Predictors of Positive and Negative Word of Mouth of University Students: Strategic Implications for Institutions of Higher Education

The purpose of this study was to examine relationships between levels of student satisfaction with various attributes of the university experience and the extent to which students engaged in positive and negative word of mouth to individuals from outside of the institution. Utilizing a sample of 109 undergraduate students enrolled in business courses at a small Midwestern university, results indicated that while levels of satisfaction with 7 of 15 attributes were significant predictors of positive word of mouth and levels of satisfaction with 5 of the 15 attributes were significant predictors of negative word of mouth, reported levels of satisfaction with only two of the attributes were significant predictors of both positive and negative word of mouth. Thus, findings suggest that dissatisfaction with attributes associated with negative word of mouth varied from those attributes leading to positive word of mouth when students were satisfied with them. Implications for administrators, faculty, and staff are discussed and suggestions for future research are provided.