Management of mobile online customer reviews to enhance customer satisfaction in the higher education sector

dc.contributor.authorTine, Obvious
dc.contributor.authorHumbani, Michael
dc.contributor.emailmichael.humbani@up.ac.zaen_US
dc.date.accessioned2024-07-30T06:01:28Z
dc.date.available2024-07-30T06:01:28Z
dc.date.issued2023-11
dc.description.abstractThe 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.en_US
dc.description.departmentMarketing Managementen_US
dc.description.sdgSDG-04:Quality Educationen_US
dc.description.sdgSDG-09: Industry, innovation and infrastructureen_US
dc.description.urihttps://retailandmarketingreview.co.zaen_US
dc.identifier.citationTine, O. & Humbani, M. 2023, ‘Management of mobile online customer reviews to enhance customer satisfaction in the higher education sector’, The Retail and Marketing Review, vol. 19, no. 2, pp. 54-69, doi : 10.5281/zenodo.10301630.en_US
dc.identifier.issn2708-3209 (online)
dc.identifier.other10.5281/zenodo.10301630
dc.identifier.urihttp://hdl.handle.net/2263/97304
dc.language.isoenen_US
dc.publisherMC Canten_US
dc.rights© 2024. This work is licensed under the Creative Commons Attribution 4.0 International.en_US
dc.subjectOnline customer reviewsen_US
dc.subjectResponsivenessen_US
dc.subjectEmpathyen_US
dc.subjectCredibilityen_US
dc.subjectReliabilityen_US
dc.subjectCommitmenten_US
dc.subjectCustomer satisfactionen_US
dc.subjectJustice theoryen_US
dc.subjectSocial exchange theoryen_US
dc.subjectSDG-04: Quality educationen_US
dc.subjectSDG-09: Industry, innovation and infrastructureen_US
dc.titleManagement of mobile online customer reviews to enhance customer satisfaction in the higher education sectoren_US
dc.typeArticleen_US

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