Exploring the Nexus of Service Quality, University Image, and Word-of-Mouth Communication: A Comparative Study of Public and Private Universities

Abstract

This study will involve administering the survey instrument to a diverse sample of students, faculty, and staff from various public and private universities. This will enable the researchers to gather comprehensive data that reflects different perspectives and experiences within the university community. Additionally, the survey will likely include questions designed to assess perceptions of service quality, university image, and the likelihood of recommending the university to others. By conducting rigorous statistical analyses, the study aims to uncover nuanced relationships and potential moderating effects that may exist between these variables. The research may also explore any differences in word-of-mouth behavior between public and private sector universities. This comparative analysis can provide valuable insights into how perceptions of service quality and university image vary across different types of institutions and how these differences may influence word-of-mouth communication. The research utilizes established measurement scales for its key constructs: service quality, university image, and word of mouth. Service quality, consisting of 12 items, and university image, consisting of 5 items, are adapted from previous research studies. Similarly, the construct of word of mouth comprises 6 indicators that have been revised from existing literature. These measurement items are rated on a 7-point Likert scale, ranging from strongly disagree (1) to strongly agree (7), allowing respondents to express their perceptions with varying degrees of agreement. Upon analyzing the collected data, the study yields significant findings that validate the hypothesized relationships among the constructs. Specifically, the results indicate a robust positive impact of service quality on university image. This suggests that when individuals perceive higher levels of service quality within the university environment, it enhances their overall impression of the institution's image. The significance and originality of this study are underscored by its exploration of relatively under-researched areas within the context of service quality (SQ) and university image (UI) in the higher education sector. Previous studies have often examined these constructs in isolation, but few have investigated their combined influence on word of mouth (WOM) behavior. Thus, this research contributes novel insights by assessing how both SQ and UI jointly impact WOM, shedding light on the interplay between these factors in shaping stakeholders' perceptions and behaviors. Moreover, the study introduces a unique conceptual model that integrates SQ, UI, and WOM, providing a comprehensive framework for understanding the dynamics of university reputation management and stakeholder engagement. By examining these relationships simultaneously, the research offers a holistic perspective that captures the multifaceted nature of university-brand interactions. Furthermore, the inclusion of five dimensions of service quality in the study contributes to the richness of the conceptual framework. While previous research has predominantly focused on these dimensions, some scholars have suggested the potential benefit of incorporating additional dimensions to enhance the comprehensiveness of the SQ construct. Therefore, this study addresses this recommendation by utilizing a broader set of dimensions to capture the nuanced aspects of service quality within the university context.