The impact of perceived service quality on brand performance at universities in Ho Chi Minh City
Main Article Content
Abstract
The purpose of this study is to examine the effect of perceived service quality on university’s brand performance along with the mediating role of student’s satisfaction. To achieve this purpose, the authors use mix method of research that combines quantitative and qualitative methods. The data was analyzed using Partial Least Square - Structural Equation Modeling (PLS-SEM) with 703 students from 4 universities in Ho Chi Minh City. The results show that perceived service quality is a second-order construct, directly effected on UniBrand performance of the university, and the role partial mediating of satisfaction make the universities brand performance to be enhance. The current study is expected to be an important contribution to the literature and practice as it provides useful implications that how brand performance can built successfully delivers sustainable competitive advantage in higher education market.
Article Details
Keywords
Perceived service quality, Brand performance, Satisfaction
References
Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing science, 12(2), 125-143.
Alves, H., & Raposo, M. (2007). Student satisfaction index in Portuguese public higher education. Service Industries Journal, 27(6), 795–808. https://doi.org/10.1080/02642060701453288
Alwi, S., Che-Ha, N., Nguyen, B., Ghazali, E. M., Mutum, D. M., & Kitchen, P. J. (2019). Projecting university brand image via satisfaction and behavioral response: Perspectives from UK-based Malaysian students. Qualitative Market Research, 23(1), https://doi.org/10.1108/QMR-12-2017-0191
Annamdevula, S., & Bellamkonda, R. S. (2016). Effect of student perceived service quality on student satisfaction, loyalty and motivation in Indian universities: Development of HiEduQual. Journal of Modelling in Management, 11(2), 488–517. https://doi.org/10.1108/JM2-01-2014-0010
Brown, R. M., & Mazzarol, T. W. (2009). The importance of institutional image to student satisfaction and loyalty within higher education. Higher Education, 58(1), 81–95. https://doi.org/10.1007/s10734-008-9183-8
Chaudhary, M. A., Chaudhary, N. I., & Ali, A. Z. (2020). Enhancing university’s brand performance during the COVID-19 outbreak: The role of ICT orientation, perceived service quality, trust, and student’s satisfaction. Pakistan Journal of Commerce and Social Science, 14(3), 629–651.
Chaudhuri, Ha., & Holbrook, M. B. (2001). The Chain and to Brand Performance : The Role of Brand Loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/https://doi.org/10.1509/jmkg.65.2.81.18255
Chen, Y.-C. (2016). The Impact of Marketing Strategies and Satisfaction on Student Loyalty: A Structural Equation Model Approach. International Education Studies, 9(8), 94. https://doi.org/10.5539/ies.v9n8p94
Lovemore Chikazhe , Charles Makanyeza & Nicholas Z. Kakava (2020): The effect of perceived service quality, satisfaction and loyalty on perceived job performance: perceptions of university graduates, Journal of Marketing for Higher Education, DOI: 10.1080/08841241.2020.1793442
Cohen, J. (1988). Statistical power for the social sciences. Hillsdale, NJ: Laurence Erlbaum and Associates.
Doyle, P. (1990). Building successful brands: The strategic options. Journal of Consumer Marketing. https://doi.org/10.1108/EUM0000000002572
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hanssen, T.-E. S., & Solvoll, G. (2015). The importance of university facilities for student satisfaction at a Norwegian University. Facilities, 33(13/14), 744–759.
Hemsley-Brown, J., Melewar, T. C., Nguyen, B., & Wilson, E. J. (2016). Exploring brand identity, meaning, image, and reputation (BIMIR) in higher education: A special section. Journal of Business Research, 69(8), 3019–3022. https://doi.org/10.1016/j.jbusres.2016.01.016
Keller, K. L. (2020). Leveraging secondary associations to build brand equity: theoretical perspectives and practical applications. International Journal of Advertising, 39(4), 448–465. https://doi.org/10.1080/02650487.2019.1710973
Keller, K. L., Parameswaran, A. M. G., & Jacob, I. (2015). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (4th Edition). Pearson India Education Services.
Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity (Issue 5th Edition). Harlow: Pearson.
