Course recommendation as a construct in student evaluations

will students recommend your course?

Lawrence Ang, Yvonne Alexandra Breyer*, Joseph Pitt

*Corresponding author for this work

Research output: Contribution to journalArticle

4 Citations (Scopus)

Abstract

Recommendation is a highly credible and powerful construct in marketing. This article investigates the construct intention to recommend in the context of student evaluations of teaching. Motivated by changes in the sector, the study explores what factors drive course recommendation and their relationship with each other. A structural model is tested, using partial least squares on a sample of 113 students. The results show that both emotional (i.e. joy of learning) and cognitive (i.e. course value) factors influence intention to recommend. These two driving factors are more likely to occur if the course can bridge theory and real-world practice. The approach to understanding what drives course recommendation opens up new avenues of research. It proposes to expand the traditional model of student evaluations of teaching to one which includes course value in the context of a competitive education sector.

Original languageEnglish
Pages (from-to)944-959
Number of pages16
JournalStudies in Higher Education
Volume43
Issue number6
DOIs
Publication statusPublished - 2018

Keywords

  • competitive market
  • course value
  • higher education
  • recommendation
  • teaching evaluation

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