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Service Quality in the Distribution of Consumer Attitudes, Word of Mouth, and Private University Selection Decisions

PURWANTORO|Nurul Zarirah NIZAM
한국유통과학회 (Korea Distribution Science Association)|2023.10|유통과학연구 (Journal of Distribution Science)|제21권 제10호|pp. 51-61

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키워드

Service qualityDistributionConsumer attitudesWOMDistribution functional quality

초록

Purpose: Research focuses on private universities' professional education in a competitive educational environment. Due to increased competition in the higher education industry, private universities are under pressure to improve their marketing strategies and better understand their prospective students. This study intends to investigate how information sources are used and modified by Indonesian university students when making decisions. Research design, data and methodology: This research is a case study in Riau province, which includes active university students registered in the government database. Data was collected using a questionnaire distributed via Google Forms to students at a private university, and 164 students completed the questionnaire. Results: The results show that the influence of technical quality, functional quality, and image cannot affect word of mouth, and technical quality cannot affect consumer attitudes. The results show that the distribution of high service quality and high image will encourage people to share their experiences by word of mouth to build evaluation attachment in college selection. and found that a good campus image has no direct impact on word of mouth. The spread of an excellent campus image only attracts students to evaluate it. The more talk about the distribution of service quality, the higher the decision to choose the service.

Abstract

Purpose: Research focuses on private universities' professional education in a competitive educational environment. Due to increased competition in the higher education industry, private universities are under pressure to improve their marketing strategies and better understand their prospective students. This study intends to investigate how information sources are used and modified by Indonesian university students when making decisions. Research design, data and methodology: This research is a case study in Riau province, which includes active university students registered in the government database. Data was collected using a questionnaire distributed via Google Forms to students at a private university, and 164 students completed the questionnaire. Results: The results show that the influence of technical quality, functional quality, and image cannot affect word of mouth, and technical quality cannot affect consumer attitudes. The results show that the distribution of high service quality and high image will encourage people to share their experiences by word of mouth to build evaluation attachment in college selection. and found that a good campus image has no direct impact on word of mouth. The spread of an excellent campus image only attracts students to evaluate it. The more talk about the distribution of service quality, the higher the decision to choose the service.

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Service Quality in Distribution Through Academics, Administration, and Facilities, Affects Brand PerformanceDHARASTA You She Melly Anne, FAKHRUDIN Arif, YUDIANTO Kifni한국유통과학회 · 유통과학연구2023 · 제21권 제1호The Relationship between Information Distribution and Intention to Choose a UniversityNGUYEN Dat Ngoc, NGUYEN Duyen Thi Kim, NGUYEN Lanh Van한국유통과학회 · 유통과학연구2022 · 제20권 제7호The Influence of University Visual Image on Student Behavior김성, 최유화사단법인 한국브랜드디자인학회 · 브랜드디자인학연구2020 · 제18권 제4호The Distribution of Information Sources within the University Selection Decision-Making Process: A Longitudinal StudyLE Tri D., NGUYEN Phuong N.D., NGUYEN Tan T., NGUYEN Thi Quynh Trang한국유통과학회 · 유통과학연구2022 · 제20권 제11호Linking Service Perception to Intention to Return and Word-of-Mouth about a Restaurant Chain: Empirical EvidenceGARA Edwen Huang, GARA Edwin Huang, RAHMAN Fathony, WIBOWO Alexander Joseph Ibnu한국유통과학회 · 유통과학연구2023 · 제21권 제1호학생 만족을 위한 지역 사립대학의 교육 서비스품질 연구권도희한국품질경영학회 · 품질경영학회지2024 · 제52권 제3호

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