EFFECT OF WORD OF MOUTH ON ORGANIZATIONAL PERFORMANCE: A STUDY OF DELTA STATE MARITIME POLYTECHNIC, BURUTU

Marketing activities are a form of investment to improve customer loyalties. The use of word-of-mouth WOM has taken the place of the traditional marketing channel, and firms are placing more efforts on referral and social media. This study aimed to explore the effects of referral on student patronage behaviour and how social media influence student patronage behaviour toward Delta State Maritime Polytechnic, Burutu. This study is survey-based research because it uses a questionnaire to obtain data from a representative sample of a large population to make inferences about the population. We adopted the convenience sampling technique. The researcher administered a structured questionnaire to respondents to obtain the data required. The research questionnaire had a 5-point Likert scale design. The data analysis revealed that the relationship between referral and social media and student’s patronage behaviour is a direct and positive one. The following were recommended: organization should put an emphasis on creating unforgettable experiences in order to increase student's loyalty because satisfied students are more likely to refer the institution to others. Organization should make an investment in excellent in-person contacts with students in order to make a lasting impact and foster an environment that inspires them to talk about their satisfying experiences. Lastly, by continuously surpassing student’s expectations and converting happy students into ardent supporters.