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Central European Management Journal

Show issue
Year 2018 
Volume 26 
Issue 3

The Relationship between Service Quality Dimensions and Brand Equity: Higher Education Students’ Perceptions

Sanjay Soni
University of KwaZulu-Natal

Krishna Govender
University of KwaZulu-Natal

2018 26 (3) Central European Management Journal

DOI 10.7206/jmba.ce.2450-7814.236

Abstract

Purpose: Since the higher education environment has become highly competitive, the application of marketing principles to the education environment becomes increasingly evident. In order to attract new students and continue business, the institutional brand also gains on importance. Considering the scant literature on the influence of the perceptions of service quality dimensions on brand equity in general and higher education in particular, this exploratory study seeks to determine whether the SERVPERF dimensions of service quality make significant influencers of the overall brand equity of select (South African) universities, and whether the overall service quality significantly influences the overall brand equity.

Design: The authors conducted a survey among a judgmental sample of 400 students from two selected university campuses, using the SERVPERF scale. The data were analyzed with inferential statistical methods, such as multiple regression analysis, with the help of SPSS.

Findings: Tangibles and Empathy were significant and positive influencers of the students’ perception of the institutions’ overall brand equity and the overall service quality as a significant predictor of the overall brand equity. It also became evident that the overall service quality has a significant and positive influence on the overall brand equity when it comes to the students’ perceptions of the surveyed universities.

Implications: Tangibles and Empathy must be closely monitored and carefully managed, while the important role that service quality plays in the overall sense in increasing brand equity perceptions implies that – in the branding efforts of higher education institutions – management and leadership should pay particular attention to offering high levels of service quality to increase the value of their brands.

Research limitations: Only two campuses from one public higher education institution in South Africa was included in the survey, thus any generalization of the research findings must be circumspect.

Originality/value: Management and leadership of higher education institutions must know the service quality dimensions which promote the brand of the institution and manage them to promote a positive image of the institution since these are the dimensions of quality emphasized by the students.

