-mouth-willingness/
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    higher education institution; loyalty; word of mouth; gender; generation;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • I23 - Health, Education, and Welfare - - Education - - - Higher Education; Research Institutions

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cub:journm:v:13:y:2018:i:4:p:29-35. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Frantisek Olsavsky (email available below). General contact details of provider: https://edirc.repec.org/data/fmkomsk.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.