Service Quality Sebagai Penggerak Trust Dan Commitment Serta Implikasinya Pada Word Of Mouth Studi Penelitian Pada Sejumlah Perguruan Tinggi Swasta Se-Jabodetabek
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Institusion
STIE Indonesia Banking School
Author
Astrilia, Rizky Ananda
Subject
HD28 Management. Industrial Management
Datestamp
2020-09-25 03:32:24
Abstract :
Preparing high quality services among higher education institutions have become a great challenges for winning a competitive edge in retaining students despite of producing high quality graduate that are mostly needed in today?s global market. Hence, a research pertaining to high quality services is crucially important to provide an insightful point of view for policy makers in providing the main factors that are mostly suited for developing students trust and commitment which simultaneously carry out word of mouth promotion for the advantages of the higher education institution. For that purposes, the research is undertaken at several private universities i.e. Mercubuana, Trisakti, Paramadina, Gunadarma, and Atmajaya Universities consecutively. This research attempts to explore the extent of service quality that promote trust and comitment and its implication upon word of mouth at those universities. The research adopted descriptive analysis method by taking sample and using questionaire as the main data. The respondents are chosen by using non-probability sampling and convenience sampling techniques involving 156 student respondents. The results of analysis using Structural Equation Modeling (SEM) and its result would be summarized as follow: (i) Service quality has positive and significant influence on Student Trust,(ii) Service quality has positive and significant influence on commitment,(iii)Service quality has positive and significant influence on word of mouth,(iv)Student trust has positive and significant influence on Commitment,(v) Student Trust has positive and insignificant influence on word of mouth , and (vi) Commitment has positive and significant influence on word of mouth Keywords: service quality, trust, commitment, word of mouth, satisfaction, loyalty
Preparing high quality services among higher education institutions have become a great challenges for winning a competitive edge in retaining students despite of producing high quality graduate that are mostly needed in today?s global market. Hence, a research pertaining to high quality services is crucially important to provide an insightful point of view for policy makers in providing the main factors that are mostly suited for developing students trust and commitment which simultaneously carry out word of mouth promotion for the advantages of the higher education institution. For that purposes, the research is undertaken at several private universities i.e. Mercubuana, Trisakti, Paramadina, Gunadarma, and Atmajaya Universities consecutively. This research attempts to explore the extent of service quality that promote trust and comitment and its implication upon word of mouth at those universities. The research adopted descriptive analysis method by taking sample and using questionaire as the main data. The respondents are chosen by using non-probability sampling and convenience sampling techniques involving 156 student respondents. The results of analysis using Structural Equation Modeling (SEM) and its result would be summarized as follow: (i) Service quality has positive and significant influence on Student Trust,(ii) Service quality has positive and significant influence on commitment,(iii)Service quality has positive and significant influence on word of mouth,(iv)Student trust has positive and significant influence on Commitment,(v) Student Trust has positive and insignificant influence on word of mouth , and (vi) Commitment has positive and significant influence on word of mouth Keywords: service quality, trust, commitment, word of mouth, satisfaction, loyalty
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