• Jennifer Chandra Institut Bisnis dan Teknologi Pelita Indonesia, Pekanbaru, Indonesia
  • Suhermin Indonesia School of Economics (STIESIA), Surabaya, Indonesia


The purpose of the article is to develop new knowledge to better understand the influence of service quality and university image on word of mouth. The sample used were the higher education students from 13 higher educations within Riau Provinces, with total of 570 respondents. The exogenous variables used are service quality and university image, while the endogenous variable used is the word of mouth. The data collected will be analyzed using Structural Equation Modeling (SEM) by using statistic analyzer tools, SPSS 21 and AMOS 21. The findings of this article show that both service quality and university image do have a positive and significant influence on word of mouth.


Abdullah, F. 2006. Measuring service quality in higher education: HEdPERF versus SERVPERF. Marketing Intelligence & Planning, 24(1), 31-47.
Afridi, S. A., Haider, M., & Alam, W. 2018. Impact of service quality on word of mouth communication: Mediating role of customer satisfaction. Journal of Managerial Sciences, 12(1), 1-10.
Afridi, S. A., Khattak, A., & Khan, A. 2016. Measurement of service quality gap in the selected private universities/institutes of peshawar using SERVQUAL model. City University Research Journal, 6(1), 61-69.
Alves, H., & Raposo, M. 2007. Conceptual model of student satisfaction in higher education. Total Quality Management and Business Excellence, 18(5), 571-588.
Alves, H., & Raposo, M. 2009. The measurement of the construct satisfaction in higher education. Service Industries Journal, 29(2), 203-218. doi:
Alves, H., & Raposo, M. 2010. The influence of university image on student behaviour. International Journal of Educational Management, 24(1), 73-85. doi:
Anderson, E. W., Fornell, C., & Lehmann, D. R. 1994. Customer satisfacton, market share, and profitability: findings from Sweden. The Journal of Marketing, 58(3), 53-66.
Annamdevula, S., & Bellamkonda, R. S. 2016a. Effect of student perceived service quality on student satisfaction, loyalty and motivation in Indian universities: development of HiEduQual. Journal of Modelling in Management, 11(2), 488-517.
Annamdevula, S., & Bellamkonda, R. S. 2016b. The effects of service quality on student loyalty: the mediating role of student satisfaction. Journal of Service Management, 11(2), 446-462. doi:
Arambewela, R., & Hall, J. 2006. A comparative analysis of international education satisfaction using SERVQUAL. Journal of Services Research, 6(1), 141-163.
Arpan, L. M., Raney, A. A., & Zivnuska, S. 2003. A cognitive approach to understanding university image. Corporate Communications: An International Journal, 8(2), 97-113.
Bloemer, J., & de Ruyter, K. 1998. On the relationship between store image, store satisfaction and store loyalty. European Journal of Marketing, 32(5/6), 499-513. doi:
Brunner, T. A., Stöcklin, M., & Opwis, K. 2008. Satisfaction, image and loyalty: new versus experienced customers. European Journal of Marketing, 42(9/10), 1095-1105. doi:
Calvo-Porral, C., Lévy-Mangin, J.-P., & Novo-Corti, I. 2013. Perceived quality in higher education: an empirical study. Marketing Intelligence & Planning, 3(16), 601-619.
Carman, J. M. 1990. Consumer perceptions of service quality: an assessment of the SERVQUAL dimensions. Journal of Retailing, 66(1), 33-55.
Chandra, T., Hafni, L., Chandra, S., Purwati, A. A., & Chandra, J. 2019. The influence of service quality, university image on student satisfaction and student loyalty. Benchmarking: An International Journal, 26(5), 1533-1549. doi:
Chaniotakis, I. E., & Lymperopoulos, C. 2009. Service quality effect on satisfaction and word of mouth in the health care industry. Managing Service Quality: An International Journal, 19(2).
Chen, Y. 2016. An empirical study on the student experience of higher education service quality in Taiwan. International Journal of Management Sciences, 6(12), 582-594.
CNN Indonesia. 2021. Kampus Asing Pertama di Indonesia Mulai Buka 4 Oktober. Retrieved from
De Jager, J., & Gbadamosi, G. 2010. Specific remedy for specific problem: measuring service quality in South African higher education. Higher Education, 60(3), 251-267.
Deming, W. E. 1986. Out of the Crisis. Cambridge, MA: Massachusetts Institute of Technology Press.
Dick, A. S., & Basu, K. 1994. Customer loyalty: Towards an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113. doi:
Dowling, G. R. 1988. Measuring corporate images: A review of alternative approaches. Journal of Business Research, 17(1), 27-34. doi:
Duarte, P. O., Raposo, M. B., & Alves, H. B. 2012. Using a satisfaction index to compare students' satisfaction during and after higher education service consumption. Tertiary Education and Management, 18(1), 17-40.
