This study aimed to find how the brand image and satisfaction of universities influence university students' word-of-mouth behavior, including the sharing of satisfying experiences and recommendations to others. This study conducted a questionnaire survey and distributed 400 questionnaires to students and graduates of universities in Taiwan; 336…

With the goal of enhancing the competitiveness of students in the workplace, nearly two-thirds of technical universities in Taiwan have adopted a variety of standardized English proficiency tests as exit requirements, including the widespread use of TOEIC. However, employers still name "insufficient English proficiency" as one of the…

The dynamic changes in higher education observed over the last 20 years have transformed the educational market. The potential value of promoting student satisfaction and loyalty in higher education has become a significant issue. This study investigates the directions and strengths of the relationships among marketing strategies, student…