On the evaluation of teaching and learning in higher education: a multicultural inquiry

Abstract

The aim of the study was to develop a model of positive word‐of‐mouth (WoM) intentions in a higher education context. WoM was found to be directly influenced by satisfaction levels and indirectly by antecedents of satisfaction, namely positive and negative emotions and perceptions of performance. The model provided a good fit to the data and explained 58% of the variance in WoM intentions. When the model was tested on samples of domestic and international students, significant differences were noted in that the model explained only 21% of the variance in WoM for international compared to 68% for domestic. Moreover, emotions for the international sample did not significantly influence satisfaction or WoM intentions.

Keywords:

• emotions
• satisfaction
• word of mouth intentions
• culture
• marketing