Influence of Front-Desk Staff Service Quality on Students’ Affective Commitment, Trust, and Word-of-Mouth in Higher Education
Main Article Content
Abstract
Private universities are growing in the present era. The enrollment ratio is also getting high, and universities are putting efforts to attract more students. Hence, it is essential to provide students with the best quality services as it spreads positive word-of-mouth. Therefore, the present article is designed to study the impact of front-desk staff service quality on word-of-mouth through the mediating effect of students’ affective commitment and students’ trust. An online questionnaire survey was conducted in Karachi, Pakistan. This study used the partial least square method to run structural equation modeling analysis. The findings revealed that all paths show a positive and significant relationship except front-desk staff service quality and word-of-mouth. Moreover, students’ affective commitment and trust mediate the relationship between front-desk staff service quality and word-of-mouth. Results also illustrate that gender exerts a significant moderating role on front-desk staff service quality, students’ affective commitment, and word-of-mouth. The study provides practical implications for policymakers, private university management, and educational institutions. Firstly, it is crucial to provide effective communication training to the front-desk staff to learn the basic etiquette of greetings and humbleness. Secondly, there must be experienced personnel who can assist students promptly.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Abdullah, Z., & Musa, R. (2014). The effect of trust and information sharing on relationship commitment in supply chain management. Procedia-Social and Behavioral Sciences, 130, 266–272. https://doi.org/10.1016/j.sbspro.2014.04.031
Ahmed, W., Soroya, M. S., & Malik, G. F. (2015). Service quality of library front desk staff in medical colleges of Lahore. Library Management, 36, 12–22. https://doi.org/10.1108/LM-05-2014-0056
Ahmed, R. R., Vveinhardt, J., Štreimikien?, D., Ashraf, M., & Channar, Z. A. (2017). Modified SERVQUAL model and effects of customer attitude and technology on customer satisfaction in banking industry: mediation, moderation and conditional process analysis. Journal of Business Economics and Management, 18(5), 974–1004. https://doi.org/10.3846/16111699.2017.1368034
Akbar, M. M., & Parvez, N. (2009). Impact of service quality, trust, and customer satisfaction on customers loyalty. ABAC Journal, 29(1), 24–38.
Ali, M., & Raza, S. A. (2017). Service quality perception and customer satisfaction in Islamic banks of Pakistan: The modified SERVQUAL model. Total Quality Management & Business Excellence, 28(5–6), 559–577. https://doi.org/10.1080/14783363.2015.1100517
Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125–143. https://doi.org/10.1287/mksc.12.2.125
Bahadur, W., Aziz, S., & Zulfiqar, S. (2018). Effect of employee empathy on customer satisfaction and loyalty during employee–customer interactions: The mediating role of customer affective commitment and perceived service quality. Cogent Business & Management, 5(1), 1491780. https://doi.org/10.1080/23311975.2018.1491780
Bailey, L. E., & Graves, K. (2016). Gender and education. Review of Research in Education, 40(1), 682–722. https://doi.org/10.3102/0091732X16680193
Bloemer, J., & Odekerken-Schröder, G. (2003). Antecedents and consequences of affective commitment. Australasian Marketing Journal (AMJ), 11(3), 33–43. https://doi.org/10.1016/S1441-3582(03)70133-5
Blouin, D. (2019). Quality improvement in medical schools: Vision meets culture. Medical Education, 53(11), 1100–1110. https://doi.org/10.1111/medu.13926
Boonlertvanich, K. (2019). Service quality, satisfaction, trust, and loyalty: The moderating role of main-bank and wealth status. International Journal of Bank Marketing, 37(1), 278–302. https://doi.org/10.1108/IJBM-02-2018-0021
Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: From expectations to behavioral intentions. Journal of Marketing Research, 30(1), 7–27. https://doi.org/10.1177/002224379303000102
Bowden, J. L. (2011). Engaging the Student as a Customer: A Relationship Marketing Approach. Marketing Education Review, 21(3), 211–228. https://doi.org/10.2753/MER1052-8008210302
Bunce, L., Baird, A., & Jones, S. E. (2017). The student-as-consumer approach in higher education and its effects on academic performance. Studies in Higher Education, 42(11), 1958–1978. https://doi.org/10.1080/03075079.2015.1127908
Chandra, T., Hafni, L., Chandra, S., Purwati, A.A. and Chandra, J. (2019). The influence of service quality, university image on student satisfaction and student loyalty. Benchmarking: An International Journal, 26(5), 1533–1549. https://doi.org/10.1108/BIJ-07-2018-0212
Chaniotakis, I. E., & Lymperopoulos, C. (2009). Service quality effect on satisfaction and word of mouth in the health care industry. Managing Service Quality: An International Journal, 19(2), 229–242. https://doi.org/10.1108/09604520910943206
Choudhury, K. (2014), Service quality and word of mouth: A study of the banking sector. International Journal of Bank Marketing, 32(7), 612–627. https://doi.org/10.1108/IJBM-12-2012-0122
Chenet, P., Dagger, T. S., & O’Sullivan, D. (2010). Service quality, trust, commitment and service differentiation in business relationships. Journal of Services Marketing, 24(5), 336–346. https://doi.org/10.1108/08876041011060440
Chen, Y. C. (2017). The relationships between the brand association, trust, commitment, and satisfaction of higher education institutions. International Journal of Educational Management, 31(7), 973–985. https://doi.org/10.1108/IJEM-10-2016-0212
Chen, Z., & Yuan, M. (2020). Psychology of word of mouth marketing. Current Opinion in Psychology, 31, 7–10. https://doi.org/10.1016/j.copsyc.2019.06.026
Cho, J. E., & Hu, H. (2009). The effect of service quality on trust and commitment varying across generations. International Journal of Consumer Studies, 33(4), 468–476. https://doi.org/10.1111/j.1470-6431.2009.00777.x
Churchill Jr. G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64–73. https://doi.org/10.1177/002224377901600110
Cownie, F. (2019a). What drives students’ affective commitment towards their university? Journal of Further and Higher Education, 43(5), 674–691. https://doi.org/10.1080/0309877X.2017.1394988
Cownie, F. (2019b). How commitment influences students’ conversations about higher education. Journal of Further and Higher Education, 44(10), 1401–1418. https://doi.org/10.1080/0309877X.2019.1690641
Cui, Y., Mou, J., Cohen, J., Liu, Y., & Kurcz, K. (2020). Understanding consumer intentions toward cross-border m-commerce usage: A psychological distance and commitment-trust perspective. Electronic Commerce Research and Applications, 39, 100920. https://doi.org/10.1016/j.elerap.2019.100920
Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. https://doi.org/10.1177/0092070394222001
Dicker, R., Garcia, M., Kelly, A., & Mulrooney, H. (2019). What does ‘quality’ in higher education mean? Perceptions of staff, students and employers. Studies in Higher Education, 44(8), 1425–1441. https://doi.org/10.1080/03075079.2018.1445987
Easton, G. S., & Jarrell, S. L. (1998). The effects of total quality management on corporate performance: An empirical investigation. The Journal of Business, 71(2), 253– 307. https://doi.org/10.1086/209744
El Alfy, S., & Abukari, A. (2020). Revisiting perceived service quality in higher education: Uncovering service quality dimensions for postgraduate students. Journal of Marketing for Higher Education, 30(1), 1–25. https://doi.org/10.1080/08841241.2019.1648360
Engizek, N., & Yasin, B. (2017). How CSR and overall service quality lead to affective commitment: mediating role of company reputation. Social Responsibility Journal, 13(1), 111–125. https://doi.org/10.1108/SRJ-09-2015-0135
