ABSTRACT: The research objective is to determine the effect of service quality on the word-of-mouth of participants through the image of the institution, customer relationship management and participant satisfaction at private worker training institutions (LPKS) in Bakorwil I East Java.
A total of 1,118 populations and with the Slovin formula, a total sample of 295 respondents were participants of the LPKS Hospitality and Cruise Ship training institutions in Bakorwil I East Java in 2018. Sampling used proportional random sampling. Analysis using SEM. The results showed that: 1). Service quality affects the image of the institution, CRM, and participant satisfaction. 2). The image of the institution influences the satisfaction of the trainees, and WOM. 3). CRM has no significant effect on the satisfaction of trainees, and significant on WOM trainees. 4). The satisfaction of the participants has an effect on the WOM of LPKS training participants. Given the large role of the institution’s image of WOM, it is recommended that companies always maintain and enhance the image of the institution, because the image has an important role in building the impression obtained by someone about the company based on one’s knowledge and experience of the company whether the company is good or not. Suggestions for other researchers should be made to increase the scope of research, taking into account broader areas, as well as grouping and segregation of respondents by district / city in East Java, so that a clearer picture of WOM participants in Private Work Training (LPKS) is obtained.

KEYWORDS: – Service Quality, Word-of-Mouth, Institutional Image, Customer Relationship Management, Participant Satisfaction