The Influence of Service Quality on Iranian Students Satisfaction, Loyalty and Word of Mouth Communication in Eastern Mediterranean University in Northern Cyprus

In the current competition in the academic world, students have different options to choose from.Thus, the factors that help institutions in higher education to appeal to and enrol new students should be earnestly examined. Institutions in higher education, seeking competitive advantage, may have to initiate the quest for real and innovative means to appeal to, keep and nurture robust relations with their students. This study’s objective is to investigate the effect of service quality (SERVQUAL) on the satisfaction of the students and behaviors post-satisfaction i.e. loyalty and word of mouth (WOM) communıcatıon. Furthermore, investigating the intervening role of loyalty in the relationship between satisfaction and WOM among Iranian students. For this purpose, 324 Iranian students at Eastern Mediterranean University in Northern Cyprus were chosen to participate in the study. Sample was drawn from almost all faculties. IBM Spss 22 was used in examining the relationships. The findings highlighted that the dimensions of service quality are significantly related with satisfaction, likewise loyalty and WOM. Also, the relationship between loyalty and WOM was proven. The study examined a conceptual model that tested customer satisfaction and its subsequent behaviors (loyalty and WOM) with service quality. Research was conducted among Iranian students from different faculties and degree programs. The results of this study depicted all sevice quality dimensions have relationship with satisfaction and its subsequent behaviors. Keywords: Loyalty, Student Satisfaction, Service Quality, Higher Education and Word of mouth communication.