Abstract:
The concept of word of mouth (WoM) seem to be one of the most effective
marketing strategy in High Learning Institution (HLIs) than any other marketing
strategy because WoM is thousands of times as powerful as conventional marketing
since friends and relatives are the number-one source of information about service
quality. Generally, the study aimed to assess the effect of service encounter on Word
of Mouth. Specifically to determine the effect of service personnel on word of mouth,
examine the relationship between service facility and Word of Mouth and to
determine the effect of service value on word of mouth. This study is guided by
SERVIQUAL Model and expectation disconfirmation theory. A cross-sectional
research design was adopted while stratified and simple random sampling techniques
were used to obtain 201 respondents. Data were collected through questionnaire and
interview while Covariance Based Structural equation modeling (CB-SEM) models
were used in analyzing data with Amos 26. The findings shows that service facility
has significant effect on word of mouth, Likewise there are relationship between
service facility and word of mouth also service value has significant effect on word
of mouth. The study also found that for the service encounter to affect word of mouth
then satisfaction or dissatisfaction must occur so as word of mouth could happen,
This mean that satisfaction direct mediate the effect between service encounter and
word of mouth. This study concluded that service personnel, service facility and
service value are the factor identify the service encounter and for the service
encounter to occur it is very important for satisfaction or dissatisfactions to occur and
when customer are satisfied then will be positive word of mouth. This study
recommend to HLIs to invest much on improve the service facility, service value and
service personnel since they are the most important things that affect student during
the moment of encounter or contact between them and the HLIs.
