Abstract

The Covid-19 pandemic has negatively impacted university students’ mental well-being and, ultimately, their ability to enroll in classes and complete their degrees. Building on the service quality framework, this research aims to address factors that may help universities increase student satisfaction and retention, and reduce student stress and negative word-of-mouth (NWOM). The results from 393 undergraduate students show that service quality and brand reputation positively impact academic satisfaction but negatively impact academic stress. Satisfaction increases students’ intention-to-stay (retention) while it reduces NWOM. Stress reduces satisfaction and students’ intention-to-stay. Results confirm that the Covid-19 pandemic increased academic stress among college students.

摘要

Covid-19 大流行对大学生的心理健康产生了负面影响，并最终影响了他们入学和完成学位的能力。在服务质量框架的基础上，本研究旨在解决可能帮助大学提高学生满意度和保留率、减少学生压力和负面口碑 (NWOM) 的因素。来自 393 名本科生的结果表明，服务质量和品牌声誉对学业满意度有正面影响，但对学业压力有负面影响。满意度会增加学生的留校意向（保留），同时会降低 NWOM。压力会降低满意度和学生的留校意向。结果证实，Covid-19 大流行增加了大学生的学业压力。