References

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  51. Ailawadi, K., Lehmann, D. and Neslin, S. (2003). Revenue Premium as an Outcome Measure of Brand Equity. Journal of Marketing, 67: 1–17, https://doi.org/10.1509/jmkg.67.4.1.18688 [Google Scholar]
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  53. Bastedo, M. (2012). The Organisation of Higher Education: Managing Colleges for a New Era. Baltimore, USA: JHU Press. [Google Scholar]
  54. Blaikie, N. (2009). Designing social research: The logic of anticipation. Cambridge: Polity. [Google Scholar]
  55. Cant, M.C., Van, H.N. and Ngambi, H.C. (2010). Marketing management: A South African perspective. Cape Town, South Africa: Juta Academic. [Google Scholar]
  56. Chapleo, C. (2010). Branding a university: adding real value or ‘smoke and mirrors’? The Marketisation of Higher Education, 101. [Google Scholar]
  57. Christiansen, B., Turkina, E. and Williams, N. (2013). Cultural and technological influences on global business. Hershey PA: Business Science Reference, https://doi.org/10.4018/978-1-4666-3966-9 [Google Scholar]
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  61. Farquhar, P. (1989). Managing Brand Equity. Marketing Research: 24–33. [Google Scholar]
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  63. He, H. and Li, Y. (2011). Key service drivers for high-tech service brand equity: The mediating role of overall service quality and perceived value. Journal of Marketing Management, 27(1–2): 77–79. [Google Scholar]
  64. Hemsley-Brown, J. and Goonawardana, S. (2007). Brand harmonization on the international higher education. Journal of Business Research, 60(9): 942–948, https://doi.org/10.1016/j.jbusres.2007.01.019 [Google Scholar]
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  72. Menon, M., Terklz, D. and Gibbs, P. (2014). Using Data to Improve Higher Education: Research, Policy and Practice. Springer, https://doi.org/10.1007/978-94-6209-794-0 [Google Scholar]
  73. Mertova, P. and Nair, C.S. (2011). Student Feedback: The Cornerstone to an Effective Quality Assurance System in Higher Education. Oxford England: Chandos Publishing. [Google Scholar]
  74. Mitra, J. and Edmondson, J. (2015). Entrepreneurship and Knowledge Exchange. New York: Routledge. [Google Scholar]
  75. Mitsis, A. (2007). Antecedents to student-based brand equity: student brand Loyalty and perceived quality in higher education (Doctoral Dissertation). Retrieved from Victoria University (Melbourne, Vic.). [Google Scholar]
  76. Naidoo, V. and Mutinta, G. (2014). An Investigation into Service Quality delivery at the University of KwaZulu-Natal. Journal of Social Science, 38(3): 219–229, https://doi.org/10.1080/09718923.2014.11893252 [Google Scholar]
  77. Nair, C.S. (2010). Leadership and management of quality in higher education. Oxford: Chandos Publishing, https://doi.org/10.1533/9781780630373 [Google Scholar]
  78. Netemeyer, R., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D. and Wirth, F. (2004). Developing and Validating Measures of Facets of Customer-based Brand Equity. Journal of Business Research, 57: 209–224, https://doi.org/10.1016/S0148-2963(01)00303-4 [Google Scholar]
  79. Pretorius, L. (2007). The Impact of Branding and Brand Equity On The Tshwane University Of Technology (Masters Dissertation). Tshwane: Tshwane University of Technology. [Google Scholar]
  80. Radder, L. and Han, X. (2009). Service Quality of On-campus Student Housing: A South African Experience. International Business and Economics Research Journal, 11: 107–120. [Google Scholar]
  81. Ramaswamy, V.S. and Namakumari, S. (2009). Marketing management: Global perspective, Indian context. Delhi: Macmillan. [Google Scholar]
  82. Ramli, M.F., Othman, A.R. and Salleh, S.M (2015). Perceived Quality and Loyalty Towards PubHEI’s of International Students in Malaysia’s. Understanding the Role of Emotional Attachment as a Mediator. International Journal of Administration and Governance, 1(4): 51–57. [Google Scholar]
  83. Ramsden, P. (2008). The future of higher education teaching and the student experience. The Higher Education Academy, http: //www.heacademy.ac.uk/ [Google Scholar]
  84. Sekaran, U. and Bougie, R. (2010). Research methods for business: A skill-building approach. Chichester: Wiley. [Google Scholar]
