The influence of technology-mediated and in-person communication on student satisfaction: The moderating role of national culture |
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| Authors: | Maja ?eri? |
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| Institution: | Department of Marketing, University of Valencia, Valencia, Spain |
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| Abstract: | This article analyses the effects of technology-mediated (i.e., social media) and in-person communication (i.e., non-verbal cues) on student satisfaction in a higher education context. Data were collected among 221 college students from the University of Valencia (UVEG) in Spain and analysed from the perspective of the respondents' national culture. Contrary to expectations, the results show that neither one of the social media aspects drives student satisfaction, thus providing support for the technology paradox literature. Instead, three non-verbal communication cues are found to influence student satisfaction, i.e., paralanguage, kinesics, and chronemics. The moderating role of national culture on the examined relationships is also considered. The results reveal that national culture seems to only affect the relationship between chronemics and satisfaction. |
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