Building Competitive Advantage through Integrated Word-of-Mouth Strategy in Educational Institutions

Abstract

This study investigates how an integrated word-of-mouth (WOM) strategy contributes to strengthening the competitiveness of An-Nadwa Integrated Elementary School in an increasingly competitive educational market. Employing a qualitative phenomenological approach, data were collected through in-depth interviews, observations, and document analysis involving school leaders, teachers, parents, and other key stakeholders. The data were analyzed using an interactive analysis model comprising data reduction, data display, and conclusion drawing, with triangulation employed to enhance trustworthiness. The findings reveal that the school's WOM strategy operates through three interconnected stages: attracting community attention, fostering interest through positive educational experiences and institutional reputation, and strengthening the desire to enroll by reinforcing trust and perceived educational quality. The study further demonstrates that the effectiveness of WOM extends beyond interpersonal communication by integrating institutional values, service quality, stakeholder engagement, and community participation into a coherent marketing strategy. These findings contribute to the literature on educational marketing by illustrating how an integrated WOM strategy can generate sustainable competitive advantage for educational institutions. Practically, the study provides strategic insights for school leaders seeking to strengthen institutional branding and increase community engagement in highly competitive educational environments.