In order to evaluate the education service provided by a private university in Ireland, this investigation utilized an extension of Cronin, Brady & Hult’s (2000) explanatory model. The overall prediction of this model is that positive perceptions of quality, value and satisfaction in relation to the education service encounter will lead to positive word of mouth, and future intention to use the service again. The Arts undergraduate student sample size was 260. The research was conducted using a cross-sectional (Student survey) design. Despite a slight majority stating that the service quality was above average, and the majority stating they were satisfied overall, only a minority indicated that they would use the service again. In addition, on average, the undergraduate students only recommended the private university to one other person.
|Title of host publication||Marketing Education: Experiencing New Frontiers|
|Place of Publication||Mihaylo College of Business and Economics at California State University|
|Publisher||Marketing Educators’ Association|
|Publication status||Published - 2012|
Prentice, G., & McLaughlin, C. (2012). IDENTIFICATION OF EDUCATION SERVICE QUALITY-RELATED FACTORS THAT INFLUENCE RETENTION AND EXPANSION OF STUDENT CUSTOMER BASE. In Marketing Education: Experiencing New Frontiers (pp. 112-123). Mihaylo College of Business and Economics at California State University: Marketing Educators’ Association.