Influence of online reviews on student satisfaction seen through a service quality model

Abstract

University or college is a challenging reality leading to a sometimes elusive career path. By consulting social media and review websites, students have more alternatives to consider in their choice determination. This study develops a multifaceted model to recognize the influence of service quality and e-word of mouth on customer satisfaction and the impact of customer satisfaction on word of mouth. Data gathered from a sample of 150 university students are analyzed by SPSS and PLS-SEM. The findings indicate that service quality dimensions and e-WOM have positive impacts on customer satisfaction. Furthermore, this study reinforces that customer satisfaction has a positive influence on customers’ WOM intentions. This research recommends that university management should consider the importance of service quality factors and social media channels to meet and exceed students’ expectations in order to bolster the quality of services and boost customer satisfaction.