Purpose: Education is one among the major service sectors which is continuously growing and contributing significantly to a country's economy. Students' positive feedback through word-of-mouth (WOM) is one of the key influences attracting new admissions thereby providing competitive advantage for a university to sustain. There are numerous antecedents identified and implemented to enhance positive WOM and increase intakes in higher education however the students' choice is still being unpredicted. This study attempts to develop a framework that exemplifies the links between service quality (SQ), relational trust (RT) and students' attitudes toward institutions. Design/methodology/approach: A correlational research design was adopted with a non-probability convenience sampling technique, the data were collected from students in public and private higher education institutions (HEIs) across India. Multivariate regression was the statistical tool used to estimate the path model. SmartPLS 3.0 software performing structural equation modelling (SEM) helped in determining the coefficient values. Findings: The result of the study indicated the magnitude and directional relationship between SQ and trust and justified that they are the key determinants of building a positive attitude towards the institution, enhancing the intention to recommend it among peer groups. Research limitations/implications: Academic institutions and their public relations departments must prioritize reducing SQ gaps and create strategies to build strong RT among all institution stakeholders to gain a competitive advantage. Socially, this study aims in assisting universities in establishing high-quality education. Originality/value: The empirical estimation of the relationships between trust, attitude, quality and intention provides the reasons for incorporating and building positive WOM among students' benefit institutions over the long run.