How commitment influences students' conversations about higher education.

Abstract

Commitment and word-of-mouth communication are important relational ideas: commitment a central and defining aspect of relationships; word-of-mouth a key relational outcome. This research examines the relationship between commitment and word-of-mouth communication within the context of higher education. The study tests a new conceptual framework which explains the impact of students’ commitment on students’ intentions to emit word-of-mouth. It uses structural equation modelling to analyse data from undergraduate students studying at four UK HEIs. Interestingly whilst students feel stronger levels of affective commitment towards their university than towards their academic tutors, it is the affective commitment towards academics which has the greatest influence on students’ intentions to talk positively about their university experience. This research corroborates extant studies which articulate the importance of affective commitment as a driver of positive word-of-mouth, highlighting the critical contribution of affective commitment directed towards people. If Universities are looking to generate positive stories about the experiences they offer, then the relationships between students and academics are a likely determinant of success.