The role of university service quality components based on HEDPRFf model on students' student citizenship behavior with the mediating role of emotional brand attachment

Document Type : Original Article

Authors

1 Assistant Professor, Department of Management, Binalood Institute of Higher Education, Mashhad, Iran.

2 Assistant Professor, Department of Management, Hakim Toos Institute of Higher Education, Mashhad, Iran.

3 Master of Business Administration, Hakim Toos Institute of Higher Education, Mashhad, Iran.

Abstract

Branding is a strategic requirement for universities that helps them create more value for students and create sustainable competitive advantages. Creating a strong academic brand t is a main goal of many universities. The role of university service quality in strengthening the university brand is quite prominent. Therefore, the purpose of this research is to investigate the role of university service quality components based on the Headperf index on students' citizenship behavior with the mediating role of emotional attachment. This research is applied in terms of its purpose and descriptive-survey in nature. The statistical population is students in the field of management at Imam Reza International University and Hakim Toos Institute of Higher Education in Mashhad with a statistical population size of 1586 people, of which 310 students were considered as a sample using a random-stratified proportional method based on the Cochran formula. The data collection tool was standard questionnaires based on previous research. To measure face validity from the experts' point of view and to examine construct validity, convergent, divergent and factor analysis were used, and to measure reliability, Cronbach's alpha and composite reliability were used. Data analysis was performed using structural equation modeling and SmartPLS software. The results showed that the dimensions of university service quality according to the Headperf model, including educational, non-educational, reputation, and accessibility, have a positive and significant effect on emotional attachment to the brand. The findings indicate a positive and significant effect of emotional attachment to the brand on student citizenship behavior. In addition, the quality components of university services also had a positive and significant effect on student citizenship behavior through emotional attachment to the brand.

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References

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