  85. Spotts, H.E. (2014). Marketing, technology and customer commitment in the new economy. Proceedings of the 2005 Academy of Marketing Science (AMS) Annual Conference. Tempa, Florida. [Google Scholar]
  86. Subramaniam, A., Mamun, A., Permarupan, P. and Zainol, N. (2014). Effects of Brand Loyalty, Image and Quality on Brand Equity: A Study among Bank of Islam Consumers in Kelantan, Malaysia. Asian Social Science, 10(14): 67–73, https://doi.org/10.5539/ass.v10n14p67 [Google Scholar]
  87. Sultan, P. and Wong, H.Y. (2011). Service Quality in a Higher Education Context: Antecedents and dimensions. International Review of Business Research Papers, 7(2): 11–20. [Google Scholar]
  88. Tong, X. and Hawley, J. (2009). Measuring Customer-based Brand Equity: Empirical Evidence from the Sportswear Market in China. Journal of Product and Brand Management, 18(4): 262–271, https://doi.org/10.1108/10610420910972783 [Google Scholar]
  89. van Schalkwyk, R.D. and Steenkamp, R.J. (2014). The Exploration of Service Quality and its Measurement for Private Higher Education Institutions. Southern African Business Review, 18(2): 83–107. [Google Scholar]
  90. Vukasovič, T. (2015). Managing Consumer-Based Brand Equity in Higher Education. International Research Journal, 13(1): 75–90. [Google Scholar]
  91. Wang, J. (2012). Advancing the Service Sector with Evolving Technologies: Techniques and Principles. Hershey, PA: Business Science Reference, https://doi.org/10.4018/978-1-4666-0044-7 [Google Scholar]
  92. Washburn, J. and Plank, R. (2002). Measuring Brand Equity: An Evaluation of a Consumer-based Brand Equity Scale. Journal of Marketing Theory and Practice, 10(1): 46–62, https://doi.org/10.1080/10696679.2002.11501909 [Google Scholar]
  93. Yoo, B. and Donthu, N. (2001). Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale. Journal of Business Research, 52(1): 1–14, https://doi.org/10.1016/S0148-2963(99)00098-3 [Google Scholar]
  94. Zeithaml, V., Bitner, M., and Gremler, D. (2009). Services Marketing – Integrating Customer Focus Across the Firm. Singapore: McGraw-Hill. [Google Scholar]
  95. Aaker, D. (2009). Managing Brand Equity. New York: Simon and Schuster. [Google Scholar]
  96. Abouchedid, K. and Nasser, R. (2002). Assuring quality service in higher education: registration and advising attitudes in a private university in Lebanon. Quality Assurance in Education: 198–206, https://doi.org/10.1108/09684880210446866 [Google Scholar]
  97. Aggarwal Sharma, A., Rao, V.R. and Popli, S. (2013). Measuring consumer-based brand equity for Indian business schools. Journal of Marketing for Higher Education, 23(2): 175–203, https://doi.org/10.1080/08841241.2013.866609 [Google Scholar]
  98. Ailawadi, K., Lehmann, D. and Neslin, S. (2003). Revenue Premium as an Outcome Measure of Brand Equity. Journal of Marketing, 67: 1–17, https://doi.org/10.1509/jmkg.67.4.1.18688 [Google Scholar]
  99. Badat, S. and Sayed, Y. (2014). Post-1994 South African education the challenge of social justice. The ANNALS of the American Academy of Political and Social Science, 652(1): 127–148, https://doi.org/10.1177/0002716213511188 [Google Scholar]
  100. Bastedo, M. (2012). The Organisation of Higher Education: Managing Colleges for a New Era. Baltimore, USA: JHU Press. [Google Scholar]
  101. Blaikie, N. (2009). Designing social research: The logic of anticipation. Cambridge: Polity. [Google Scholar]
  102. Cant, M.C., Van, H.N. and Ngambi, H.C. (2010). Marketing management: A South African perspective. Cape Town, South Africa: Juta Academic. [Google Scholar]
  103. Chapleo, C. (2010). Branding a university: adding real value or ‘smoke and mirrors’? The Marketisation of Higher Education, 101. [Google Scholar]
  104. Christiansen, B., Turkina, E. and Williams, N. (2013). Cultural and technological influences on global business. Hershey PA: Business Science Reference, https://doi.org/10.4018/978-1-4666-3966-9 [Google Scholar]
  105. Cronin, J. J. and Taylor, S. (1994). SERVPERF versus SERVQUAL: reconciling performance-based and perceptions minus-expectations measurement of service quality. Journal of Marketing, 58(1): 125–131, https://doi.org/10.2307/1252256 [Google Scholar]
  106. Denscombe, M. (2014). Good research guide: For small-scale social research projects. Maidenhead, England: McGraw-Hill/Open University Press. [Google Scholar]
