Brand orientation and service quality in online and offline environments: empirical examination in higher education

Casidy, Riza 2014, Brand orientation and service quality in online and offline environments: empirical examination in higher education, Services marketing quarterly, vol. 35, no. 3, pp. 236-254, doi: 10.1080/15332969.2014.916143.

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Title Brand orientation and service quality in online and offline environments: empirical examination in higher education
Author(s) Casidy, RizaORCID iD for Casidy, Riza orcid.org/0000-0002-6836-245X
Journal name Services marketing quarterly
Volume number 35
Issue number 3
Start page 236
End page 254
Total pages 15
Publisher Routledge
Place of publication Philadelphia, P. A.
Publication date 2014-07-03
ISSN 1533-2969
1533-2977
Keyword(s) brand orientation
educational services
higher education marketing
service quality
SERVQUAL
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
Language eng
DOI 10.1080/15332969.2014.916143
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2014, Taylor & Francis
Persistent URL http://hdl.handle.net/10536/DRO/DU:30064944

Document type: Journal Article
Collections: Faculty of Business and Law
School of Management and Marketing
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Created: Tue, 15 Jul 2014, 13:00:40 EST by Gloria Stevenson

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