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The effects of word-of-mouth and online review marketing strategies on students’ satisfaction with their housing selection during COVID-19 season

Florence Abugtane Avogo (Department of Planning, SD Dombo University of Business and Integrated Development Studies, Wa, Ghana)
Williams Miller Appau (Department of Real Estate and Land Management, SD Dombo University of Business and Integrated Development Studies, Wa, Ghana)
Elvis Attakora-Amaniampong (Department of Real Estate and Land Management, SD Dombo University of Business and Integrated Development Studies, Wa, Ghana)

Facilities

ISSN: 0263-2772

Article publication date: 15 February 2022

Issue publication date: 21 February 2022

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Abstract

Purpose

This study aims to examine the effect of using word-of-mouth and online housing website strategies for student housing selection and building services satisfaction during COVID-19.

Design/methodology/approach

The study adopted mixed-methods research approach. An online survey of 975 public and private university students experience on room selection prior to school re-opening in Ghana was used. An exploratory factor analysis (EFA) and multiple regression model (MRM) were used to estimate the satisfaction of using online websites and word-of-mouth strategies (renting housing based on personal recommendation) on student room pricing and building services availability. Telephone interviews were further used to support the results of EFA and MRM.

Findings

The study reveals that most students were satisfied with the word-of-mouth strategy than online review marketing strategy for room selection during the COVID-19 pandemic. Secondly, online student housing review marketing strategy provided higher rent which did not reflect the services available. Furthermore, students were more interested in the nature of rooms, lavatories and kitchen in their choice of room than availability of internet, study area, television (TV) room and gym center.

Practical implications

The study suggest that student housing managers require to market their facilities as-it-is than to use one room as an advertising justification for all rooms which does not usually provide a true reflection of the existing situation of room. Again, housing which rely on online marketing strategies need to provide compensation for students who feel they have been misled by their advertisement.

Originality/value

The provision of compensation to students and availability of COVID-19 protection measures determine student room selection. Asides, the introduction of online marketing strategies in student housing in sub-Saharan student housing market is new, and, consequently, this study on it is a novelty.

Keywords

Acknowledgements

The authors wish to acknowledge students and hostel owners across the universities in Ghana for providing us with data during the pandemic season.

Funding: The study was self-financed by the authors.

Citation

Avogo, F.A., Appau, W.M. and Attakora-Amaniampong, E. (2022), "The effects of word-of-mouth and online review marketing strategies on students’ satisfaction with their housing selection during COVID-19 season", Facilities, Vol. 40 No. 5/6, pp. 394-411. https://doi.org/10.1108/F-09-2021-0085

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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