Ko, W.-H., & Chung, F.-M. (2014). Teaching Quality, Learning Satisfaction, and Academic Performance among Hospitality Students in Taiwan. World Journal of Education, 4(5). https://doi.org/10.5430/wje.v4n5p11
Kumar, T. P., Priyadarsini, M. K., & Soundarapandiyan, K. (2019). A study on impact of students perceived service quality on brand performance of self-financing engineering institutions. International Journal of Society Systems Science, 11(1), 17. https://doi.org/10.1504/ijsss.2019.10019457
Leon G. Schiffman, & Wisenblit, J. (2019). Consumer Behavior (Issue Twelfth Edition). In New Jersey : Pearson Education.
Mangold, W. G., Miller, F., & Brockway, G. R. (1999). Word-of-mouth communication in the service marketplace. Journal of Services Marketing, 13(1), 73-89.
Molinillo, S., Ekinci, Y., & Japutra, A. (2019). A consumer-based brand performance model for assessing brand success. International Journal of Market Research, 61(1), 93–110. https://doi.org/10.1177/1470785318762990
O’Cass, A., & Ngo, L. V. (2007). Balancing external adaptation and internal effectiveness: Achieving better brand performance. Journal of Business Research, 60(1), 11–20. https://doi.org/10.1016/j.jbusres.2006.08.003
O’Neill, J. W., Mattila, A. S., & Xiao, Q. (2006). Hotel Guest Satisfaction and Brand Performance: The Effect of Franchising Strategy. Journal of Quality Assurance in Hospitality & Tourism, 7(3), 25–39. https://doi.org/10.1300/J162v07n03
Oliveira-Castro, J. M., Foxall, G. R., James, V. K., Pohl, R. H. B. F., Dias, M. B., & Chang, S. W. (2008). Consumer-based brand equity and brand performance. Service Industries Journal, 28(4), 445–461. https://doi.org/10.1080/02642060801917554
Panda, S., Pandey, S. C., Bennett, A., & Tian, X. (2019). University brand image as competitive advantage: a two-country study. International Journal of Educational Management, 33(2), 234–251. https://doi.org/10.1108/IJEM-12-2017-0374
Parasuraman, A., & Grewal, D. (2000). The impact of technology on the quality-value-loyalty chain: A research agenda. Journal of the Academy of Marketing Science, 28(1), 168–174. https://doi.org/10.1177/0092070300281015
Rolfe, H. (2002). Students’ Demands and Expectations in an Age of Reduced Financial Support: The perspectives of lecturers in four English universities. Journal of Higher Education Policy and Management, 24(2), 171–182. https://doi.org/10.1080/1360080022000013491
Shue, C. M., & Falahat, M. (2018). An integrated model of perceived quality in the brand performance of higher education institution. Advanced Science Letters. https://doi.org/10.1166/asl.2017.7680
Song, H. J., Wang, J. H., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79(December 2018), 50–59. https://doi.org/10.1016/j.ijhm.2018.12.011
Stukalina, Y. (2010). Using quality management procedures in education: Managing the learner‐centered educational environment. Technological and Economic Development of Economy, 16(1), 75–93. https://doi.org/10.3846/tede.2010.05
Subrahmanyam, A. (2017). Relationship between service quality, satisfaction, motivation and loyalty: A multi-dimensional perspective. Quality Assurance in Education, 25(2), 171–188. https://doi.org/10.1108/QAE-04-2013-0016
Sultan, P., & Wong, H. Y. (2014). An integrated-process model of service quality, institutional brand and behavioural intentions. Archeologicke Rozhledy, 64(3), 391–442. https://doi.org/10.1108/MSQ-01-2014-0007
Sultan, P., & Wong, H. Y. (2019). How service quality affects university brand performance, university brand image and behavioural intention: the mediating effects of satisfaction and trust and moderating roles of gender and study mode. Journal of Brand Management, 26(3), 332–347. https://doi.org/10.1057/s41262-018-0131-3
Thúy, V. T. N. (2016). Hình ảnh thương hiệu trường đại học trong tâm trí của người học. Tạp Chí Khoa Học Đại Học Mở TP.HCM, 50(5), 76–86. https://journalofscience.ou.edu.vn/index.php/econ-vi/article/view/638
Trung, B., Mung, D. T., & Trang, C. T. Q. (2020). Perceived service quality affecting to university brand performance : a case study of University of Finance – Marketing [Paper presentation]. UEH International Conference on Business and Finance 2020. https://icbf2020.sciencesconf.org/program/details/print/page
Zhang, T., Yan, X., Wang, W. Y. C., & Chen, Q. (2021). Unveiling physicians’ personal branding strategies in online healthcare service platforms. Technological Forecasting and Social Change, 171(April 2020), 120964. https://doi.org/10.1016/j.techfore.2021.120964.
