Internal Customer Satisfaction and Service Quality Toward Trust and Word of Mouth

This study is generally aims to analyze the influence of internal customer satisfaction and perceptions of service quality in creating trust and word of mouth in higher education service industry. In the process there is a special purpose to build the constructs/ variables to measure the internal customer satisfaction, so in the future it can be applied to institutions of higher education universally. The results of this study indicate that the internal customer satisfaction can be measured with the variable of service product, service delivery, and service environment, which all of those variables has a significant relation with trust where trust is significance related to word of mouth. On the other side the communication, productivity and responsiveness are significant in measuring the perceptions of service quality. The results also proved that the perception of service quality is significant related toward trust and word of mouth. This study is expected to contribute measurement tools of internal customer satisfaction in higher education. This research is also expected to enrich managerial implication on how to measure the internal customer satisfaction and service quality toward trust and word of mouth in higher education. Thus the higher education can continue to strive to provide educational service in accordance with the expectations of the customers.