  107. Dumansky, T. (2013). Empathy and Teaching. Retrieved November 2, 2015, from Yale Teaching Centre (Centre for Teaching and Learning), Accessed 1 November 2017, http: //yalegtc.blogspot.co.za/2013/12/empathy-and-teaching.html [Google Scholar]
  108. Farquhar, P. (1989). Managing Brand Equity. Marketing Research: 24–33. [Google Scholar]
  109. Gbadamosi, G. and de Jager, J. (2008). Measuring service quality in South African Higher Education: Developing a Multidimensional Scale. Spain: Global Business and Technology Association: 8–12. [Google Scholar]
  110. He, H. and Li, Y. (2011). Key service drivers for high-tech service brand equity: The mediating role of overall service quality and perceived value. Journal of Marketing Management, 27(1–2): 77–79. [Google Scholar]
  111. Hemsley-Brown, J. and Goonawardana, S. (2007). Brand harmonization on the international higher education. Journal of Business Research, 60(9): 942–948, https://doi.org/10.1016/j.jbusres.2007.01.019 [Google Scholar]
  112. Kajan, E., Dorloff, F.-D. and Bedini, I. (2012). Handbook of research on e-business standards and protocols: Documents, data, and advanced web technologies. Hershey PA: Business Science Reference, https://doi.org/10.4018/978-1-4666-0146-8 [Google Scholar]
  113. Keller, K. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1): 1–22, https://doi.org/10.2307/1252054 [Google Scholar]
  114. Kontic, L. (2014). Measuring Service Quality in Higher Education: The Case of Serbia. In Human Capital without Borders: Knowledge and Learning for Quality of Life. Proceedings of the Manage ment, Knowledge and Learning International Conference 2014. ToKnowPress: 645–654. [Google Scholar]
  115. Kuo, Y.K. and Ye, K.D. (2009). The Causal Relationship between Service Quality, Corporate Image and Adults’ Learning Satisfaction and Loyalty: A Study of Professional Training Programmes in a Taiwanese Vocational Institute. Total Quality Management, 20(7): 749–762, https://doi.org/10.1080/14783360903037085 [Google Scholar]
  116. Lee, G. and Leh, F. (2011). Dimensions of Customer-Based Brand Equity: A Study on Malaysian Brands. Journal of Marketing Research and Case Studies: 1–10, https://doi.org/10.5171/2011.821981 [Google Scholar]
  117. Makgosa, R. and Molefhi, B.A. (2012). Rebranding an Institution of Higher Education in Botswana. Business and Economic Research, 2(2): 25–39, https://doi.org/10.5296/ber.v2i2.1926 [Google Scholar]
  118. Marrs, M., Gajos, R. and Pinar, M. (2011). Utilizing Brand Audit to Develop a University Brand: A Case Study. ASBBS Annual Conference (pp. 964–975). Las Vegas: Proceedings of ASBBS. [Google Scholar]
  119. Menon, M., Terklz, D. and Gibbs, P. (2014). Using Data to Improve Higher Education: Research, Policy and Practice. Springer, https://doi.org/10.1007/978-94-6209-794-0 [Google Scholar]
  120. Mertova, P. and Nair, C.S. (2011). Student Feedback: The Cornerstone to an Effective Quality Assurance System in Higher Education. Oxford England: Chandos Publishing. [Google Scholar]
  121. Mitra, J. and Edmondson, J. (2015). Entrepreneurship and Knowledge Exchange. New York: Routledge. [Google Scholar]
  122. Mitsis, A. (2007). Antecedents to student-based brand equity: student brand Loyalty and perceived quality in higher education (Doctoral Dissertation). Retrieved from Victoria University (Melbourne, Vic.). [Google Scholar]
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APA style

Soni, S. , & Govender, K. . (2018). The Relationship between Service Quality Dimensions and Brand Equity: Higher Education Students’ Perceptions. Central European Management Journal, 26(3), 71-87. https://doi.org/10.7206/jmba.ce.2450-7814.236 (Original work published 2018)

MLA style

Soni, S. , and K. Govender. “The Relationship Between Service Quality Dimensions And Brand Equity: Higher Education Students’ Perceptions”. 2018. Central European Management Journal, vol. 26, no. 3, 2018, pp. 71-87.

Chicago style

Soni, Sanjay , and Krishna Govender. “The Relationship Between Service Quality Dimensions And Brand Equity: Higher Education Students’ Perceptions”. Central European Management Journal, Central European Management Journal, 26, no. 3 (2018): 71-87. doi:10.7206/jmba.ce.2450-7814.236.