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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/70650


    Title: Conceptualising Consumers’ Word-of-mouth Behaviour Intention: Evidence from a University Education Services in Malaysia
    Authors: 鄭至甫
    Jyh‐Fu Jeng
    Contributors: 科管智財所
    Keywords: Conceptualising consumers' word-of-mouth behaviour intention;evidence from a university education services in Malaysia
    Date: 2013.07
    Issue Date: 2014-10-17 15:41:08 (UTC+8)
    Abstract: The aim of this study is to propose a theoretical model to examine consumer word-of-mouth (WOM) behavioural intention in Malaysian education services. The results from a survey of 247 respondents indicate that servicescape, service recovery, service quality and satisfaction significantly affect consumers’ intention to engage in WOM behaviour. The results support majority of the hypothesized relationships, suggesting that servicescape and service recovery function as antecedents, directly affecting consumer perceptions of education service quality. The analytical results also demonstrate that perceived service quality positively affects satisfaction, which subsequently induces consumers’ behavioural intentions. Consistent with previous empirical studies, our findings suggest that satisfaction is a super-ordinate construct with a positive relation to behavioural intention, and significantly mediates the effect of service quality on the intention to engage in WOM behaviour. The insignificant direct effect from service quality to WOM further suggests the role of satisfaction as a complete mediator in the university education service setting. Implications for future research are discussed and limitations noted.
    Relation: Service Business, 7(1), 17-35
    Data Type: article
    DOI 連結: http://dx.doi.org/10.1007/s11628-012-0142-1
    DOI: 10.1007/s11628-012-0142-1
    Appears in Collections:[科技管理與智慧財產研究所] 期刊論文

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