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

Abstract

This study investigates the relationships between service quality, university image, and word-of-mouth behavior among students, faculty, and staff from public and private universities. A survey instrument is administered to a diverse sample, enabling a comprehensive understanding of perceptions across different university settings. The survey assesses service quality, university image, and the likelihood of recommending the institution, utilizing established measurement scales. Service quality consists of 12 items, university image comprises 5 items, and word of mouth includes 6 indicators, all rated on a 7-point Likert scale. Through rigorous statistical analyses, the study explores potential moderating effects and differences in word-of-mouth behavior between public and private universities. The findings confirm a significant positive impact of service quality on university image, suggesting that higher perceived service quality enhances institutional reputation. This study contributes novel insights by examining the combined influence of service quality and university image on word-of-mouth behavior, addressing a research gap in the higher education sector. By introducing an integrated conceptual model, the study offers a holistic framework for understanding university reputation management and stakeholder engagement. Additionally, it incorporates five dimensions of service quality, enriching the conceptual framework and addressing prior research recommendations. The comparative analysis of public and private universities provides further insights into variations in service perceptions and their effects on word-of-mouth communication. These findings hold practical implications for university administrators seeking to enhance service quality, strengthen institutional image, and leverage positive word-of-mouth to improve student recruitment and retention.