Do satisfied students generate positive word-of-mouth? Moderating roles of perceived education quality and university brand knowledge

This paper investigates the role of university life satisfaction on students’ positive word-of-mouth and the moderating influence of perceived education quality and university brand knowledge. Participants included first-year students from a central Taiwan university enrolled for at least 6 months. Using purposive sampling, 816 valid responses were collected via an online survey, achieving a 30.93% response rate. Findings reveal that higher life satisfaction enhances positive word-of-mouth, education quality strengthens this effect, and brand knowledge weakens it. Finally, the study offers practical implications and suggestions for future research based on its findings.