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Purpose-The aim of this study is to develop and empirically test an integrated model 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 the Central Queensland University (CQU), Rockhampton, Australia, generated key themes and their interrelationships. The theoretical model was then tested using structural equation modelling technique on a sample of 528 university students. Findings-The findings show that information (marketing communications) is more statistically significant than past experience as the antecedents of service quality. The consequences of service quality are composed of trust, satisfaction, and image. Overall, the results suggest a good validity of the theoretical model and the key paths in the model are found statistically significant, except past experience affecting service quality. Originality/value-The model provides a good explanation of a university brand image, and perceived service quality was found playing an important role in this model. Universities intending to enhance their image are encouraged to consider focusing their efforts on marketing communication information, service quality, student satisfaction and trust.

The study aims to explore the perception of students with regard to critical antecedents, dimensions and outcomes of service quality in the context of a university in Australia. The study used qualitative research method to derive a theoretical model. Three focus group discussions with nineteen students were conducted at the main campus of Central Queensland University (CQUni), Australia. The focus group findings show that the critical antecedents to perceived service quality are information and past experience. Students perceive service quality as a set of attributes and that they evaluate it cognitively. Satisfaction and trust are found to have direct and positive relationships with service quality as consequences. As revealed from focus group discussions, all of the interrelationships among the themes developed are positive. There are several practical implications of this study. Higher education managers should pay particular attention to develop a concrete information structure for potential students through promise and information structure. The authority should also develop and maintain good relationships with present and previous students, local and regional school authorities, and other stakeholders. They should continuously upgrade the performance of the service attributes in order to improve students' experience, spread word-of-mouth, provide satisfaction, and build trust. This study shows that there are two streams to study service quality, antecedent approach and dimensional approach. This study develops a theoretical model, which is the first of its kind, in higher education marketing literature. This research considered three focus group discussions and a single university. Future studies should expand the scope of the research.

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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.