Institutional Service Quality, Word of Mouth and Institutional Image: An Empirical Study of Pakistani Universities

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Shakeel Ahmad
Muhammad Hasnain Ali

Abstract

 This research paper aims to find the influence of service quality and university image on word of mouth in public and private sector universities. In this study the established survey instrument is used. Such as Service quality is adapted from previous researcher comprised of 12 items. The construct of university image has 5 items which are adapted from the earlier researcher. For the construct of word of mouth there are 6 indicators revised from the researcher. All those variables are measured on 7-point Likert scale ranging within strongly disagree=1 to strongly agree=7. The result for this study are: the findings are confirmed from the analysis of data such as service quality(SQ)show strong positive impact on university image (UI)), there is strong positive impact of service quality (SQ) on word of mouth and strong positive impact of university image on word of mouth. This study’s significance and originality is affirmed by considering that just limited examinations have been done to check the impact of service quality (SQ) and university image (UI). There is no study conducted in which the influence of both service quality and university image on word of mouth is checked. The model is not applied in any research. There are five dimensions of service quality used in this research, but some researchers showed divergent behavior on using just these five dimensions in service sector and recommended to add more suitable dimensions in this construct.

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How to Cite
Shakeel Ahmad, & Muhammad Hasnain Ali. (2022). Institutional Service Quality, Word of Mouth and Institutional Image: An Empirical Study of Pakistani Universities. Journal of Policy Research, 8(1), 18–30. https://doi.org/10.5281/zenodo.6451517