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

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.