The relative importance of student's demographics and culturally-anchored values on their course recommendation level satisfaction

Recommendation level satisfaction is considered to be a lower level construct of the brand loyalty and perceived quality dimensions of brand equity as alluded to by Aaker (1991). This paper examines the relationship between 548 Master of Business students’ demographics, cultural values and their satisfaction levels with their course experience, course selection and their willingness to recommend their current course to others. The measures used are: Robertson and Hoffman’s (2000) Cultural Values Scale derived from Hofstede’s (1980; 1991; 1998) framework; and a course recommendation level satisfaction measure developed from Netemeyer, Krishnan, Pullig, Wang, Yagci, Dean, Ricks and Wirth’s (2004) instrument. A major finding is that Course Recommendation level Satisfaction is predicted by high Collectivism and Uncertainty Avoidance cultural values and participant’s age.