The Role of Recommendations in Promoting Services of Polish Universities

• Autorzy: Ewa Prymon-Ryś
• Języki publikacji: EN

Abstrakty

EN

Recommendations and "word-of-mouth" play an important role in service marketing. This specific form of communication involves supporting a product or service by a satisfied customer. "Word of mouth" is very helpful in building awareness of a brand, also in the higher education market. This paper provides some insight into a decision-making process of young people, who make the decision concerning the next step of their education, thus enabling the universities to develop the efficient communication program. Considering influence of recommendations on potential students, universities must learn how to use social ties to promote the educational offer. The outcomes of survey conducted among Polish students will be also discussed, to evaluate, to what extend recommendations and word-of-mouth determined their choice of the particular university. Main goal of the paper is to discuss the usefulness of recommendations in the communication-mix of the universities. In that sense, it provides the contribution to service marketing practice.(author's abstract)

Słowa kluczowe

EN

Recommendation; Buzz marketing; Higher education

PL

Rekomendacje; Marketing szeptany; Szkolnictwo wyższe

• Czasopismo: European Journal of Service Management
• Rocznik: 2018
• Numer: vol. 26, 2/2018
• Strony: 209--216

Twórcy

autor

Ewa Prymon-Ryś

• AGH Akademia Górniczo-Hutnicza im. Stanisława Staszica w Krakowie

Bibliografia

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Identyfikatory

DOI

10.18276/ejsm.2018.26-26