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Factors Influencing Word-of-Mouth Recommendations by MBA Students: An Examination of School Quality, Educational Outcomes, and Value of the MBA

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  • Grady Bruce
  • Rachel Edgington

Abstract

Word-of-mouth recommendations from current students are an important source of influence when prospective MBA students are selecting a school. Based on a sample of 16,297 graduating MBA students, this paper uses multiple regression analysis to identify the factors that affect a school recommendation and to assess their relative importance. Separate models are developed based on prior research on service quality, educational outcomes, and perceived equity; then, variables from the separate models are combined into an overall model. Implications are discussed for school administrators and the marketing professionals who support them.

Suggested Citation

  • Grady Bruce & Rachel Edgington, 2008. "Factors Influencing Word-of-Mouth Recommendations by MBA Students: An Examination of School Quality, Educational Outcomes, and Value of the MBA," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 18(1), pages 79-101, June.
    • Handle: RePEc:taf:jmkthe:v:18:y:2008:i:1:p:79-101
    DOI: 10.1080/08841240802100303
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    Cited by:

    1. Linda Ronnie, 2015. "Motivations and challenges: The South African Masters in Business Administration (MBA) Experience," International Journal of Teaching and Education, International Institute of Social and Economic Sciences, vol. 3(1), pages 45-63, March.
    2. Lili Gai & Chunhao Xu & Lou E. Pelton, 2016. "A netnographic analysis of prospective international students’ decision-making process: implications for institutional branding of American universities in the emerging markets," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 26(2), pages 181-198, July.
    3. Abdullah AL-Mutairi & Muna Saeid, 2016. "Factors Affecting Students’ Choice for MBA Program in Kuwait Universities," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(3), pages 119-119, February.
    4. Mohsen Ghobehei & Faraz Sadeghvaziri & Elham Ebrahimi & Khashayar Afshar Bakeshloo, 2019. "The effects of perceived brand orientation and perceived service quality in the higher education sector," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 9(3), pages 347-365, September.

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