Abstract:

The aim of this study is determine the effect of perceived external prestige on the student rewarding experience and to investigate the impact on word of mouth communication (developing needs, information gathering, evaluation of alternatives and satisfaction) in the student rewarding experience in university preferences. Main universe of the study is consists of associate and undergarduate students at Karadeniz Technical University, Recep Tayyip Erdogan University and Gumushane University. In the study, judgement sampling method was used and a face to face questionnaire was applied to 800 university students. SPSS 25 and AMOS statistical programs were used to analyze the data. Cronbach's alpha method was used to determine the reliability and factor analysis was used to determine its validity. of the research data.The research hypotheses were tested with structural equation modeling. As a result of the analysis, it was determined that perceived external prestige had significant and positive effect on student rewarding experience. Another finding obtained from the study was that student rewarding experience had significant and positive effect on developing needs, information gathering, evaluation of alternatives and satisfaction. In this direction, the universities determined within the framework of the “Regional Development-Oriented Mission Differentiation and Specialization Project” in of the Higher Education Councilcan be carried out studies considering more comprehensive the conditions in the regions. In addition,  prominent universities in the field ranking in the world and in our country and multi-or one-dimensional studies in the fields / departments of the universities determined within the scope of this project may contribute to the literature

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