Enhancing WOM in blended learning: the role of service quality, image and social value

This study examines the influence of online (e-SQ) and offline service quality (p-SQ) on student satisfaction (SAT), loyalty (LOY) and Word of Mouth (WOM) in blended learning, offering strategic insights for higher education management and marketing. Utilizing Partial Least Squares–Structural Equation Modelling (PLS-SEM) on data from 551 postgraduate students, the study conceptualizes e-SQ and p-SQ as second-order constructs. Specifically, e-SQ encompasses information quality (IFQ), system quality (SYQ) and website confidentiality (WCF), while p-SQ comprises academic, administrative, and facility services (FSQ). The findings underscore the primacy of WCF in e-SQ and the critical role of administrative services (ADS) in p-SQ. Notably, while both e-SQ and p-SQ positively affect social value (SOV), institutional image, SAT, LOY and WOM, the influence of p-SQ is more pronounced. This highlights students’ preference for offline interactions, reinforcing the necessity of high-quality in-person engagement in fostering student retention and institutional reputation. By integrating service quality and strategic management, this study advances the discourse on optimizing blended learning for sustainable institutional success.