Antecedents of Word-of-Mouth Communication: The Case of Private Schools in Addis Ababa
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Date
2024-07
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Addis Ababa University
Abstract
This study explored the antecedent’s word-of-mouth communication practice at private schools in Addis Ababa. The research examined the effect of four variables, namely, being an opinion leader, reference group, customer satisfaction and being a market maven on antecedents of word-of-mouth communication. Based on purposive sampling, respondents were chosen and surveyed from three private schools in Addis Ababa. The researcher sent 384 questionnaires to the respondents, and has been collected 100% of the research questionnaires back. The results of the multiple regression analysis revealed that customer satisfaction has a significant effect on word-of-mouth communication. On the other hand, contrary to the researchers’ expectation the other three variables, namely, being an opinion leader, reference group and being a market maven did not have a significant effect on word-of-mouth communication. Private Schools should note that customer satisfaction is significant antecedent of WOMC according to the participants of this study and should pay attention to enhance favorable WOM communication through reaching customer satisfaction. To the best of the researcher’s knowledge this was the first study to examine antecedents WOM communication at private schools in Addis Ababa therefore, in an environment characterized by tough marketing competition as is the case with private schools, knowledge on what drives positive WOM communication is essential and affecting consumers’ choice of service organizations.
Keywords: Word of mouth Communication, Customer satisfaction, Opinion Leader, Reference Group, Market maven ship.