Factors affecting students’ level of satisfaction and Positive‐Word‐Of‐Mouth in a private educational institution in Greece

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2012 (EN)
Factors affecting students’ level of satisfaction and Positive‐Word‐Of‐Mouth in a private educational institution in Greece (EN)

Sougaris, Gregorios (EN)

Grougiou, Vassiliki (EN)
Plakogiannaki, Emmanouela (EN)
Dr. Aletras, Vasileios (EN)
Argouslidis, Paris (EN)
School of Economics, Business Administration and Legal Studies, Executive MBA (EN)

The international student market is changing (Verbik, 2007). The competition in the international student market is rising due to the contribution of an increasing number of higher education opportunities for study at home and abroad. Educational institutions are looking to differentiate themselves from their competitors in an attempt to attract the growing number of prospective students seeking higher education (Verbik, 2007). The main goal of this dissertation is to provide the American Farm School with valuable data that will be an important tool for building an international recruitment plan for its tertiary department, Perrotis College. This information is important in recruiting a multi-cultural student body and in turn will increase the next intakes. To this end, a questionnaire was electronically distributed to current students coming from six different countries: Greece, FYROM, Albania, Bulgaria, Serbia and Kosovo, and 128 responses were collected. Questions were related to the factors influencing students’ destination choice and field of studies, level of satisfaction from their current studies, factors influencing Positive-Word-Of-Mouth and other constructs that comprise the survey. These factors were evaluated as to the level of significance in students’ decision-making process. Using SERVQUAL as a widely used instrument in assessing quality in the service sector, the constant variables set are the level of satisfaction and Positive-Word-Of-Mouth. These two constructs have a positive relation with certain predictors that affect students’ level of satisfaction and Positive-Word-Of-Mouth. According to the results, students’ satisfaction is positively affected by tangibles, career opportunities and Positive-Word-Of-Mouth, while the later has a positive relation with responsiveness towards the educational and job market, empathy and satisfaction. Therefore, the School needs to focus on these constructs that positively affect Satisfaction and PWOM, so to increase awareness in the market and thus more enrolments of quality students from the Balkan Region. A long-term recruitment plan should be focused in those constructs. Lastly, findings of this study could be enriched by implementing a qualitative research as well. (EN)


Διεθνές Πανεπιστήμιο της Ελλάδος (EL)
International Hellenic University (EN)


School of Economics and Business Administration, Executive MBA programme (EN)

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