2018
DOI: 10.18276/ejsm.2018.26-26
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The role of recommendations in promoting services of Polish universities

Abstract: Recommendations and "word-of-mouth" play an important role in service marketing. This specific form of communication involves supporting a product or service by a satisfied customer. "Word of mouth" is very helpful in building awareness of a brand, also in the higher education market. This paper provides some insight into a decision-making process of young people, who make the decision concerning the next step of their education, thus enabling the universities to develop the efficient communication program. Co… Show more

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“…Six conversations did not produce the expected results. This was the case, among others, with the Małopolska Institute of Culture, the operator of the largest number of trails (17), where the "mystery tourist" expected to be able to get more information in connection with the Dębina Architecture Route -SpacerowMiK. The person who answered the call gave a concise statement: "We do not deal with the issue of organization."…”
Section: Research Problem and Methodologymentioning
confidence: 99%
“…Six conversations did not produce the expected results. This was the case, among others, with the Małopolska Institute of Culture, the operator of the largest number of trails (17), where the "mystery tourist" expected to be able to get more information in connection with the Dębina Architecture Route -SpacerowMiK. The person who answered the call gave a concise statement: "We do not deal with the issue of organization."…”
Section: Research Problem and Methodologymentioning
confidence: 99%