This study aims to explore the relationship between education service quality and university reputation in Chinese universities. The concept of “word-of-mouth” in marketing is used as the representative variable to measure university reputation. The Stimulus-Organism-Response (S-O-R) theory is employed to establish a concise model comprising education service quality, satisfaction, and word-of-mouth to investigate the impact mechanism of education service quality on university reputation. A sample of 399 Chinese university students was used to test the model. The findings provide a theoretical reference for university management work, helping universities to improve their education service quality and enhance their reputation.
Cite this paper
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