THE IMPACT OF REPUTATION AND TRUST ON WORD-OF-MOUTH IN DANCE TRAINING INSTITUTIONS: A CASE STUDY OF GUANGXI Y DANCE ART SCHOOL
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This study investigated the predictive relationships of institutional reputation and trust with word-of-mouth (WOM) at Guangxi Y Dance Art School. A quantitative cross-sectional predictive-correlational design was used. The final sample comprised 351 respondents representing enrolled students; adult students responded directly, while parents or guardians provided evaluations for younger students. A five-point questionnaire measured reputation (depth, breadth, and image), trust (competence, integrity, and benevolence), and WOM (intention, content, and Overall levels of reputation (M = 3.399, SD = 0.960), trust (M = 3.338, SD = 0.973), and WOM (M = 3.233, SD = 0.989) were moderate. Regression analysis showed that reputation significantly predicted WOM (β = .314, p < .001, R² = .099) and that trust significantly predicted WOM (β = .474, p < .001, R² = .225). The trust model demonstrated greater predictive strength and explanatory power than the reputation model. These findings indicate that reputation creates initial credibility, whereas trust more strongly encourages advocacy based on accumulated service experience. The study recommends transparent policies, consistent teaching and communication, and evidence-based reputation management.
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