Investigating the mediating role of brand image in the relationship between the service quality and relationship quality and behavioral intention of students in higher education

Rastegar_kahkhazhale, Fatemeh; Bagheri Majd, Ruhollah

Investigating the mediating role of brand image in the relationship between the service quality and relationship quality and behavioral intention of students in higher education

Document Type : Original Article

Authors

¹ MA Student of Educational Management , Faculty of Educational Sciences and Psychology, University of Sistan and Baluchestan, Zahedan, Iran

² Assistant Professor, Department of Educational Sciences, Faculty of Educational Sciences and Psychology, University of Sistan and Baluchistan, Zahedan, Iran.

Abstract

Nowadays, with entering a competitive environment and reducing government resources, higher education institutions need to retain and attract students by creating a positive institutional reputation through increasing the service quality and relationship quality. The aim of this study was to investigate the effect of service quality and relationship quality on students' behavioral intention with mediating role of brand image in higher education. The research method was correlational. It was conducted on 320 students of Sistan and Baluchestan University, selected using a convenience random sampling method. The research tools were four questionnaires, including behavioral intention questionnaire, service quality questionnaire, relationship quality questionnaire, and brand image questionnaire. Confirmatory validity, composite reliability and Cronbach's alpha of all questionnaires were reported at good levels. The analysis was done in SmartPLS software using structural equation model. The results revealed that the service quality and relationship quality directly and indirectly through brand image affect students' behavioral intention. Also, the service quality and relationship quality had a direct effect on the brand image and brand image had a direct effect on students' behavioral intention. It can be stated that retaining and attracting students is affected by the service quality and relationship quality and the brand image of the university, and higher education institutions can play a constructive role in the intention of students in selecting a university by creating a positive institutional reputation

Keywords