Fauzi, A. A., & Suryani, T. (2019). Measuring the effects of service quality by using CARTER model towards customer satisfaction, trust and loyalty in Indonesian Islamic banking. Journal of Islamic Marketing, 10(1), 269–289. https://doi.org/10.1108/JIMA-04-2017-0048
Fazal-e-Hasan, S. M., Lings, I. N., Mortimer, G., & Neale, L. (2017). How gratitude influences customer word-of-mouth intentions and involvement: The mediating role of affective commitment. Journal of Marketing Theory and Practice, 25(2), 200–211. https://doi.org/10.1080/10696679.2016.1270769
Filieri, R., Alguezaui, S., & McLeay, F. (2015). Why do travelers trust TripAdvisor? Antecedents of trust towards consumer-generated media and its influence on recommendation adoption and word of mouth. Tourism Management, 51, 174– 185. https://doi.org/10.1016/j.tourman.2015.05.007
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
Gefen, D., & Straub, D. (2005). A practical guide to factorial validity using PLS-Graph: Tutorial and annotated example. Communications of the Association for Information Systems, 16(1), 91–109. https://doi.org/10.17705/1CAIS.01605
Gold, A. H., Malhotra, A., & Segars, A. H. (2001). Knowledge management: An organizational capabilities perspective. Journal of management information systems, 18(1), 185–214. https://doi.org/10.1080/07421222.2001.11045669
Greenacre, L., Freeman, L., Cong, K., & Chapman, T. (2014). Understanding and predicting student Word of Mouth. International Journal of Educational Research, 64, 40– 48. https://doi.org/10.1016/j.ijer.2013.10.006
Hampton, G. M. (1993). Gap analysis of college student satisfaction as a measure of professional service quality. Journal of Professional Services Marketing, 9(1), 115–128. https://doi.org/10.1300/J090v09n01_10
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Harrison-Walker, L. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), 60–75. https://doi.org/10.1177/109467050141006
Harrison, R., Meyer, L., Rawstorne, P., Razee, H., Chitkara, U., Mears, S., & Balasooriya, C. (2020). Evaluating and enhancing quality in higher education teaching practice: A meta-review. Studies in Higher Education, 1–17. https://doi.org/10.1080/03075079.2020.1730315
Hashim, K. F., & Tan, F. B. (2015). The mediating role of trust and commitment on members’ continuous knowledge sharing intention: A commitment-trust theory perspective. International Journal of Information Management, 35(2), 145–151. https://doi.org/10.1016/j.ijinfomgt.2014.11.001
Hassan, M. U., Malik, A. A., Imran, M., Hasnain, A., & Abbas, J. (2013). Relationships among customers perceived service quality, satisfaction and loyalty in the retail banking sector of Pakistan. World Applied Sciences Journal, 24(8), 1020–1030.
Heavey, C., Halliday, S. V., Gilbert, D., & Murphy, E. (2011). Enhancing performance: Bringing trust, commitment and motivation together in organizations. Journal of General Management, 36(3), 1–18. https://doi.org/10.1177/030630701103600301
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hejase, A. J., & Hejase, H. J. (2013). Research methods: A practical approach for business students. Masadir Incorporated.
Iglesias, O., Markovic, S., & Rialp, J. (2019). How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research, 96, 343– 354. https://doi.org/10.1016/j.jbusres.2018.05.043
Iqbal, M., Nisha, N., & Raza, S. A. (2019). Customers’ perceptions of green banking: Examining service quality dimensions in Bangladesh. In Green Business: Concepts, Methodologies, Tools, and Applications, 1071–1090. IGI Global. https://doi.org/10.4018/978-1-5225-7915-1.ch053
Islam, J. U., & Rahman, Z. (2016). Linking customer engagement to trust and word-of- mouth on Facebook brand communities: An empirical study. Journal of Internet Commerce, 15(1), 40–58. https://doi.org/10.1080/15332861.2015.1124008
