Education

Satisfaction as a key antecedent for word of mouth and an essential mediator for service quality and brand trust in international education

H. Stribbell and S. Duangekanong

Discover how parent satisfaction serves as the key driver for parents recommending their children's international school, according to a study conducted by Howard Stribbell and Somsit Duangekanong. This research reveals the intricate connections between service quality, brand trust, and positive word-of-mouth marketing.

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Abstract

This study investigates the impact of service quality, parental satisfaction, and brand trust on the likelihood of parents recommending their child's international school. Using a survey of 458 Generation X parents at The International School of Macao, the study finds that parent satisfaction is the most significant predictor of word-of-mouth referrals. Furthermore, satisfaction fully mediates the relationship between service quality and word of mouth, and between brand trust and word of mouth. The findings highlight the critical role of parent satisfaction in cultivating positive word-of-mouth marketing for international schools.

Publisher

HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS

Published On

Dec 07, 2022

Authors

Howard Stribbell, Somsit Duangekanong

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