Abstract
The study aims to build a model of the impact of perceived service quality on word of mouth (WOM) in education. The study uses a mixed method in which focus group aims to adjust the scale and SEM analysis (Structure Equation Modeling) is used to test the hypotheses in the model. The data for the study is a convenience sample of 396 observations collected from 3rd and 4th year students at universities in Ho Chi Minh City. The results show that all hypotheses in the model are statistically significant, specifically image (IMA) is a partial mediator in the relationship between functional quality (FQU) and perceived service quality (PSQ). In addition, the research results also show a very strong impact of perceived service quality on word of mouth. Finally, based on the research results, some managerial implications are proposed for educational institutions.
Keywords: Perceived service quality, word of mouth, functional quality, quality of educational services, Ho Chi Minh City.
JEL classification: G21, G3.
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
