IDEAS home Printed from https://ideas.repec.org/a/spr/eurasi/v9y2019i3d10.1007_s40821-018-00115-4.html
   My bibliography  Save this article

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

Author

Listed:
  • Mohsen Ghobehei

    (Kharazmi University)

  • Faraz Sadeghvaziri

    (Kharazmi University)

  • Elham Ebrahimi

    (Institute for Humanities and Cultural Studies)

  • Khashayar Afshar Bakeshloo

    (Iowa State University)

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.

Suggested Citation

  • Mohsen Ghobehei & Faraz Sadeghvaziri & Elham Ebrahimi & Khashayar Afshar Bakeshloo, 2019. "The effects of perceived brand orientation and perceived service quality in the higher education sector," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 9(3), pages 347-365, September.
    • Handle: RePEc:spr:eurasi:v:9:y:2019:i:3:d:10.1007_s40821-018-00115-4
    DOI: 10.1007/s40821-018-00115-4
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s40821-018-00115-4
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s40821-018-00115-4?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Babin, Barry J. & Griffin, Mitch, 1998. "The nature of satisfaction: An updated examination and analysis," Journal of Business Research, Elsevier, vol. 41(2), pages 127-136, February.
    2. Claudio Hoffmann Sampaio & Marcelo Gattermann Perin & Cláudia Simões & Hamilton Kleinowski, 2012. "Students' trust, value and loyalty: evidence from higher education in Brazil," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 22(1), pages 83-100, June.
    3. Muhammad Anees-ur-Rehman & Ho Yin Wong & Mokter Hossain, 2016. "The progression of brand orientation literature in twenty years: A systematic literature review," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 612-630, November.
    4. Casidy, Riza, 2014. "The role of perceived market orientation in the higher education sector," Australasian marketing journal, Elsevier, vol. 22(2), pages 155-163.
    5. Samy Belaïd & Azza Temessek Behi, 2011. "The role of attachment in building consumer-brand relationships: an empirical investigation in the utilitarian consumption context," Post-Print hal-02180696, HAL.
    6. Beverly A. Browne & Dennis O. Kaldenberg & William G. Browne & Daniel J. Brown, 1998. "Student as Customer: Factors Affecting Satisfaction and Assessments of Institutional Quality," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 8(3), pages 1-14, July.
    7. Mohamed M. Mostafa, 2006. "A Comparison of SERVQUAL and I-P Analysis: Measuring and Improving Service Quality in Egyptian Private Universities," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 16(2), pages 83-104, March.
    8. Ewing, Michael T. & Napoli, Julie, 2005. "Developing and validating a multidimensional nonprofit brand orientation scale," Journal of Business Research, Elsevier, vol. 58(6), pages 841-853, June.
    9. Tenenhaus, Michel & Vinzi, Vincenzo Esposito & Chatelin, Yves-Marie & Lauro, Carlo, 2005. "PLS path modeling," Computational Statistics & Data Analysis, Elsevier, vol. 48(1), pages 159-205, January.
    10. Sergio W. Carvalho & Márcio de Oliveira Mota, 2010. "The role of trust in creating value and student loyalty in relational exchanges between higher education institutions and their students," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 20(1), pages 145-165, June.
    11. Grady Bruce & Rachel Edgington, 2008. "Factors Influencing Word-of-Mouth Recommendations by MBA Students: An Examination of School Quality, Educational Outcomes, and Value of the MBA," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 18(1), pages 79-101, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Mar Souto-Romero & Jorge Pelegrín-Borondo & Mario Arias-Oliva & Ala Ali Almahameed, 2024. "Consumer acceptance of robotic surgeons in health services," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-11, December.
    2. Irshad Hussain Sarki & Sarwar Mehmood Azhar & Niaz Ahmed Bhutto, 2021. "Students And Their Universities: Role Of Perceived Market Orientation On University Reputation," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 10(3), pages 277-285.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Fenfang Lin & Wai-Sum Siu, 2020. "Exploring brand management strategies in Chinese manufacturing industry," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 48-76, January.
    2. Leonilde Conceição Silva & Emerson Wagner Mainardes & Arilda Magna Campagnaro Teixeira & Lindemberg Costa Júnior, 2020. "Brand orientation of nonprofit organizations and its relationship with the attitude toward charity and donation intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(3), pages 353-373, September.