Izogo, E.E. (2017). Customer loyalty in telecom service sector: The role of service quality and customer commitment. The TQM Journal, 29(1), 19–36. https://doi.org/10.1108/TQM-10-2014-0089
Izogo, E. E. (2015). Determinants of attitudinal loyalty in Nigerian telecom service sector: Does commitment play a mediating role? Journal of Retailing and Consumer Services, 23, 107–117. https://doi.org/10.1016/j.jretconser.2014.12.010
Izogo, E. E., & Ogba, I. E. (2015). Service quality, customer satisfaction and loyalty in automobile repair services sector. International Journal of Quality & Reliability Management, 32(3), 250–269. https://doi.org/10.1108/IJQRM-05-2013-0075
Jalilvand, M. R., Salimipour, S., Elyasi, M., & Mohammadi, M. (2017). Factors influencing word of mouth behaviour in the restaurant industry. Marketing Intelligence & Planning, 35(1), 81–110. https://doi.org/10.1108/MIP-02-2016-0024
Janoševi?, M., & Petrovi?, B. (2019). Effects of personality traits and social status on academic achievement: Gender differences. Psychology in the Schools, 56(4), 497–509. https://doi.org/10.1002/pits.22215
Jiewanto, A., Laurens, C., & Nelloh, L. (2012). Influence of service quality, university image, and student satisfaction toward WOM intention: A case study on Universitas Pelita Harapan Surabaya. Procedia-Social and Behavioral Sciences, 40, 16–23. https://doi.org/10.1016/j.sbspro.2012.03.155
Jimenez, T. R., Sánchez, B., McMahon, S. D., & Viola, J. (2016). A vision for the future of community psychology education and training. American Journal of Community Psychology, 58(3–4), 339–347. https://doi.org/10.1002/ajcp.12079
José Liébana-Cabanillas, F., Sánchez-Fernández, J., & Muñoz-Leiva, F. (2014). Role of gender on acceptance of mobile payment. Industrial Management & Data Systems, 114(2), 220–240. https://doi.org/10.1108/IMDS-03-2013-0137
Kakouris, A. P., & Meliou, E. (2011). New public management: Promote the public sector modernization through service quality. Current experiences and future challenges. Public Organization Review, 11(4), 351–369. https://doi.org/10.1007/s11115-010-0134-3
Kalini?, Z., Marinkovi?, V., Djordjevic, A., & Liebana-Cabanillas, F. (2019). What drives customer satisfaction and word of mouth in mobile commerce services? A UTAUT2-based analytical approach. Journal of Enterprise Information Management, 33(1), 71–94. https://doi.org/10.1108/JEIM-05-2019-0136
Kassim, N., & Abdullah, N. A. (2010). The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e?commerce settings: A cross cultural analysis. Asia Pacific Journal of Marketing and Logistics, 22(3), 351– 371. https://doi.org/10.1108/13555851011062269
Khraim, H. S. (2011). The willingness to generate positive word of mouth marketing: The case of students in private universities in Jordan. Pertanika Journal of Social Science and Humanities, 19(2), 273–289.
Kitapci, O., Akdogan, C., & Dortyol, ?. T. (2014). The impact of service quality dimensions on patient satisfaction, repurchase intentions and word-of- mouth communication in the public healthcare industry. Procedia-Social and Behavioral Sciences, 148, 161–169. https://doi.org/10.1016/j.sbspro.2014.07.030
Kordupleski, R. E., Rust, R. T., & Zahorik, A. J. (1993). Why improving quality doesn’t improve quality (or whatever happened to marketing?). California Management Review, 35(3), 82–95. https://doi.org/10.2307/41166745
Kumar, V., & Hundal, B.S. (2019). Evaluating the service quality of solar product companies using SERVQUAL model. International Journal of Energy Sector Management, 13(3), 670–693. https://doi.org/10.1108/IJESM-07-2017-0007
Kurtulmu?o?lu, F. B., Can, G. F., Pakdil, F., & Tolon, M. (2018). Does gender matter? Considering gender of service in the airline industry. Journal of Air Transport Management, 70, 73–82. https://doi.org/10.1016/j.jairtraman.2018.04.011
Landrum, H., Prybutok, V. R., & Zhang, X. (2007). A comparison of Magal’s service quality instrument with SERVPERF. Information & Management, 44(1), 104– 113. https://doi.org/10.1016/j.im.2006.11.002
