SERVICE QUALITY AND INSTITUTIONAL IMAGE ON WORD OF MOUTH WITH CUSTOMER SATISFACTION AS INTERVENING VARIABLE
Abstract
This study intends to analyze the effect of service quality and institutional image on customer satisfaction, as well as the indirect effect on word of mouth through customer satisfaction at the learning institution of Dipa Learning Center Malang City. This research used the sampling technique of purposive sampling. The instrument for taking questionnaires was 74 respondents, namely parents of students from the learning institution of Dipa Learning Center who were actively studying for at least 6 months until March 2022. The research data were processed quantitatively descriptively by path analysis techniques applying the Smart PLS 3.3.9 application software. The results are supported by primary data using questionnaires. The results indicate that: (1) Service quality has a significant effect on customer satisfaction; (2) Institutional image has a significant effect on customer satisfaction; (3) Service quality hasan effect but is insignificant on word of mouth; (4) Institutional image has an effect but insignificant on word of mouth; (5) Customer satisfaction has a significant effect on word of mouth; (6) Service quality and institutional image have a significant effect on customer satisfaction; (7) Service quality and institutional image have an effect but insignificant on wordof mouth through customer satisfaction, and it is not proven that customer satisfaction is an intervening variable.
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Copyright (c) 2022 Marini Wijaya, Tin Agustina Karnawati, Yunus Handoko
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