First, an examination of the general moderating effect found that perceived brand orientation significantly moderates the effects of service quality<br>on satisfaction, loyalty, and WOM communication behavior. This implies that<br>students’ perception of a university’s brand orientation is important, as this<br>will affect whether their perception of service quality will lead to satisfaction,<br>loyalty, and their willingness to share their positive university experience<br>with relevant others. This has provided an empirical support for the moderating role of perceived brand orientation, which has not been established in<br>the marketing literature.
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