ABSTRACT
STIE Muhammadiyah Pringsewu has some performance issues, and these can be associated with the additional dissatisfaction observed in the facilities provided. The purpose of this study, therefore, was to determine the effect of service quality and image on customer satisfaction and word of mouth for the students of the college. This involved the use of questionnaires that were self-administered to 135 students of the college at the beginning of the 2, 4, 6, and 8 semesters. The result of the hypothesis tested showed that the quality of service and the image of the college was low. This led to the students’ dissatisfaction over the service and image of STIE Muhammadiyah Pringsewu and unfavorable negative WOM.
