The influence of university – Students relationship on attitude, word of mouth, and academic performance

• Main Authors: Ruan, Yulu, Wong, Wei Yuan, Arvind, S.Santhaselvan, Lim, Anthony Kang En
• Format: Final Year Project / Dissertation / Thesis
• Published: 2023
• Subjects: H Social Sciences (General); HS Societies secret benevolent etc; HV Social pathology. Social and public welfare
• Online Access: http://eprints.utar.edu.my/5797/1/fyp_PR_2023_RY.pdf; http://eprints.utar.edu.my/5797/
• Institution: Universiti Tunku Abdul Rahman

The public relations function aims to build and maintain a mutually beneficial relationship between an organization and the public. In recent years, universities have focused on improving teaching environments, academic information systems, and facilities, all of which contribute to enhancing organization-public relationships (O-PR). The objective of this study is to examine the relationship between the university and its students (O-PR) and how it affects students' attitudes toward the university, as well as the impact of these attitudes on students' word-of-mouth recommendations and academic performance. The study employs the organization-public relationships (O-PR) theory as the basis for developing a theoretical framework. It investigates the relationship between O-PR and attitudes toward the university, and the connections between these attitudes, word of mouth, and academic performance. The convenience sampling method is used in this study, with a total of 300 responses collected through a questionnaire survey. The results support the relationship between O-PR and attitudes toward the university, with significant and positive connections between attitudes toward the university and word of mouth. However, the relationship between attitudes toward the university and academic performance is not supported by this study. The study discusses the theoretical implications of the relationships between O-PR of universities and their students, students' attitudes, and the effects on their word-of-mouth recommendations and academic performance. Finally, practical implications for universities to improve communication with students and understand their needs are discussed