The Role of Student’s Satisfaction in Mediating Relationship Between Service Quality and Brand Image

DOI

10.2991/978-2-38476-098-5_11How to use a DOI?

Keywords

Service quality; Student satisfaction; Brand image

Abstract

In the current era, higher education institutions faced many issues due to its weak and improper education system. Many factors are involved and service quality is one of them which is majorly considered within this paper. To explore its importance, Tangibles, Reliability, Responsiveness, Assurance and Empathy based Service Quality features are considered as independent variables, and University Brand Image is considered as dependent variable. While, student satisfaction is mediator between these relationships. To collect data, online survey-based quantitative research is carried out with close-ended questions among different intermediates, graduates, masters and other degree-based students. After segregating them based on their age, gender and qualification-based statistics, a ‘Confirmatory Factor Analysis’ and ‘Structural Equation Modeling’ based SPSS software analytics has been implemented and outcomes help to justify/nullify tested hypothesis. According to the findings, there is significant impact of empathy, assurance, and responsiveness focused service quality features on enhancement of brand image under significant influence of mediator i.e., student satisfaction. However, reliability and tangible based service qualities do not cause a major impact on favorable Pakistani universities’ brand image in current consumer market. This challenging paper will help current administration and policymakers of Pakistani universities and also its government to make such decisions that are in favor of upgrading their education standard for Pakistani students. To conclude, the lack of a qualitative or mixed technique of research, as well as a lack of comparative analysis, may have an influence on the acceptance of its authentic results, which can be addressed by future researchers.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Sidra Shehzadi
AU  - Che Su Mustaffa
PY  - 2023
DA  - 2023/08/31
TI  - The Role of Student’s Satisfaction in Mediating Relationship Between Service Quality and Brand Image
BT  - Proceedings of the International Conference on Communication and Media 2022 (i-COME 2022)
PB  - Atlantis Press
SP  - 117
EP  - 126
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-098-5_11
DO  - 10.2991/978-2-38476-098-5_11
ID  - Shehzadi2023
ER  -