Analysis to effectiveness e-wom at Madrasah Tsanawiyah Azzidin Medan Denai
Keywords:
Effectiveness of e-WOM Implementation, e-WOM Customer Engagement, Quality of e-WOM ServiceAbstract
In improving the quality of educational institutions, it is necessary to improve the abilities of teachers, education personnel, and promotional activities are required to raise the quantity and caliber of pupils to increase the number of students where promotional efforts are less effective and optimal in involving customers, so that effective promotional channels are needed by using dpromotions that directly promote by word of mouth. Madrasah Tsanawiyah Azzidin is a religious-based school equivalent to a junior high school, where this place still implements manual promotions and has not been able to utilize promotions using e-WOM, because the education personnel and marketing personnel at Madrasah Tsanawiyah Azzidin Medan cannot effectively implement e-WOM abaout the promote activities with e-WOM, where in the last 2 years the number of students at this Madrasah Tsanawiyah has tended to decrease from the original 85 students in 2022 to 73 students, so that the e-WOM service that is run is not useful and works effectively. This study's objective is to investigate and elucidate the degree to which e-WOM customer involvement and service quality influence how well e-WOM is implemented. Descriptive quantitative associative study is the methodology employed is the method of the research. The population and sample in this study amounted to 37 teachers and education personnel and marketing staff at Madrasah Tsanawiyah Azzidin Medan, where the results of the study clarified that the factors influencing e-WOM customer involvement and service quality have a partial and simultaneous to impact on how well e-WOM is implemented.
References
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Wang, Jerred Junqi, et al. (2020). Modeling environmental antecedents of online word-of-mouth on team social media: A perspective of information value. Journal Sport Marketing Quarterly, 29, 79–93. https://doi.org/10.32731/SMQ.292.062020.01
Zhao, Yang, et al. (2020). Electronic word-of-mouth and consumer purchase intentions in social e-commerce. Journal Electronic Commerce Research and Applications, 41, 100980. https://doi.org/10.1016/j.elerap.2020.100980
Cabeliza, S. M. (2021). Ensuring Student Enrollment and Retention Toward Sustainability of Universities. International Journal of Management and Education in Human Development, 1(4), 187–196.
Chowdhury, Tamgid Ahmed and Naheed, S. (2020). Word of mouth communication in political marketing: Understanding and managing referrals. Journal of Marketing Communications, 1–24. https://doi.org/10.1080/13527266.2018.1523217
Dandis, Ala’ Omar, et al. (2022). The effect of multidimensional service quality on word of mouth in university on-campus healthcare centers. TQM Journal, 34(4), 701–727. https://doi.org/10.1108/TQM-12-2020-0295
Donthu, Naveen, et al. (2021). Mapping the electronic word-of-mouth (eWOM) research: A systematic review and bibliometric analysis. Journal of Business Research, 135, 758–773. https://doi.org/10.1016/j.jbusres.2021.07.015
El-Manstrly, Dahlia, Ali, F., & and Line, N. (2021). Severe service failures and online vindictive word of mouth: The effect of coping strategies. International Journal of Hospitality Management, 95, 102911. https://doi.org/10.1016/j.ijhm.2021.102911
Gannon, Martin, et al. (2023). Coping, rumination, and electronic word-of-mouth: Segmenting consumer responses to service failure via fuzzy clustering. Journal of Business Research, 166, 114089. https://doi.org/10.1016/j.jbusres.2023.114089
González-Viralta, Darinka, et al. (2023). Positive effects of green practices on the consumers’ satisfaction, loyalty, word-of-mouth, and willingness to pay. Journal Heliyon, 9, e20353. https://doi.org/10.1016/j.heliyon.2023.e20353
