The Model of Student-University Relationship Development: The Role of University Brand Love

Sajjanit Chonlada () and Rompho Nopadol
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Sajjanit Chonlada: Marketing, 54775 Kasetsart University , Bangkok, Thailand
Rompho Nopadol: Operations Management, Thammasat University, Bangkok, Thailand

Review of Marketing Science, 2025, vol. 23, issue 1, 429-462

Abstract: This study aims to develop a comprehensive model that integrates service quality, student satisfaction, university brand love, and key relational constructs by investigating how higher education service quality (HESQ) shapes student satisfaction and influences downstream effects on university brand love and relational outcomes. Specifically, it examines the role of university brand love as a mediator between student satisfaction and relational constructs, including university brand trust, university brand commitment, university brand loyalty, and word-of-mouth. The study used a mixed-methods approach, combining in-depth interviews with business scholars, administrative staff, and business students, and a quantitative survey of 754 Thai business students, to test the proposed framework. The findings indicate that HESQ, particularly transformative quality, significantly affects student satisfaction. In turn, student satisfaction has a positive influence on university brand love. The mediation analysis reveals that university brand love fully mediates the relationship between student satisfaction and key relational constructs. This study suggests that transformative quality is essential for enhancing student satisfaction and developing university-student relationships. The concept of transformative quality integrates knowledge and skill enhancement with decision-making authority over students’ transformation processes during their university years.

Keywords: higher education service quality; student satisfaction; university brand love; consumer-brand relationships; higher education (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1515/roms-2024-0172

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