Alves, H., & Raposo, M. (2007). Student satisfaction index in Portuguese public higher education. Service Industries Journal, 27(6), 795–808. https://doi.org/10.1080/02642060701453288
Alwi, S., Che-Ha, N., Nguyen, B., Ghazali, E. M., Mutum, D. M., & Kitchen, P. J. (2019). Projecting university brand image via satisfaction and behavioral response: Perspectives from UK-based Malaysian students. Qualitative Market Research, 23(1), https://doi.org/10.1108/QMR-12-2017-0191
Annamdevula, S., & Bellamkonda, R. S. (2016). Effect of student perceived service quality on student satisfaction, loyalty and motivation in Indian universities: Development of HiEduQual. Journal of Modelling in Management, 11(2), 488–517. https://doi.org/10.1108/JM2-01-2014-0010
Brown, R. M., & Mazzarol, T. W. (2009). The importance of institutional image to student satisfaction and loyalty within higher education. Higher Education, 58(1), 81–95. https://doi.org/10.1007/s10734-008-9183-8
Chaudhary, M. A., Chaudhary, N. I., & Ali, A. Z. (2020). Enhancing university’s brand performance during the COVID-19 outbreak: The role of ICT orientation, perceived service quality, trust, and student’s satisfaction. Pakistan Journal of Commerce and Social Science, 14(3), 629–651.
Chaudhuri, Ha., & Holbrook, M. B. (2001). The Chain and to Brand Performance : The Role of Brand Loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/https://doi.org/10.1509/jmkg.65.2.81.18255
Chen, Y.-C. (2016). The Impact of Marketing Strategies and Satisfaction on Student Loyalty: A Structural Equation Model Approach. International Education Studies, 9(8), 94. https://doi.org/10.5539/ies.v9n8p94
Lovemore Chikazhe , Charles Makanyeza & Nicholas Z. Kakava (2020): The effect of perceived service quality, satisfaction and loyalty on perceived job performance: perceptions of university graduates, Journal of Marketing for Higher Education, DOI: 10.1080/08841241.2020.1793442
Cohen, J. (1988). Statistical power for the social sciences. Hillsdale, NJ: Laurence Erlbaum and Associates.
Doyle, P. (1990). Building successful brands: The strategic options. Journal of Consumer Marketing. https://doi.org/10.1108/EUM0000000002572
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hanssen, T.-E. S., & Solvoll, G. (2015). The importance of university facilities for student satisfaction at a Norwegian University. Facilities, 33(13/14), 744–759.
Hemsley-Brown, J., Melewar, T. C., Nguyen, B., & Wilson, E. J. (2016). Exploring brand identity, meaning, image, and reputation (BIMIR) in higher education: A special section. Journal of Business Research, 69(8), 3019–3022. https://doi.org/10.1016/j.jbusres.2016.01.016
Keller, K. L. (2020). Leveraging secondary associations to build brand equity: theoretical perspectives and practical applications. International Journal of Advertising, 39(4), 448–465. https://doi.org/10.1080/02650487.2019.1710973
Keller, K. L., Parameswaran, A. M. G., & Jacob, I. (2015). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (4th Edition). Pearson India Education Services.
Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity (Issue 5th Edition). Harlow: Pearson.
Ko, W.-H., & Chung, F.-M. (2014). Teaching Quality, Learning Satisfaction, and Academic Performance among Hospitality Students in Taiwan. World Journal of Education, 4(5). https://doi.org/10.5430/wje.v4n5p11
Kumar, T. P., Priyadarsini, M. K., & Soundarapandiyan, K. (2019). A study on impact of students perceived service quality on brand performance of self-financing engineering institutions. International Journal of Society Systems Science, 11(1), 17. https://doi.org/10.1504/ijsss.2019.10019457
Leon G. Schiffman, & Wisenblit, J. (2019). Consumer Behavior (Issue Twelfth Edition). In New Jersey : Pearson Education.
Mangold, W. G., Miller, F., & Brockway, G. R. (1999). Word-of-mouth communication in the service marketplace. Journal of Services Marketing, 13(1), 73-89.
