Publication: The Influence Of Online Service Quality On The Word-Of-Mouth In Sichuan’S Chinese Private Higher Education Institutions
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Date
2025-03
Authors
Li, Lijun
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Abstract
Chinese higher education (che) is significantly influenced by chinese private higher education institutions (cpheis). In comparison with chinese public higher education institutions (heis), numerous problems are identified in cpheis. According to prior studies, the problems encompass, although not restricted to, poor online service quality, student dissatisfaction, and non-excellence word-of-mouth (wom) in cpheis. The cpheis-servpref model, which is a modified servpref model, is founded upon the information system success model and expectancy disconfirmation theory in this study. This study aims to assess the influencing factors of wom in sichuan’s cpheis. A cross-sectional study employing a survey approach is utilised for evaluating this study. A total of 234 respondents from 5 universities (sichuan university jinjiang college, geely university of china, tianfu college of swufe, mianyang city college, and gingko college of hospitality management) participated in this survey. The dataset utilised in this study comprised 200 qualified questionnaires, which were subsequently analysed using partial least squares-structural equation modelling (pls-sem).
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Higher education — China