Brand orientation and service quality in online and offline environments: empirical examination in higher education

Riza Casidy

doi:10.1080/15332969.2014.916143

Brand orientation and service quality in online and offline environments: empirical examination in higher education

Riza Casidy^*

^*Corresponding author for this work

Research output: Contribution to journal › Article › peer-review

11 Citations (Scopus)

Abstract

This study examines the relationship between perceived brand orientation (PBO) and service quality (SERVQUAL) in both online and offline education environment. A total of 476 questionnaires were completed by undergraduate students of a particular university in Australia. Structural equation modeling was employed in this study to examine the associations between PBO and service quality (SERVQUAL). The "interaction" dimension of PBO is significantly related to all elements of SERVQUAL in both groups. The "affect" dimension is only significantly related to the "tangibles" dimension in the online groups and is not significantly related to all SERVQUAL dimension in the offline groups.

Original language	English
Pages (from-to)	236-254
Number of pages	19
Journal	Services Marketing Quarterly
Volume	35
Issue number	3
DOIs	https://doi.org/10.1080/15332969.2014.916143
Publication status	Published - 1 Jan 2014
Externally published	Yes

Keywords

brand orientation
educational services
higher education marketing
service quality
SERVQUAL

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10.1080/15332969.2014.916143

Cite this

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AB - This study examines the relationship between perceived brand orientation (PBO) and service quality (SERVQUAL) in both online and offline education environment. A total of 476 questionnaires were completed by undergraduate students of a particular university in Australia. Structural equation modeling was employed in this study to examine the associations between PBO and service quality (SERVQUAL). The "interaction" dimension of PBO is significantly related to all elements of SERVQUAL in both groups. The "affect" dimension is only significantly related to the "tangibles" dimension in the online groups and is not significantly related to all SERVQUAL dimension in the offline groups.

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Brand orientation and service quality in online and offline environments: empirical examination in higher education

Abstract

Keywords

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