長期以來，招收學生一直是高等教育機構的一項重要活動。然而，高校的快速發展、高等教育價格的大幅上漲以及人口統計趨勢可能要求大學重新評估學生滿意度對其生存的重要性（Kotler 和 Fox，1995）。以前的研究已經關注服務質量如何影響學生滿意度，但還沒有任何關於學生滿意度如何影響學生入學意願的研究。本研究的目的是調查服務質量、學生滿意度、學生忠誠度、大學聲譽和入學意願之間變量之間的交互作用，使用口碑（WOM）作為調節因子。（EOCBE）之間的關係。本研究還探討了研究意義和前景。 Recruiting students has long been a critical activity for higher education institutions. However, the rapid progress of colleges and universities, huge price rises in higher education, and population demographic trends may require universities to reassess the importance role of student satisfaction in their survival (Kotler and Fox, 1995). Previous research has looked at how service quality affects student satisfaction, but there haven't been any studies on how student satisfaction affects student enrollment intention. Purpose of the current study is to investigate the interaction of variables between service quality, student satisfaction, student loyalty, university reputation and enrollment intention using word-of-mouth (WOM) as a moderator.
