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Do satisfied students generate positive word-of-mouth? Moderating roles of perceived education quality and university brand knowledge

Author

Listed:
  • Chin-Lon Lin

    (Hungkuang University)

  • Wen-Long Zhuang

    (Hungkuang University)

  • Hsiu-Chen Huang

    (Hungkuang University)

  • Ming-Tsung Lee

    (Hungkuang University)

  • Sung-Hui Wu

    (National Chi Nan University)

Abstract

This paper investigates the role of university life satisfaction on students’ positive word-of-mouth and the moderating influence of perceived education quality and university brand knowledge. Participants included first-year students from a central Taiwan university enrolled for at least 6 months. Using purposive sampling, 816 valid responses were collected via an online survey, achieving a 30.93% response rate. Findings reveal that higher life satisfaction enhances positive word-of-mouth, education quality strengthens this effect, and brand knowledge weakens it. Finally, the study offers practical implications and suggestions for future research based on its findings.

Suggested Citation

  • Chin-Lon Lin & Wen-Long Zhuang & Hsiu-Chen Huang & Ming-Tsung Lee & Sung-Hui Wu, 2025. "Do satisfied students generate positive word-of-mouth? Moderating roles of perceived education quality and university brand knowledge," Palgrave Communications, Palgrave Macmillan, vol. 12(1), pages 1-10, December.
    • Handle: RePEc:pal:palcom:v:12:y:2025:i:1:d:10.1057_s41599-025-05840-6
    DOI: 10.1057/s41599-025-05840-6
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