Work

Influence of perceived service quality on word-of-mouth: the mediating role of brand trust and student satisfaction

Year: 2024

Type: article

Abstract: Purpose The primary purpose of this research is to examine the influence of perceived service quality (PSQ) on word-of-mouth (WOM) directly and through the mediating role of brand trust (BTR) and student satisfaction (SAT) at private universities located in the Turkish Republic of Northern Cyprus (TRNC). Design/methodology/approach A structured questionnaire and convenience sampling were utilized to collect data from 350 students enrolled in selected private universities in the TRNC. Data analysis was conducted using SmartPLS 4. Findings This study found that PSQ has a significant influence on WOM. BTR and SAT have a direct and significant effect on WOM. We also found that BTR and SAT mediate the link between PSQ and WOM. Practical implications These findings can serve as a guide for university administration to enhance the quality of services offered to students, as well as to enhance existing policies and procedures. Originality/value This paper’s originality lies in the use of cognitive-affective behavioural (CAB) to support the relationship between student perceptions of service quality, brand trust, student satisfaction and WOM.

Source: Journal of Applied Research in Higher Education

DOI: 10.1108/jarhe-06-2024-0299

Authors: Dagnu Haile Tessema, Figen Yesilada, Iman Aghaei, Japheth Nuhu Ahmed

Institutions: Cyprus International University, Bournemouth University

Language: English

Topic: Customer Service Quality and Loyalty

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Quality education

Open Access status: green

OpenAlex ID: W4404396857