The Influence of Perceived University Service Quality on Word-Of-Mouth Activities—Psychological Contract Cognition as the Meditaor

• Main Authors: Jyun-Ling Jian, 簡均玲
• Other Authors: Shi-Jay Chen
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/01491406198488697110

碩士 === 國立聯合大學 === 資訊管理學系碩士班 === 101 === In recent years, the university faced some problem and how to attract excellent student and sustainable development. It can help schools solve the problem by improving the University service quality. Therefore, university service quality is implicitly different from business service quality. Business service quality is a customer-oriented approach strategy to master the customer demand for quality. University is not to be customer-oriented approach strategy, Students will be confused with required service and favorite service. Therefore, the discussions in the University Service quality that not only considers the view of business service quality but also the characteristics of the university. That is why this study will provide administrative and university education resources called university education service quality. Previous scholars have identified that as long as there is service quality will generate word of mouth. In this study we suggest that a good word of mouth is able to attract excellent students. The psychological contract is composed of the school's cognitive of every stage, educational environment, different interpersonal information propagation through the past experience are constantly thinking. We subsequently examined (a) The relationships between university service quality and word of mouth; (b) The relationships between university service quality and psychological contracts; (c) The relationships between psychological contracts and word of mouth; (d) The relationships between university service quality and word of mouth based on psychological contract. We employed a questionnaire survey to obtain data from 23 universities in 629 students, including sophomore, postgraduate, doctoral student and graduate within 2 years. We employed exploratory factor analysis (EFA) and structural equation modeling (SEM) to analyze and verify the data. The results show that university service quality has six dimensions: (a) campus environment and reputation; (b) teaching quality and student services; (c) location; (d) teaching equipment and classroom facilities; (e) learning ambience; (f) cultivation of ability. Firstly, the university service quality has a positive influence on word of mouth. Secondly, the university service quality has a positive influence on psychological contracts. Thirdly, the psychological contract has a positive influence on word of mouth. Finally, psychological contracts mediate the effect between university service quality and word of mouth. The six dimensions of university service quality that can help schools to review and improve service quality, which in turn has a good word of mouth to recruit more high-quality students to achieve continuous development.