Gede, R. D. 2011. Pengaruh e-servqual terhadap nilai pelanggan, kepuasan dan word of mouth communication anggota situs jejaring sosial facebook. (Program Studi Magister Manajemen Fakultas Ekonomi Universitas Udayana). Denpasar.
Gruber, T., FuB, S., Voss, R., & Zikuda, M. G. 2010. Wxamining student satisfaction with higher education services using a new measurement tool. International Journal of Public Sector Management, 23(2), 105-123. Retrieved from
Hair, J. F. J., Black, W. C., Babin, B. J., & Anderson, R. E. 2019. Multivariate Data Analysis (Fifth Edition ed.). Andover, Hampshire, United Kingdom: Cengage.
Hawkins, D. I., Mothersbaugh., D. L., & Best, R. J. 2007. Consumer Behavior : Building Marketing Strategy (Tenth Edition ed.). New York, USA: McGraw-Hill.
Kanakana, M. G. 2014. Assessing service quality in higher education using the SERVQUAL tool. International Conference on Industrial Engineering and Operations Management, 1, 68-74.
Kotler, P., & Fox, K. F. A. 1995. Strategic Marketing for Educational Institution (2 ed.): Prentice-Hall.
Lagrosen, S., Seyyed‐Hashemi, R., & Leitner, M. 2004. Examination of the dimensions of quality in higher education. Quality Assurance in Education, 12(2), 61-69.
Landrum, R. R., Turrisi, R., & Harless, C. 1998. University imageL the benefit of assessment and modeling. Journal of Marketing for Higher Education, 9(1), 53-68. doi:
Mahapatra, S. S., & Khan, M. S. 2007. A framework for analysing quality in education settings. European Journal of Engineering Education, 32(2), 205-217.
Mansori, S., Vaz, A., & Ismail, Z. M. M. 2014. Service quality, satisfaction and student loyalty in Malaysian private education. Asian Social Science, 10(7), 57-66.
Molinari, L. K., Abratt, R., & Dion, P. 2014. Satisfaction, quality and value and effects on repurchase and positive word-of-mouth behavioral intentions in a B2B services context. International Journal of Marketing Studies, 2.
Mosahab, R., Mahamad, O., & Ramayah, T. 2010. Service quality, customer satisfaction and loyalty: A test of mediation. International Business Research, 3(4). doi:10.5539/ibr.v3n4p72
Nguyen, N., & LeBlanc, G. 2001. Image and reputation of higher education institutions in students' retention decisions. International Journal of Educational Management, 15(6), 303-311. doi:
Parasuraman, A., Zeithhaml, V. A., & Berry, L. L. 1988. SERQUAL: a multle-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Prastowo, S. L. 2019. Pengaruh brand image dan service quality terhadap kepuasan pelanggan, serta implikasinya pada word of mouth: Studi kasus pada Universitas Mercu Buana Jakarta. Ekonomi Bisnis, 24(1), 101-112. doi:10.33592/jeb.v24i1.207
Sallis, E. 2010. Total Quality Education in Education, Manajemen Mutu Pendidikan, Terj. Ahmad Ali Riyadi dan Fahrurrozi, Yogyakarta: IRCiSoD.
Sekaran, U. 2003. Reseach Methods For Business, A Skill Building Approach (Fouth Edi. ed.): John Wiley & Son, Inc.
Senthilkumar, N., & Arulraj, A. 2011. SQM‐HEI – determination of service quality measurement of higher education in India. Journal of Modelling in Management, 6(1), 60-78.
Seth, N., Deshmukh, S. G., & Vrat, P. 2005. Service quality models: a review. International Journal of Quality & Reliability Management, 22(9), 913-949. doi:
Stefanie, C. 2018. Tak Ada Inovasi, Jokowi Akan Buka Universitas Asing. Retrieved from
Stevens, P., Knutson, B., & Patton, M. 1995. Dineserv: a tool for measuring serqual restaurants. Cornell Hotel and Restaurant Administration Quarterly, 36(2), 56-60.
Sultan, P., & Yin Wong, H. 2010. Service quality in higher education - a review and research agenda. International Journal of Quality & Service Sciences, 2(2), 259-272.
Suprapti, N. W. S. 2010. Perilaku konsumen : Pemahaman dasar dan aplikasinya dalam strategi pemasaran. Paper presented at the Udayana University Press, Denpasar.
Tahir, I. M., Bakar, N. M. A., & Ismail, W. Z. W. 2010. Importance-performance analysis of service quality among business students: an exploratory study. Interdiciplinary Journal of Contemporary Research of Business, 2(1), 330-341. Retrieved from
Witt, U., & Gross, C. 2020. The rise of the “service economy” in the second half of the twentieth century and its energetic contingencies. Journal of Evolutionary Economics, 30, 231-246. doi:
Yousapronpaiboon, K. 2014. SERVQUAL: measuring higher education service quality in Thailand. Procedia - Social and Behavioral Science, 116(1), 1088-1095.




How to Cite

Chandra, J. ., & Suhermin, S. (2022). THE INFLUENCE OF SERVICE QUALITY AND UNIVERSITY IMAGE ON WORD OF MOUTH IN HIGHER EDUCATION INSTITUTIONS IN RIAU PROVINCE. International Conference of Business and Social Sciences, 2(1), 172–184. Retrieved from

Most read articles by the same author(s)

> >>