Please use this identifier to cite or link to this item:https://hdl.handle.net/20.500.12259/459
Type of publication: Straipsnis / Article
Author(s): Valiulienė, Jolanta;Kutniauskienė, Neringa
Title: Studentų žodinės komunikacijos raiška aukštųjų mokyklų marketingo kontekste
Other Title: Students’ expression of word-of-mouth communication in the context of marketing of higher education institutions
Is part of: Profesinis rengimas: tyrimai ir realijos, 2014, nr. 25, p. 42-51
Publishing data: Vytauto Didžiojo universitetas
Date: 2014
Keywords: Komunikacija;Studentas;Aukštoji mokykla;Marketingas;Įvaizdis;Communication;Student;High school;Marketing;Image
Abstract: Palankios sąlygos studentų mobilumui stiprina konkurenciją tarp Lietuvos aukštojo mokslo institucijų, todėl ypatingas vaidmuo tenka studentų žodinei komunikacijai kaip priemonei, formuojančiai aukštųjų mokyklų konkurencinį pranašumą bei gerinančiai jų įvaizdį. Straipsnyje analizuojami studentų žodinės komunikacijos, apimančios studentų nuomonės apie aukštąją mokyklą pasidalijimą „iš lūpų į lūpas“, rekomendacijos, informacijos apie aukštąją mokyklą perdavimą ir kiti teoriniai aspektai. Straipsnio tikslas – teoriniu lygmeniu išanalizuoti studentų žodinės komunikacijos raišką aukštųjų mokyklų marketingo kontekste. Straipsnyje detaliau nagrinėjami antecedentai bei moderatoriai, turintys įtakos studentų žodinei komunikacijai, teoriškai pagrindžiama studentų žodinės komunikacijos raiška aukštųjų mokyklų marketingo kontekste, pristatoma studentų žodinės komunikacijos nauda aukštajai mokyklai.
Globalization, increasing competition, and rapidly changing situation in the market encourage organization to search for the newer and more promising ways to remain competitive and improve their image. The higher education sector is not an exception. It is observed that higher education institutions also experience a fairly high competition; issues of the declining number of students, and political environment conditions that do not satisfy students (e.g. higher education reform, unfavourable loan conditions). All these factors encourage higher education institutions to choose from various marketing actions that help to build a positive image and gain a competitive advantage. Results of theoretical and empirical researches by Ivy (2001), Palacio (2002), Brown et al. (2005), Ladhari (2007), De Matos and Vargas Rossi (2008), and other scholars confirm that the competitive advantage of higher education institutions and their favourable image are significantly influenced by students’ word-of-mouth communication, mouth-to-mouth opinion about higher education institutions shared among students, recommendations, etc. Thus, increasing competition in the higher education sector, positive students’ word-ofmouth communication about higher education institutions are significant in forming the public image of higher education institutions, attracting new students and employees, improving its popularity, etc. In this regard, it raises a reasonable question: what determines the students’ wordof- mouth communication and how word-of-mouth communication influences higher education institutions? The object of the thesis: the concept of student word-of-mouth communication. The goal of the thesis: to theoretically analyse the students’ expression of word-of-mouth communication in the context of marketing of higher education institutions. The first part of the article analyses theoretical aspects of student word-of-mouth communication.The second part of the article analyses antecedents that influence students’ wordof-mouth communication. The third part of the article presents moderators, as additional factors that influence students’ word-of-mouth communication. The fourth part of the article theoretically validates the students’ expression of word-of-mouth communication in the context of marketing of higher education institutions.
Internet: https://eltalpykla.vdu.lt/1/459
https://hdl.handle.net/20.500.12259/459
Appears in Collections:Profesinis rengimas: tyrimai ir realijos 2014, nr. 25

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