Relationship between service quality, ICT orientation and facebook usage with university brand image: mediating role of student satisfaction

Recently, branding policies and strategies have shifted from goods to other services, including education. Inculcation in marketing practices, intense competition among universities demands a distinctive brand image to gain competitive advantage. In higher education, brand building echoes more than...

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Main Author:	Shehzadi, Sidra
Format:	Thesis
Language:	eng eng
Published:	2021
Subjects:	T58.5-58.64 Information technology LB2300 Higher Education
Online Access:	https://etd.uum.edu.my/9535/1/depositpermission_s902757.pdf https://etd.uum.edu.my/9535/2/s902757_01.pdf
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id	my-uum-etd.9535
record_format	uketd_dc
spelling	my-uum-etd.95352022-06-26T01:42:20Z Relationship between service quality, ICT orientation and facebook usage with university brand image: mediating role of student satisfaction 2021 Shehzadi, Sidra Mustaffa, Che Su Joyce, Cheah Lynn-Sze Awang Had Salleh Graduate School of Arts & Sciences Awang Had Salleh Graduate School of Arts & Sciences T58.5-58.64 Information technology LB2300 Higher Education Recently, branding policies and strategies have shifted from goods to other services, including education. Inculcation in marketing practices, intense competition among universities demands a distinctive brand image to gain competitive advantage. In higher education, brand building echoes more than brand image and leaves knowledge gap for research. Therefore, this study aims to test the relationships of various dimensions of service quality, Information and communication technology (ICT) orientation, and Facebook usage on university brand image and students‟ satisfaction. It further scrutinizes mediating effect of students‟ satisfaction among these variables. This research is driven by the prepositions of organizational image management theory and SERVQUAL model. Subsequently, undergraduate students of four private universities were target population. The study used quantitative research methodology and survey questionnaire method was employed. Data was collected using stratified random sampling and PLS-SEM was used for statistical analysis. In addition, findings revealed that measurement model was found appropriate and acceptable based on satisfactory and sufficient evidence of reliability, convergent validity, and discriminant validity. Furthermore, after an assessment and testing of measurement and structural model, the results revealed that service quality, ICT orientation and Facebook usage had positive relationships towards university brand image and students‟ satisfaction. Moreover, students‟ satisfaction also significantly mediated the relationship among these variables. While, few relationships were found to be insignificant due to contextual factors and particular research settings. Conclusively, this study enriches the body of knowledge by integrating university provided services and its impacts on brand image of higher education institutions in Pakistan. It also provides guidelines to policy makers and other universities regarding building the brand image of their institutions effectively and contributes to marketing communication and branding in higher education context as well. 2021 Thesis https://etd.uum.edu.my/9535/ https://etd.uum.edu.my/9535/1/depositpermission_s902757.pdf text eng 2023-03-08 staffonly https://etd.uum.edu.my/9535/2/s902757_01.pdf text eng 2023-03-08 staffonly other doctoral Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Mustaffa, Che Su Joyce, Cheah Lynn-Sze
topic	T58.5-58.64 Information technology LB2300 Higher Education
spellingShingle	T58.5-58.64 Information technology LB2300 Higher Education Shehzadi, Sidra Relationship between service quality, ICT orientation and facebook usage with university brand image: mediating role of student satisfaction
description	Recently, branding policies and strategies have shifted from goods to other services, including education. Inculcation in marketing practices, intense competition among universities demands a distinctive brand image to gain competitive advantage. In higher education, brand building echoes more than brand image and leaves knowledge gap for research. Therefore, this study aims to test the relationships of various dimensions of service quality, Information and communication technology (ICT) orientation, and Facebook usage on university brand image and students‟ satisfaction. It further scrutinizes mediating effect of students‟ satisfaction among these variables. This research is driven by the prepositions of organizational image management theory and SERVQUAL model. Subsequently, undergraduate students of four private universities were target population. The study used quantitative research methodology and survey questionnaire method was employed. Data was collected using stratified random sampling and PLS-SEM was used for statistical analysis. In addition, findings revealed that measurement model was found appropriate and acceptable based on satisfactory and sufficient evidence of reliability, convergent validity, and discriminant validity. Furthermore, after an assessment and testing of measurement and structural model, the results revealed that service quality, ICT orientation and Facebook usage had positive relationships towards university brand image and students‟ satisfaction. Moreover, students‟ satisfaction also significantly mediated the relationship among these variables. While, few relationships were found to be insignificant due to contextual factors and particular research settings. Conclusively, this study enriches the body of knowledge by integrating university provided services and its impacts on brand image of higher education institutions in Pakistan. It also provides guidelines to policy makers and other universities regarding building the brand image of their institutions effectively and contributes to marketing communication and branding in higher education context as well.
format	Thesis
qualification_name	other
qualification_level	Doctorate
author	Shehzadi, Sidra
author_facet	Shehzadi, Sidra
author_sort	Shehzadi, Sidra
title	Relationship between service quality, ICT orientation and facebook usage with university brand image: mediating role of student satisfaction
title_short	Relationship between service quality, ICT orientation and facebook usage with university brand image: mediating role of student satisfaction
title_full	Relationship between service quality, ICT orientation and facebook usage with university brand image: mediating role of student satisfaction
title_fullStr	Relationship between service quality, ICT orientation and facebook usage with university brand image: mediating role of student satisfaction
title_full_unstemmed	Relationship between service quality, ICT orientation and facebook usage with university brand image: mediating role of student satisfaction
title_sort	relationship between service quality, ict orientation and facebook usage with university brand image: mediating role of student satisfaction
granting_institution	Universiti Utara Malaysia
granting_department	Awang Had Salleh Graduate School of Arts & Sciences
publishDate	2021
url	https://etd.uum.edu.my/9535/1/depositpermission_s902757.pdf https://etd.uum.edu.my/9535/2/s902757_01.pdf
_version_	1747828617186902016

Relationship between service quality, ICT orientation and facebook usage with university brand image: mediating role of student satisfaction

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