Lee, J., & Hong, I. B. (2019). Consumer’s electronic word-of-mouth adoption: The trust transfer perspective. International Journal of Electronic Commerce, 23(4), 595– 627. https://doi.org/10.1080/10864415.2019.1655207
Le, T. D., Robinson, L. J., & Dobele, A. R. (2020). Understanding high school students use of choice factors and word-of-mouth information sources in university selection. Studies in Higher Education, 45(4), 808–818. https://doi.org/10.1080/03075079.2018.1564259
Liao, S. H., Chung, Y. C., & Chang, W. J. (2019). Interactivity, engagement, trust, purchase intention and word-of-mouth: A moderated mediation study. International Journal of Services Technology and Management, 25(2), 116–137. https://doi.org/10.1504/IJSTM.2019.098203
Li, C. H., & Chang, C. M. (2016). The influence of trust and perceived playfulness on the relationship commitment of hospitality online social network-moderating effects of gender. International Journal of Contemporary Hospitality Management, 28(5), 924–944. https://doi.org/10.1108/IJCHM-05-2014-0227
Liu, C. H. S., & Lee, T. (2016). Service quality and price perception of service: Influence on word-of-mouth and revisit intention. Journal of Air Transport Management, 52, 42–54. https://doi.org/10.1016/j.jairtraman.2015.12.007
MacMillan, K., Money, K., Money, A., & Downing, S. (2005). Relationship marketing in the not-for-profit sector: An extension and application of the commitment–trust theory. Journal of Business Research, 58(6), 806–818. https://doi.org/10.1016/j.jbusres.2003.08.008
Markovic, S., Iglesias, O., Singh, J. J., & Sierra, V. (2018). How does the perceived ethicality of corporate services brands influence loyalty and positive word-of- mouth? Analyzing the roles of empathy, affective commitment, and perceived quality. Journal of Business Ethics, 148(4), 721–740. https://doi.org/10.1007/s10551-015-2985-6
McRae, K., Ochsner, K. N., Mauss, I. B., Gabrieli, J. J., & Gross, J. J. (2008). Gender differences in emotion regulation: An fMRI study of cognitive reappraisal. Group Processes & Intergroup Relations, 11(2), 143–162. https://doi.org/10.1177/1368430207088035
Melewar, T. C., Foroudi, P., Gupta, S., Kitchen, P. J., & Foroudi, M. M. (2017). Integrating identity, strategy and communications for trust, loyalty and commitment. European Journal of Marketing, 5(3), 572–604. https://doi.org/10.1108/EJM-08-2015-0616
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302
Mouakket, S. (2018). The role of personality traits in motivating users’ continuance intention towards Facebook: Gender differences. The Journal of High Technology Management Research, 29(1), 124–140. https://doi.org/10.1016/j.hitech.2016.10.003
Mukerjee, K. (2018). The impact of brand experience, service quality and perceived value on word of mouth of retail bank customers: Investigating the mediating effect of loyalty. Journal of Financial Services Marketing, 23(1), 12–24. https://doi.org/10.1057/s41264-018-0039-8
Nelofer, H. (2013). Quality of private universities in Pakistan: An analysis of higher education commission rankings. International Journal of Educational Management, 27, 775–786. https://doi.org/10.1108/IJEM-11-2012-0130
Ngoma, M., & Ntale, P. D. (2019). Word of mouth communication: A mediator of relationship marketing and customer loyalty. Cogent Business & Management, 6(1), 1580123. https://doi.org/10.1080/23311975.2019.1580123
Nusair, K. (2007). A model of commitment in B-to-C travel context: A structural equation modeling. PhD dissertation, The Ohio State University.
Palacios-Florencio, B., García del Junco, J., Castellanos-Verdugo, M., & Rosa-Díaz, I. M. (2018). Trust as mediator of corporate social responsibility, image and loyalty in the hotel sector. Journal of Sustainable Tourism, 26(7), 1273–1289. https://doi.org/10.1080/09669582.2018.1447944
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perc. Journal of Retailing, 64(1), 12.
