The relationships between brand association, trust, commitment, and satisfaction of higher education institutions

Abstract

Purpose The purpose of this paper is to explore structural relationships among the variables of brand association, student trust, commitment, and satisfaction in the higher education sector. Design/methodology/approach A survey was used to collect data from a sample of 500 students who studied at universities in Taiwan in 2016. These data were gathered using a convenience sampling method and analyzed using a structural equation model. A total of 371 questionnaires (74.2 percent) were considered valid. Due to testing and identifying the hypothesis and structure among those variables, structural equation modeling was used to determine the best model among brand association, trust, commitment, and satisfaction. Findings For the conceptual framework, the author found that this structural equation model complies with the empirical data. The structural equation model shows that brand association, student trust, and commitment were significantly related to student satisfaction. Brand association has a direct influence on student trust, commitment, and satisfaction in higher education institutions. Student trust and commitment also had a direct influence on student satisfaction, and they are all mediating variables. Originality/value The findings of the current study add to the existing literature by contributing to a better perception of university management and providing acceptable strategies to improve the higher education industry.

Trust-Based Quality Culture Conceptual Model for Higher Education Institutions

“…The empirical research confirms that there is a significant relationship between student trust, behavior and high school outcomes; students who trust have fewer behavioral incidents and better academic outcomes with results suggesting that trust functions through behavior [128]. Therefore, building long-term relationships based on students' trust and commitment is important for university managers in the competitive international education market [129].…”

Boosting city image for creation of a certain city brand

“…Furthermore, the role of cultural activities in understanding the differences and shaping the identity and image of the city is considerable. Human development and enhancement of level of education in the community can enhance image of city and influence the success of a city brand, which is associated with the attraction of specialist forces and the globalization of universities (Rekettye & Pozsgai, 2015). Another important step towards the formation of city image is targeted planning for holding the important cultural or sports events at regional to international levels or those related to the city branding objectives (Grichting, 2013).…”

Relating Smart Governance as a University Feature to Students' University Perceptions

“…Students' commitment reflects their overall satisfaction, sense of belonging, perception of educational quality, and willingness to attend the university again [11]. It is defined as the firm belief in acceptance of the university and also presents a desire to maintain a long-term relationship with a specific university [12], [13]. A survey conducted at the University of Split, Faculty of Economics, Business and Tourism, showed that dropout rates are the highest among first-year students, which could point out that HEIs need to put more effort into improving the efficiency of educational processes [14].…”