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The primary purpose of this research is to examine the influence of perceived service quality (PSQ) on word-of-mouth (WOM) directly and through the mediating role of brand trust (BTR) and student satisfaction (SAT) at private universities located in the Turkish Republic of Northern Cyprus (TRNC).

A structured questionnaire and convenience sampling were utilized to collect data from 350 students enrolled in selected private universities in the TRNC. Data analysis was conducted using SmartPLS 4.

This study found that PSQ has a significant influence on WOM. BTR and SAT have a direct and significant effect on WOM. We also found that BTR and SAT mediate the link between PSQ and WOM.

These findings can serve as a guide for university administration to enhance the quality of services offered to students, as well as to enhance existing policies and procedures.

This paper’s originality lies in the use of cognitive-affective behavioural (CAB) to support the relationship between student perceptions of service quality, brand trust, student satisfaction and WOM.