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 journalArticle

8 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 languageEnglish
Pages (from-to)236-254
Number of pages19
JournalServices Marketing Quarterly
Volume35
Issue number3
DOIs
Publication statusPublished - 1 Jan 2014
Externally publishedYes

Keywords

  • brand orientation
  • educational services
  • higher education marketing
  • service quality
  • SERVQUAL

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