Influence of Service Quality, University Image, and Student Satisfaction toward WOM Intention: A Case Study on Universitas Pelita Harapan Surabaya

AbstractThere are several problems occurred in Pelita Harapan University Surabaya (UPHS), which are dissatisfaction among students towards its service quality (SERVQUAL), and then it raised the negative perception and the low level of recommendation from its students. This is a case study that aimed to identify the influence of SERVQUAL to WOM Intention mediated by student satisfaction and university image. To see the relationship between the variables simultaneously, the researchers use Structural Equation Model with first order Confirmatory Factor Analysis. The questionnaires were distributed to 140 students by using purposive sampling technique which aimed to see the accurate results from qualified students. The results indicated that SERVQUAL had a positive impact to the student satisfaction and university image, and then it impacted to the positive WOM Intention. However, WOM Intention was influenced negatively by SERVQUAL and student satisfaction. This study contributed to UPHS and other private universities to increase the SERVQUAL, which are tangibility, reliability, responsiveness, assurance, and empathy to increase student WOM Intention which regards to sustainability in higher education sector