The relationship between percei̇ved quality and word of mouth communication: A pilot study on the special education institution providinglanguage education in Azerbaijan

Sustainability is one of the main objectives of the companies in the current competitive business environment. Brands must carefully reveal the customer pains, needs, expectations and desired brand experience to create a product or service to meet the needs of customers and eventually to provide sustainability. The importance of the customer needs in the future of the company is the main reason behind rising interest in customer behaviour and the increasing number of researches in this area. Expected and the perceived quality of the customers in foreign language courses and their impact on word of mouth marketing have been studied in this thesis. The study may help brands to create a service related to customer needs and eventually to adapt to the competitive business environment Keywords: Perceived quality, Service quality, Quality, Word of Mouth Communication, Word of Mouth Marketing, Foreign language learning