E-Service Quality Influencing Word of Mouth in the Context of University in Thailand
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Abstract
This research aims to study and analyze the structural equation model of E-service quality dimensions that influence word of mouth of university in Thailand context, following the framework of Zeqiri et al. (2 0 2 3) . The study surveyed with a sample of 2 2 8 university students in Thailand using a quantitative research methodology, employing a questionnaire as the primary data collection tool. The statistical analyses included frequency, percentage, mean, standard deviation and structural equation model. The results revealed that the final modified model exhibits that aligns well with the empirical data, with goodness-of-fit indices as follows: χ2 = 135.579, df = 124, χ2/ 𝑑𝑓 = 1.093, p-value = 0.225, GFI = 0.947, AGFI = 0.902, CFI = 0.997, NFI = 0.966, TLI = 0.995, RMR = 0.012 and RMSEA = 0.020. Website confidentiality and website performance are key factors influencing students' perceptions of E-service quality in Thailand. University students who are satisfied with the E-Service quality are more likely to recommend their universities to others through word of mouth. The most influential factor is website performance, followed by the E-Service quality, website confidentiality and information quality. These findings offer valuable insights, recommendations for future research, providing for the universities to improve the E-service quality, for the benefit of word-of-mouth communication, which positively impacts the university.
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