The impct of the relational benfits and commitment on word of mouth in an educational context

The purpose of this paper is designed to provide a deeper understanding of the role of word of mouth (WOM). The data collected by questionnaires that were completed by 120 students of four Institutes of Foreign Languages in Tehran, Iran. Its reliability computes with Cronbach's alpha test. Data analysis techniques using exploratory factor analysis, structural equation modeling wasperformed to test the hypothesis. The purpose of this study was examined the impact of affective commitment and high- sacrifice commitment variables on the formation of WOM among students. Through empirical analysis of this study showed that this variable had significant effect on WOM. The relationships examined have not been investigated previously in an educational context and the results suggest educational managers need to understand them as they plays crucial roles in determining WOM, which plays a significant role in determining students’ educational preferences. If processes and strategies can be developed that improve an educational way, satisfaction, commitment. Finally, the findings of this study showed thataffective commitment had a significant effect on the word of mouth.