Phelps, S. F., & Campbell, N. (2012). Commitment and trust in librarian–faculty relationships: A systematic review of the literature. The Journal of Academic Librarianship, 38(1), 13–19. https://doi.org/10.1016/j.acalib.2011.11.003
Qazi, W., Qureshi, J. A., Raza, S. A., Khan, K. A., & Qureshi, M. A. (2020a). Impact of personality traits and university green entrepreneurial support on students’ green entrepreneurial intentions: The moderating role of environmental values. Journal of Applied Research in Higher Education, 13(4), 1154–1180. https://doi.org/10.1108/JARHE-05-2020-0130
Qazi, W., Raza, S. A., & Khan, K. A. (2020b). The contradiction between self-protection and self-presentation on knowledge sharing behaviour: Evidence from higher education students in Pakistan. International Journal of Knowledge and Learning, 13(3), 246–271. https://doi.org/10.1504/IJKL.2020.109910
Qiu, S., Alizadeh, A., Dooley, L. M., & Zhang, R. (2019). The effects of authentic leadership on trust in leaders, organizational citizenship behavior, and service quality in the Chinese hospitality industry. Journal of Hospitality and Tourism Management, 40, 77–87. https://doi.org/10.1016/j.jhtm.2019.06.004
Rahimizhian, S., Avci, T., & Eluwole, K. K. (2020). A conceptual model development of the impact of higher education service quality in guaranteeing edu?tourists’ satisfaction and behavioral intentions. Journal of Public Affairs, 20(3), e2085. https://doi.org/10.1002/pa.2085
Rather, R. A., Tehseen, S., Itoo, M. H., & Parrey, S. H. (2019). Customer brand identification, affective commitment, customer satisfaction, and brand trust as antecedents of customer behavioral intention of loyalty: An empirical study in the hospitality sector. Journal of Global Scholars of Marketing Science, 29(2), 196–217. https://doi.org/10.1080/21639159.2019.1577694
Ranaweera, C., & Prabhu, J. (2003). On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth. Journal of Targeting, Measurement and Analysis for Marketing, 12(1), 82–90. https://doi.org/10.1057/palgrave.jt.5740100
Raza, S., Jawaid, S. T., & Hassan, A. (2015). Internet banking and customer satisfaction in Pakistan. Qualitative Research in Financial Markets, 7(1), 24–36. https://doi.org/10.1108/QRFM-09-2013-0027
Raza, S. A., Qazi, W., & Umer, A. (2017). Facebook is a source of social capital building among university students: Evidence from a developing country. Journal of Educational Computing Research, 55(3), 295–322. https://doi.org/10.1177/0735633116667357
Raza, S. A., Umer, A., Qureshi, M. A., & Dahri, A. S. (2020a). Internet banking service quality, e-customer satisfaction and loyalty: The modified e-SERVQUAL model. The TQM Journal, 32(6), 1443–1466. https://doi.org/10.1108/TQM-02-2020-0019
Raza, S. A., Qazi, W., Khan, K. A., & Salam, J. (2020b). Social Isolation and Acceptance of the Learning Management System (LMS) in the time of COVID-19 Pandemic: An Expansion of the UTAUT Model. Journal of Educational Computing Research, 32(6), 1443–1466. https://doi.org/10.1177/0735633120960421
Raza, S. A., Qazi, W., Shah, N., Qureshi, M. A., Qaiser, S., & Ali, R. (2020c). Drivers of intensive Facebook usage among university students: An implications of U&G and TPB theories. Technology in Society, 101331. https://doi.org/10.1016/j.techsoc.2020.101331
Ringle, C. M., Wende, S., & Becker, J. M. (2015). SmartPLS 3.2. 7. SmartPLS GmbH.
Royo?Vela, M., & Casamassima, P. (2011). The influence of belonging to virtual brand communities on consumers’ affective commitment, satisfaction and word?of? mouth advertising: The ZARA case. Online Information Review, 35(4), 517–542. https://doi.org/10.1108/14684521111161918
Ryu, S., & Park, J. (2020). The effects of benefit-driven commitment on usage of social media for shopping and positive word-of-mouth. Journal of Retailing and Consumer Services, 55, 102094. https://doi.org/10.1016/j.jretconser.2020.102094
Saleem, M. A., Zahra, S., & Yaseen, A. (2017). Impact of service quality and trust on repurchase intentions – the case of Pakistan airline industry. Asia Pacific Journal of Marketing and Logistics, 29(5), 1136–1159. https://doi.org/10.1108/APJML-10-2016-0192
Sampaio, C. A. F., Hernández-Mogollón, J. M., & Rodrigues, R. G. (2019). Assessing the relationship between market orientation and business performance in the hotel industry – the mediating role of service quality. Journal of Knowledge Management, 23(4), 644–663. https://doi.org/10.1108/JKM-08-2017-0363
