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
Tags
service quality
parent satisfaction
brand trust
word-of-mouth
international schools
Generation X
referrals
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