The effects of perceived brand orientation and perceived service quality in the higher education sector

Mohsen Ghobehei (), Faraz Sadeghvaziri (), Elham Ebrahimi () and Khashayar Afshar Bakeshloo ()
Additional contact information
Mohsen Ghobehei: Kharazmi University
Faraz Sadeghvaziri: Kharazmi University
Elham Ebrahimi: Institute for Humanities and Cultural Studies
Khashayar Afshar Bakeshloo: Iowa State University

Eurasian Business Review, 2019, vol. 9, issue 3, No 5, 347-365

Abstract: Abstract Brand orientation and service quality have been recognized as having a positive impact on organizational performance in both for-profit and nonprofit sectors. With the ever-increasing competition in the higher education context, institutions will achieve growth and market share if they follow a branding-based approach in their strategic thinking and planning. So, the importance of brand and brand orientation increases in this sector day by day. Likewise, provision of quality services is one of the most important priorities of educational institutes around the world because of its integral role in developing competitive advantage and in attracting new and retaining existing students. This study aims to propose a framework to investigate the effects of perceived brand orientation and perceived service quality on behavioral and attitudinal consequences of students such as trust, loyalty, satisfaction, and word-of-mouth in Iran’s higher education industry. Simple random sampling approach was employed, and data were collected through a questionnaire distributed among students of Kharazmi’s Faculty of Management in Tehran and analyzed by structural equation modeling using Smart PLS. The results revealed that perceived brand orientation has a positive impact on trust, loyalty, satisfaction, and word-of-mouth. Particularly, perceived brand orientation has a positive impact on perceived service quality. Besides, the relationship between perceived service quality, trust, satisfaction, and word-of-mouth was confirmed.

Keywords: Perceived brand orientation; Perceived service quality; Trust; Loyalty; Satisfaction; Word-of-mouth (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://link.springer.com/10.1007/s40821-018-00115-4 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:eurasi:v:9:y:2019:i:3:d:10.1007_s40821-018-00115-4

Ordering information: This journal article can be ordered from
http://www.springer.com/economics/journal/40821

DOI: 10.1007/s40821-018-00115-4

Access Statistics for this article

Eurasian Business Review is currently edited by Marco Vivarelli

More articles in Eurasian Business Review from Springer, Eurasia Business and Economics Society Contact information at EDIRC.
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().