Template-Type: ReDIF-Article 1.0
Author-Name: Zoltán Rózsa
Author-Name-First: Zoltán
Author-Name-Last: Rózsa
Author-Email: 
Author-Workplace-Name: School of Economics and Management in Public Administration in Bratislava, Bratislava, Slovak Republic
Title: Gender and Generation Differences in University Students’ Word-of-Mouth Willingness
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<.0001). We failed to reject the hypothesis about differences in gender (p=0.1708). Thus, university programs loyalty should adapt their approach, to incorporate at least gender differences.
Classification-JEL: M31, I23
Keywords: higher education institution, loyalty, word of mouth, gender, generation
Journal: Marketing Science & Inspirations
Pages: 29-35
Volume: 13
Issue: 4
Year: 2018
File-URL: https://msijournal.com/differences-in-students-word-of-mouth-willingness/
Handle: RePEc:cub:journm:v:13:y:2018:i:4:p:29-35