Brand orientation and service quality in online and offline environment: An empirical examination

Riza Casidy*

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

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 ‘interaction’ dimension of PBO is significantly related to all elements of SERVQUAL in both sample groups, whereas the ‘affect’ dimension is only significantly related to the ‘tangibles’ dimension in the online sample groups, and not significantly related to any SERVQUAL elements in the offline sample groups.

Original languageEnglish
Title of host publicationLet’s get engaged! Crossing the threshold of marketing’s engagement era
Subtitle of host publicationProceedings of the 2014 Academy of Marketing Science (AMS) Annual Conference
EditorsMichael W. Obal, Nina Krey, Christian Bushardt
Place of PublicationCham
PublisherSpringer Nature Switzerland AG
Pages489
Number of pages1
ISBN (Electronic)9783319118154
ISBN (Print)9783319118147
DOIs
Publication statusPublished - 2016
Externally publishedYes
Event2014 Academy of Marketing Science (AMS) Annual Conference - Indianapolis, United States
Duration: 21 May 201423 May 2014

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Conference

Conference2014 Academy of Marketing Science (AMS) Annual Conference
Country/TerritoryUnited States
CityIndianapolis
Period21/05/1423/05/14

Keywords

  • Online Environment
  • PBO
  • Perceived Brand Orientation
  • SERVQUAL

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