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Service quality in a higher education context : an integrated model

Sultan, Parves and Wong, Ho Yin 2012, Service quality in a higher education context : an integrated model, Asia pacific journal of marketing and logistics, vol. 24, no. 5, pp. 755-784.

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Title Service quality in a higher education context : an integrated model
Author(s) Sultan, Parves
Wong, Ho Yin
Journal name Asia pacific journal of marketing and logistics
Volume number 24
Issue number 5
Start page 755
End page 784
Total pages 30
Publisher Emerald Group Publishing
Place of publication Bingley, England
Publication date 2012
ISSN 1355-5855
Keyword(s) service quality
customer services quality
brands
higher education
trust
satisfaction
image
communication
past experience
Summary Purpose – The aim of this study is to develop and empirically test an integrated model incorporating the antecedents and consequences of service quality in a higher education context.

Design/methodology/approach – This research employed both qualitative and quantitative research methods. The data from three focus groups, conducted at the Central Queensland University (CQU), Rockhampton, Australia, generated key themes and their interrelationships. The theoretical model was then tested using structural equation modelling technique on a sample of 528 university students.

Findings – The findings show that information (marketing communications) is more statistically significant than past experience as the antecedents of service quality. The consequences of service quality are composed of trust, satisfaction, and image. Overall, the results suggest a good validity of the theoretical model and the key paths in the model are found statistically significant, except past experience affecting service quality.

Originality/value – The model provides a good explanation of a university brand image, and perceived service quality was found playing an important role in this model. Universities intending to enhance their image are encouraged to consider focusing their efforts on marketing communication information, service quality, student satisfaction and trust.
Language eng
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
Persistent URL http://hdl.handle.net/10536/DRO/DU:30049370

Document type: Journal Article
Collections: Faculty of Business and Law
Deakin Graduate School of Business
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Created: Wed, 07 Nov 2012, 14:50:48 EST by Beatrice Fitzgerald