Quality of Education and University Image on Word of Mouth: Empirical Study from Pakistani Universities

Authors

  • Muhammad Hasnain Ali Bahuddin Zakariya University, Multan, Pakistan
  • Muhammad Arslan Siddique Institute of Chartered Accountants of Pakistan
  • Muhammad Abubakar Hailey College of Banking & Finance

Keywords:

Service Quality, University Image, Word of Mouth, Pakistani Universities

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 survey instruments are used from preceding researchers. 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.

Author Biographies

Muhammad Hasnain Ali, Bahuddin Zakariya University, Multan, Pakistan

PhD Scholar

Business Administration

Bahuddin Zakariya University, Multan, Pakistan

Muhammad Arslan Siddique, Institute of Chartered Accountants of Pakistan

CA (Inter)

Institute of Chartered Accountants of Pakistan

Muhammad Abubakar, Hailey College of Banking & Finance

Research Scholar

Hailey College of Banking & Finance

Downloads

Published

2021-12-31

How to Cite

Ali, M. H. ., Siddique, M. A. ., & Abubakar, M. . (2021). Quality of Education and University Image on Word of Mouth: Empirical Study from Pakistani Universities. IRASD Journal of Educational Research, 2(1), 35–48. Retrieved from https://internationalrasd.org/journals/index.php/jer/article/view/542