Linking brand orientation with service quality, satisfaction, and positive word-of-mouth: evidence from the higher education sector

Riza Casidy*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

31 Citations (Scopus)

Abstract

Brand orientation has been recognized as having a positive impact on organizational performance in both commercial and nonprofit sectors. However, limited studies have examined the moderating effects of brand orientation in the nonprofit sector, particularly in the higher education context. This study attempts to examine the construct of brand orientation from the perspective of the students and examine its moderating role on the relationship between service quality, satisfaction, loyalty, and word-of-mouth (WOM) communication behavior. Two hundred and fifty-eight questionnaires were completed by undergraduate students of an Australian university. The study found that students' perception of a university's brand orientation significantly moderates the relationship between service quality, loyalty, and WOM communication behavior. Significant managerial and theoretical implications were identified.

Original languageEnglish
Pages (from-to)142-161
Number of pages20
JournalJournal of Nonprofit and Public Sector Marketing
Volume26
Issue number2
DOIs
Publication statusPublished - 1 Jan 2014
Externally publishedYes

Keywords

  • brand orientation
  • educational services
  • higher education marketing
  • service quality
  • student loyalty
  • student satisfaction
  • word-of-mouth communication

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