Abstract:
The purpose of this study was to test the relationship between the independent variables (responsiveness,
credibility, reliability, commitment, and empathy) and the dependent variable in the study (satisfaction). A cross sectional quantitative survey was undertaken to uncover students’ perceptions of online customer reviews and
to explore the factors that influence how managers respond to these students’ online reviews through the lens
of the social exchange and the justice theories. Data from 244 respondents were collected through an online
survey. Structural equation modelling was used to test the hypotheses and to investigate gender differences in
satisfaction with online customer reviews. Results indicated that the strongest predictor of customer satisfaction is
commitment, followed by empathy. Responsiveness, reliability, and credibility factors were found to be insignificant
in influencing customer satisfaction in an education context. No significant differences existed between men and
women with regard to any of the contributing factors relating to satisfaction with online customer reviews. Thus, the
study provides information that can potentially influence managers of higher education institutions to invest in open
communication channels and platforms that effectively engage students, thereby creating positive experiences.
Positive experiences culminate in customer satisfaction.
