Customer Satisfaction and Service Quality to Develop Trust and Positive Word of Mouth in Vocational Education
Abstract
This study generally aims to analyze the influence of customer satisfaction and service quality to develop trust and positive word of mouth especially in vocational education. Students in vocational education as well as higher education are considered as an internal customer; therefore, their satisfaction and perception of service quality are potential to bridging the emergence of external satisfaction and customer loyalty. According to previous literature, internal customer satisfaction can be measured by service product, service delivery, and service environment, all of which have a significant relation with trust where trust is significantly related to word of mouth. Meanwhile, the communication, productivity and responsiveness are significant in measuring the perceptions of service quality. This study is expected to enrich managerial implication on how to measure the internal customer satisfaction and service quality toward trust and word of mouth in vocational education. Thus, the vocational education can continue to strive to provide educational service in accordance with the expectations of the customers.
Keywords: component, customer satisfaction, internal customer satisfaction, service quality, trust, word of mouth, vocational education, higher education
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