@inbook{8df0904aa064483ab578b3369cb911fa,
title = "Brand orientation and service quality in online and offline environment: An empirical examination",
abstract = "This study aims to examine the relationship between perceived brand orientation and service quality in online and offline education context. Four hundred and seventy-six 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 perceived brand orientation (PBO) and service quality (SERVQUAL). This study provides empirical evidence that perceived brand orientation has a positive and significant relationship with service quality in both online and offline course delivery. The {\textquoteleft}interaction{\textquoteright} dimension of PBO is significantly related to all elements of SERVQUAL in both sample groups, whereas the {\textquoteleft}affect{\textquoteright} dimension is only significantly related to the {\textquoteleft}tangibles{\textquoteright} dimension in the online sample groups, and not significantly related to any SERVQUAL elements in the offline sample groups.",
keywords = "Online Environment, PBO, Perceived Brand Orientation, SERVQUAL",
author = "Riza Casidy",
year = "2016",
doi = "10.1007/978-3-319-11815-4_143",
language = "English",
isbn = "9783319118147",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer Nature Switzerland AG",
pages = "489",
editor = "Obal, {Michael W.} and Nina Krey and Christian Bushardt",
booktitle = "Let{\textquoteright}s get engaged! Crossing the threshold of marketing{\textquoteright}s engagement era",
address = "Switzerland",
note = "2014 Academy of Marketing Science (AMS) Annual Conference ; Conference date: 21-05-2014 Through 23-05-2014",
}