Strengthening Institutional Image in the Public Sector: The Role of Service Quality, e-WOM, and Public Trust
DOI:
https://doi.org/10.47065/arbitrase.v6i3.2895Keywords:
Public Service Quality; e-WOM; Institutional Image; Public TrustAbstract
This study aims to examine the influence of public service quality and electronic word of mouth (e-WOM) on institutional image, with public trust as a moderating variable, at the Office of State Assets and Auction Services (KPKNL) Pekanbaru. Data were collected from 183 stakeholders and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results show that public service quality (? = 0.474; p < 0.001) and e-WOM (? = 0.233; p < 0.001) have a positive and significant effect on institutional image. The model explains 81.1% of the variance in institutional image (R² = 0.811), indicating strong predictive power. Furthermore, public trust significantly moderates the relationship between public service quality and institutional image (? = 0.201; p = 0.006), but does not moderate the relationship between e-WOM and institutional image (? = 0.072; p = 0.372). These findings highlight the differentiated role of trust in strengthening service-based reputation formation in the public sector.
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