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

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  • Soni Sanjay
  • Govender Krishna

    (School of Management, IT and Governance, University of KwaZulu-Natal)

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.

Suggested Citation

  • Soni Sanjay & Govender Krishna, 2018. "The Relationship between Service Quality Dimensions and Brand Equity: Higher Education Students’ Perceptions," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 26(3), pages 71-87, September.
    • Handle: 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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    References listed on IDEAS

    as
    1. Ljiljana Kontic, 2014. "Measuring Service Quality in Higher Education: The Case of Serbia," Human Capital without Borders: Knowledge and Learning for Quality of Life; Proceedings of the Management, Knowledge and Learning International Conference 2014,, ToKnowPress.
    2. Netemeyer, Richard G. & Krishnan, Balaji & Pullig, Chris & Wang, Guangping & Yagci, Mehmet & Dean, Dwane & Ricks, Joe & Wirth, Ferdinand, 2004. "Developing and validating measures of facets of customer-based brand equity," Journal of Business Research, Elsevier, vol. 57(2), pages 209-224, February.
    3. Ashita Aggarwal Sharma & Vithala R. Rao & Sapna Popli, 2013. "Measuring consumer-based brand equity for Indian business schools," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 23(2), pages 175-203, July.
    4. Rina Makgosa & Boikanyo A. Molefhi, 2012. "Rebranding an Institution of Higher Education in Botswana," Business and Economic Research, Macrothink Institute, vol. 2(2), pages 1-13, December.
    5. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    6. Hemsley-Brown, Jane & Goonawardana, Shivonne, 2007. "Brand harmonization in the international higher education market," Journal of Business Research, Elsevier, vol. 60(9), pages 942-948, September.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    service quality; brand equity; service quality dimensions; higher education service quality;
    All these keywords.

    JEL classification:

    • I2 - Health, Education, and Welfare - - Education
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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