TY  - CONF
ID  - library_repository1185
UR  - https://library.oum.edu.my/repository/1185/
A1  - Norlia Goolamally, 
A1  - Mazuin Omar, 
A1  - Azleen Ismail, 
Y1  - 2019///
N2  - The purpose of this research is to examine the impact of the predictors ? quality of
service, students perceived satisfaction, and university image on word of mouth
(WOM) intention in an open distance learning (ODL) institution. Understanding the
expectation of customers is an important component in the marketing kit. Competitive
market among educational institution lead educational institutions to think of ways to
improve the marketing strategy. The paper also investigates the mediating effect of
university image and student perceived satisfaction on WOM intentions of students on
the institution. Online survey questionnaires were distributed to 1012 students who are
studying at an ODL institution. The sample is selected from the various learning centres
and selection is based on the number of semesters these students have been studying at
the institution. For the purpose of the research the sample are those who have completed
six semesters of study at the institution. The items in the questionnaire were developed
using existing constructs. The findings showed that student perceived satisfaction;
quality services and university image have a positive and significant impact on word
of mouth intention at p  0.05. This study establishes the fact that the quality of services
provided, the image of the university and how students feel about the services are
predictors of word of mouth intention of students about the university. (Abstract by authors)

KW  - Word of Mouth (WOM)
KW  -  University Image
KW  -  Student?s Perceived
Satisfaction
KW  -  Quality Service
TI  - Modelling the underpinning factors of word of mouth (WOM) intentions of students in an ODL institution
AV  - restricted
M2  - Kuala Lumpur
T2  - International Conference on Education (ICE 2019)
ER  -