Effects of servqual on postgraduate students' satisfaction and their word-of-mouth.

Abstract

This study “Effects of SERVQUAL on postgraduate students’ satisfaction and their word-of-mouth” were studied with the main objective to understanding the factors that influence students’ satisfaction and their WOM communication. The questionnaire was used, and the respondents were chosen by convenience sampling methodology. The online survey was conducted from December 2019 until March 2020 among 389 Thais’ nationality students who experienced at least postgraduate studies. SPSS was used to analyze the data obtained from the questionnaires. The results suggest that only two SERVQUAL dimensions which are “responsiveness” and “empathy” and the variable “reputation” have positive impacts on students’ satisfaction. As well as, students’ satisfaction provides a strong impact on WOM sender. Lastly, gender has no significant difference for the perception of SERVQUAL dimensions between male and female. The study will support the education management to formulate strategies or tactics to appeal to target students in an era of low enrolment.