The Relationship between Service Quality Dimensions and Brand Equity: Higher Education Students’ Perceptions

Soni Sanjay () and Govender Krishna ()
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Govender Krishna: School of Management, IT and Governance, University of KwaZulu-Natal

Journal of Management and Business Administration. Central Europe, 2018, vol. 26, issue 3, 71-87

Abstract: Purpose: Since the higher education environment has become highly competitive, the application of marketing principles to the education environment becomes increasingly evident. In order to attract new students and continue business, the institutional brand also gains on importance. Considering the scant literature on the influence of the perceptions of service quality dimensions on brand equity in general and higher education in particular, this exploratory study seeks to determine whether the SERVPERF dimensions of service quality make significant influencers of the overall brand equity of select (South African) universities, and whether the overall service quality significantly influences the overall brand equity.

Keywords: service quality; brand equity; service quality dimensions; higher education service quality (search for similar items in EconPapers)
JEL-codes: I2 M31 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:jmbace:v:26:y:2018:i:3:p:71-87:n:4

DOI: 10.7206/jmba.ce.2450-7814.236

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