Job performance as antecedent to word-of-mouth recommendation in private schools

Abstract

Purpose: To analyze the influence of teachers' job performance on the level of word-of-mouth recommendation by parents.
Methodology: A total of 147 convenience-sample surveys were collected from teachers and 302 responses from parents regarding the variables of interest. Subsequently, structural equation modelling was employed to identify significant relationships among these variables.
Results: Teachers' job performance and orientation toward results are positively and significantly related to promoting citizenship behaviour in parents.
Implications: School leaders can increase word-of-mouth recommendation from parents by encouraging better job performance and greater orientation toward results of teachers.
Originality: Provide empirical evidence to support the social exchange theory, where good job performance influences the civic behavior of parents.