Schlesinger, W., Cervera, A., & Pérez-Cabañero, C. (2017). Sticking with your university: The importance of satisfaction, trust, image, and shared values. Studies in Higher Education, 42(12), 2178–2194. https://doi.org/10.1080/03075079.2015.1136613
Schweder, S., & Raufelder, D. (2019). Positive emotions, learning behavior and teacher support in self-directed learning during adolescence: Do age and gender matter? Journal of Adolescence, 73, 73–84. https://doi.org/10.1016/j.adolescence.2019.04.004
Shapoval, V., Murphy, K. S., & Severt, D. (2018). Does service quality really matter at Green restaurants for millennial consumers? The moderating effects of gender between loyalty and satisfaction. Journal of Foodservice Business Research, 21(6), 591–609. https://doi.org/10.1080/15378020.2018.1483698
Sipilä, J., Herold, K., Tarkiainen, A., & Sundqvist, S. (2017). The influence of word-of- mouth on attitudinal ambivalence during the higher education decision-making process. Journal of Business Research, 80, 176–187. https://doi.org/10.1016/j.jbusres.2017.07.014
Straub, D. W. (1989). Validating instruments in MIS research, MIS Quarterly, 13(2), 147–169. https://doi.org/10.2307/248922
Sultan, P., & Wong, H. Y. (2019). How service quality affects university brand performance, university brand image and behavioural intention: The mediating effects of satisfaction and trust and moderating roles of gender and study mode. Journal of Brand Management, 26(3), 332–347. https://doi.org/10.1057/s41262-018-0131-3
Sunarsih, E. S. (2018). The role of service quality and institutional image in establishing relational commitment between private universities and the student. Journal of Entrepreneurship Education, 21(3).
Tifferet, S., & Herstein, R. (2012). Gender differences in brand commitment, impulse buying, and hedonic consumption. Journal of Product & Brand Management, 21(3), 176–182. https://doi.org/10.1108/10610421211228793
Teo, R., & Soutar, G. N. (2012). Word of mouth antecedents in an educational context: A Singaporean study. International Journal of Educational Management, 26(7), 678–695. https://doi.org/10.1108/09513541211263746
Valaei, N., Rezaei, S., & Shahijan, M. K. (2016). CouQual: Assessing overall service quality in courier service industry and the moderating impact of age, gender and ethnicity. International Journal of Management Concepts and Philosophy, 9(2), 144–169. https://doi.org/10.1504/IJMCP.2016.077770
Van Tonder, E., Petzer, D. J., Van Vuuren, N., & De Beer, L. T. (2018). Perceived value, relationship quality and positive WOM intention in banking. International Journal of Bank Marketing, 36(7), 1347–1366. https://doi.org/10.1108/IJBM-08-2017-0171
Verma, J. P., & Verma, P. (2020). Use of G* Power Software. In Determining Sample Size and Power in Research Studies, 55–60. Springer, Singapore. https://doi.org/10.1007/978-981-15-5204-5_5
Wang, W. T., Wang, Y. S., & Liu, E. R. (2016). The stickiness intention of group-buying websites: The integration of the commitment–trust theory and e-commerce success model. Information & Management, 53(5), 625–642. https://doi.org/10.1016/j.im.2016.01.006
Watjatrakul, B. (2014). Factors affecting students’ intentions to study at universities adopting the “student-as-customer” concept. International Journal of Educational Management, 28(6), 676–693. https://doi.org/10.1108/IJEM-09-2013-0135
Yuan, Y., Lai, F., & Chu, Z. (2019). Continuous usage intention of Internet banking: A commitment-trust model. Information Systems and e-Business Management, 17(1), 1–25. https://doi.org/10.1007/s10257-018-0372-4
Zameer, H., Tara, A., Kausar, U., & Mohsin, A. (2015). Impact of service quality, corporate image and customer satisfaction towards customers’ perceived value in the banking sector in Pakistan. International Journal of Bank Marketing, 33(4), 442–456. https://doi.org/10.1108/IJBM-01-2014-0015
Zhang, J., & Bloemer, J. M. (2008). The impact of value congruence on consumer- service brand relationships. Journal of Service Research, 11(2), 161–178. https://doi.org/10.1177/1094670508322561
Zillifro, T., & Morais, D. B. (2004). Building customer trust and relationship commitment to a nature-based tourism provider: The role of information investments. Journal of Hospitality & Leisure Marketing, 11(2–3), 159–172. https://doi.org/10.1300/J150v11n02_11