| A QUALITATIVE PERSPECTIVE ON ESSENCE OF HIGHER EDUCATION INSTITUTIONS’ SERVICE QUALITY |
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Syed Ali Abbas[1] Abstract The purpose of the research is to investigate the contribution of service quality and brand awareness on Higher Education Institutions’(HEIs’) brand loyalty, thus giving lead in future to come up with Matrix/ model that may ensure HEIs’ brand loyalty in the long run. Methodological tools encompass recursive abstraction technique. The data was gathered across the span of 2 years of research, whereas the object of research includes universities (HEIs) from Pakistan. The qualitative findings reveal that service quality contributes more towards brand loyalty and stress the need to enhance HEIs’ brand loyalty. The findings may be applicable on countries with similar demographics. The results of the research can be useful for Higher Education Institutions, students, and guardians as customers, and for State Accreditation bodies and consultancy firms for informed decision making in their respective domains. It also gives lead to future research for developing scientific models in the field of Higher Education branding. Keywords: Higher Education Institutions, Brand Management, Brand Loyalty, Service Quality, Brand Trust. [1] School of Business, Beaconhouse National University, Lahore – Pakistan Cite this article: |
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