Molinillo, S., Ekinci, Y., & Japutra, A. (2019). A consumer-based brand performance model for assessing brand success. International Journal of Market Research, 61(1), 93–110. https://doi.org/10.1177/1470785318762990
O’Cass, A., & Ngo, L. V. (2007). Balancing external adaptation and internal effectiveness: Achieving better brand performance. Journal of Business Research, 60(1), 11–20. https://doi.org/10.1016/j.jbusres.2006.08.003
O’Neill, J. W., Mattila, A. S., & Xiao, Q. (2006). Hotel Guest Satisfaction and Brand Performance: The Effect of Franchising Strategy. Journal of Quality Assurance in Hospitality & Tourism, 7(3), 25–39. https://doi.org/10.1300/J162v07n03
Oliveira-Castro, J. M., Foxall, G. R., James, V. K., Pohl, R. H. B. F., Dias, M. B., & Chang, S. W. (2008). Consumer-based brand equity and brand performance. Service Industries Journal, 28(4), 445–461. https://doi.org/10.1080/02642060801917554
Panda, S., Pandey, S. C., Bennett, A., & Tian, X. (2019). University brand image as competitive advantage: a two-country study. International Journal of Educational Management, 33(2), 234–251. https://doi.org/10.1108/IJEM-12-2017-0374
Parasuraman, A., & Grewal, D. (2000). The impact of technology on the quality-value-loyalty chain: A research agenda. Journal of the Academy of Marketing Science, 28(1), 168–174. https://doi.org/10.1177/0092070300281015
Rolfe, H. (2002). Students’ Demands and Expectations in an Age of Reduced Financial Support: The perspectives of lecturers in four English universities. Journal of Higher Education Policy and Management, 24(2), 171–182. https://doi.org/10.1080/1360080022000013491
Shue, C. M., & Falahat, M. (2018). An integrated model of perceived quality in the brand performance of higher education institution. Advanced Science Letters. https://doi.org/10.1166/asl.2017.7680
Song, H. J., Wang, J. H., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79(December 2018), 50–59. https://doi.org/10.1016/j.ijhm.2018.12.011
Stukalina, Y. (2010). Using quality management procedures in education: Managing the learner‐centered educational environment. Technological and Economic Development of Economy, 16(1), 75–93. https://doi.org/10.3846/tede.2010.05
Subrahmanyam, A. (2017). Relationship between service quality, satisfaction, motivation and loyalty: A multi-dimensional perspective. Quality Assurance in Education, 25(2), 171–188. https://doi.org/10.1108/QAE-04-2013-0016
Sultan, P., & Wong, H. Y. (2014). An integrated-process model of service quality, institutional brand and behavioural intentions. Archeologicke Rozhledy, 64(3), 391–442. https://doi.org/10.1108/MSQ-01-2014-0007
Sultan, P., & Wong, H. Y. (2019). How service quality affects university brand performance, university brand image and behavioural intention: the mediating effects of satisfaction and trust and moderating roles of gender and study mode. Journal of Brand Management, 26(3), 332–347. https://doi.org/10.1057/s41262-018-0131-3
Thúy, V. T. N. (2016). Hình ảnh thương hiệu trường đại học trong tâm trí của người học. Tạp Chí Khoa Học Đại Học Mở TP.HCM, 50(5), 76–86. https://journalofscience.ou.edu.vn/index.php/econ-vi/article/view/638
Trung, B., Mung, D. T., & Trang, C. T. Q. (2020). Perceived service quality affecting to university brand performance : a case study of University of Finance – Marketing [Paper presentation]. UEH International Conference on Business and Finance 2020. https://icbf2020.sciencesconf.org/program/details/print/page
Zhang, T., Yan, X., Wang, W. Y. C., & Chen, Q. (2021). Unveiling physicians’ personal branding strategies in online healthcare service platforms. Technological Forecasting and Social Change, 171(April 2020), 120964. https://doi.org/10.1016/j.techfore.2021.120964.
Most read articles by the same author(s)
- Nguyen Thi Thuy Giang, Tran Thi Tra Giang, Nguyen Thi Huyen, Bui Thi To Loan, Nguyen Tran Tu Anh, The impact of service quality on brand image and the students’ behavioral intention: The case of University Finance – Marketing , Journal of Finance and Marketing: No. 67 (2022)
- Nguyen Thi Thuy Giang , Phan Thi Hang Nga, The influence of information systems on student satisfaction: A study of perceived ease of use and perceived usefulness , Journal of Finance and Marketing: No. 80 (2024)