An integrated-process model of service quality, institutional brand and behavioural intentions: the case of a university

Purpose– The purpose of this paper is to develop and test an integrated-process model/an index model by 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 an Australian University, generated key themes and their interrelationships. The theoretical model was then tested using the structural equation modelling (SEM) technique on a sample of 528 University students.Findings– The findings show that information (or marketing communications) and past experience are the antecedents of perceived service quality (PSQ). PSQ is a second order construct and has three dimensions: academic, administrative and facilities. The consequences of PSQ include trust, satisfaction, university-brand (UniBrand) performance and behavioural intentions. Overall, the results suggest a good validity of the model, and the nine path coefficients are found statistically significant.Originality/value– The model explains how service quality is formed, and how PSQ affects UniBrand and positive behavioural intentions overtime. This paper develops and validates three new constructs including information, past experience and UniBrand performance. In addition, it improves and validates other constructs including service quality, satisfaction, trust and behavioural intention. The paper also advances service quality literature and validates five hypothesised relationships between constructs that are relatively new in the service quality literature. Finally, this study validates a comprehensive three-tiered “integrated-process” model/an index model that includes antecedents, dimensions and consequences of service quality taking a University as a case. Universities aiming for a sustainable presence in a competitive global market and intending to enhance brand performance and attract and retain students are encouraged to consider this model and its implications

The Insights of marketing

This study has been designed for the Marketing students and practitioners. Prior to submit this article for review and publication, the core concepts (i.e. letter wise definition) of this article was submitted to the famous writer Philip Kotler. His reply e-mail encouraged me to developed this article

Antecedents and consequences of service quality in a higher education context

"This research aims to develop an integrated service quality model in a higher education context. The focus of this research is to study the antecedents, dimensions and consequences of service quality in the context of Central Queensland University (CQUniversity), Australia. The conceptual domain for this study is based on the European Customer Satisfaction Index (ECSI) model and the perception-only measure of service quality. The study used methodological triangulation apporach where both qualitative and quantitative research methods were employed"--Abstract