Brand Orientation and Service Quality in Online and Offline Environments: Empirical Examination in Higher Education

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...

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Bibliographic Details
Published inServices marketing quarterly Vol. 35; no. 3; pp. 236 - 254
Main Author Casidy, Riza
Format Journal Article
LanguageEnglish
Published Binghamton Routledge 2014
Taylor & Francis LLC
Subjects
brand orientation
Distance education
Educational marketing
Educational quality
educational services
Face to face education
Higher education
higher education marketing
Mathematical models
Online learning
Open Universities Australia
Perceptions
Postsecondary education
Quality of service
service quality
SERVQUAL
Student perceptions
Student university relationship
Studies
Undergraduate students
University students
Australia
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Summary: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.
Bibliography:Refereed article. Includes bibliographical references.
Services Marketing Quarterly; v.35 n.3 p.236-254; 2014
ISSN:1533-2969
1533-2977
DOI:10.1080/15332969.2014.916143