Hasan, Md Kamrul and Neela, N. M. (2022). Adventure tourists’ electronic word-of-mouth (e-WOM) intention: The effect of water-based adventure experience, grandiose narcissism, and self-presentation. Journal Tourism and Hospitality Research, 22, 1–15. https://doi.org/10.1177/14673584211026326
Indrajit, Agung, et al. (2021). Implementation of the spatial plan information package for improving ease of doing business in Indonesian cities. Journal Land Use Policy, 105, 105338. https://doi.org/10.1016/j.landusepol.2021.105338
Le, Tri D., Robinson, L. J., & and Dobele, A. R. (2020). Understanding high school students use of choice factors and word-of-mouth information sources in university selection. Journal Studies in Higher Education, 1–11. https://doi.org/10.1080/03075079.2018.1564259
Li, Xinwei, et al. (2023). Impact of relocation strategy on brand trustworthiness and word-of-mouth: Experimental vignette research on the US fashion industry. International Journal of Production Economics, 257, 108775. https://doi.org/10.1016/j.ijpe.2023.108775
Maduku, Daniel K., et al. (2023). Assessing customer passion, commitment, and word-of-mouth intentions in digital assistant usage: The moderating role of technology anxiety. Journal of Retailing and Consumer Services, 71, 103208. https://doi.org/10.1016/j.jretconser.2022.103208
Mittal, Shweta, Gupta, V., & and Mottiani, M. (2022). Examining the linkages between employee brand love, affective commitment, positive word-of-mouth, and turnover intentions: A social identity theory perspective. Journal IIMB Management Review, 34, 7–17. https://doi.org/10.1016/j.iimb.2022.04.002
Mladenović, Dušan, Bruni, Roberto and Kalia, P. (2021). Social and Demographic Predictors of Consumers’ Word of Mouth Engagement in Czechia. Journal of International Consumer Marketing, 33, 1–14. https://doi.org/10.1080/08961530.2020.1800547
Ngo, Thi Thuy An, et al. (2024). Electronic word-of-mouth (eWOM) on social networking sites (SNS): Roles of information credibility in shaping online purchase intention. Heliyon, 10, e32168. https://doi.org/10.1016/j.heliyon.2024.e32168
Shi, Y. (2023). Application of Improved Linear Regression Algorithm in Business Behavior Analysis. Journal Procedia Computer Science, 228, 1101–1109. https://doi.org/10.1016/j.procs.2023.11.144
Sisson, Annamarie D. and Alcorn, M. R. (2022). How Was Your Music Festival Experience? Impacts on Loyalty, Word-of-Mouth, and Sustainability Behaviors. Journal Event Management, 26, 565–585. https://doi.org/10.3727/152599521X16288665119495
Sun, Jie, et al. (2020). A cute surprise: Examining the influence of meeting giveaways on word-of-mouth intention. Journal of Hospitality and Tourism Management, 45, 456–463. https://doi.org/10.1016/j.jhtm.2020.10.003
Taheri, Babak, et al. (2021). Would you really recommend it? Antecedents of word-of-mouth in medical tourism. Journal Tourism Management, 83, 104209. https://doi.org/10.1016/j.tourman.2020.104209
Thanh Khoa Ho Chi Minh, B., & Thanh Khoa, Bui and Khanh, T. (2020). The Impact of Electronic Word-Of-Mouth on Admission Intention to Private University. Journal Test Engineering and Management, 83, 14956–14970. https://www.researchgate.net/publication/342028775
Wang, Jerred Junqi, et al. (2020). Modeling environmental antecedents of online word-of-mouth on team social media: A perspective of information value. Journal Sport Marketing Quarterly, 29, 79–93. https://doi.org/10.32731/SMQ.292.062020.01
Zhao, Yang, et al. (2020). Electronic word-of-mouth and consumer purchase intentions in social e-commerce. Journal Electronic Commerce Research and Applications, 41, 100980. https://doi.org/10.1016/j.elerap.2020.100980
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Published
2024-12-20
How to Cite
Firmansyah, E., & Siregar, I. . (2024). Analysis to effectiveness e-wom at Madrasah Tsanawiyah Azzidin Medan Denai. Journal of Management Science (JMAS), 8(1), 29–38. Retrieved from https://exsys.iocspublisher.org/index.php/JMAS/article/view/612
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