    3. Schmidt, Holger J. & Mason, Roger & Steenkamp, Pieter & Mugobo, Virimai, 2017. "Does brand orientation contribute to retailers’ success? An empirical study in the South African market," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 210-222.
    4. Sen Li & Yingying Shi & Lingling Wang & Enjun Xia, 2023. "A Bibliometric Analysis of Brand Orientation Strategy in Digital Marketing: Determinants, Research Perspectives and Evolutions," Sustainability, MDPI, vol. 15(2), pages 1-22, January.
    5. Lara Mendes Christ Bonella Sepulcri & Emerson Wagner Mainardes, 2023. "Elements that compose the non-profit BRAND orientation in an emerging country," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(1), pages 85-123, March.
    6. Annie Tubadji & Peter Nijkamp, 2015. "Cultural impact on regional development: application of a PLS-PM model to Greece," The Annals of Regional Science, Springer;Western Regional Science Association, vol. 54(3), pages 687-720, May.
    7. Marianela Denegri & María Baeza & Natalia Salinas-Oñate & Verónica Peñaloza & Horacio Miranda & Ligia Orellana, 2014. "Materialism in Pedagogy Students in Chile," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 117(2), pages 505-521, June.
    8. Linda Ronnie, 2015. "Motivations and challenges: The South African Masters in Business Administration (MBA) Experience," International Journal of Teaching and Education, International Institute of Social and Economic Sciences, vol. 3(1), pages 45-63, March.
    9. Debora Bettiga & Lucio Lamberti & Emanuele Lettieri, 2020. "Individuals’ adoption of smart technologies for preventive health care: a structural equation modeling approach," Health Care Management Science, Springer, vol. 23(2), pages 203-214, June.
    10. Vittadini, Giorgio & Minotti, Simona C. & Fattore, Marco & Lovaglio, Pietro G., 2007. "On the relationships among latent variables and residuals in PLS path modeling: The formative-reflective scheme," Computational Statistics & Data Analysis, Elsevier, vol. 51(12), pages 5828-5846, August.
    11. Adam Malešević & Dušan Barać & Dragan Soleša & Ema Aleksić & Marijana Despotović-Zrakić, 2021. "Adopting xRM in Higher Education: E-Services Outside the Classroom," Sustainability, MDPI, vol. 13(14), pages 1-20, July.
    12. Balaji, M.S. & Roy, Sanjit Kumar & Sadeque, Saalem, 2016. "Antecedents and consequences of university brand identification," Journal of Business Research, Elsevier, vol. 69(8), pages 3023-3032.
    13. Oubrich, Mourad & Hakmaoui, Abdelati & Benhayoun, Lamiae & Solberg Söilen, Klaus & Abdulkader, Bisan, 2021. "Impacts of leadership style, organizational design and HRM practices on knowledge hiding: The indirect roles of organizational justice and competitive work environment," Journal of Business Research, Elsevier, vol. 137(C), pages 488-499.
    14. Claudio Vitari & Elisabetta Raguseo, 2016. "Digital data, dynamic capability and financial performance: an empirical investigation in the era of Big Data," Post-Print halshs-01923271, HAL.
    15. Martins, José & Costa, Catarina & Oliveira, Tiago & Gonçalves, Ramiro & Branco, Frederico, 2019. "How smartphone advertising influences consumers' purchase intention," Journal of Business Research, Elsevier, vol. 94(C), pages 378-387.
    16. Amir Louizi & Radhouane Kammoun, 2016. "Evaluation of corporate governance systems by credit rating agencies," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 20(2), pages 363-385, June.
    17. Sengazhani Murugesan Vadivel & Aloysius Henry Sequeira & Robert Rajkumar Sakkariyas & Kirubaharan Boobalan, 2022. "Impact of lean service, workplace environment, and social practices on the operational performance of India post service industry," Annals of Operations Research, Springer, vol. 315(2), pages 2219-2244, August.
    18. Sangryeong Lee & Soo-Kyoung Lee & Jin-Woo Park, 2024. "The Effect of Service Quality and Sustainability Practices on Brand Equity: The Case of Korean Air Passengers," Sustainability, MDPI, vol. 16(11), pages 1-20, May.
    19. Faiz Muhammad Khuwaja & Waheed Ali Umrani & Sanober Salman Shaikh & Ammar Ahmed & Sanaullah Shar, 2019. "University Markor: A Context-Specific Scale to Measure Market-Orientation in Universities," SAGE Open, , vol. 9(2), pages 21582440198, June.
    20. Gupta, Prashant & Seetharaman, A. & Raj, John Rudolph, 2013. "The usage and adoption of cloud computing by small and medium businesses," International Journal of Information Management, Elsevier, vol. 33(5), pages 861-874.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:eurasi:v:9:y:2019:i:3:d:10.1007_s40821-018-00115-4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.