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Effect of institute and LMS service quality on HEI Brand Equity: an empirical investigation

Rashmi Mishra (Department of Management, Oriental University, Indore, India)
Abhishek Mishra (Department of Marketing, Indian Institute of Management Indore, Indore, India)
Veenus Tiwari (Department of Marketing, Universiti Sains Malaysia, Penang, Malaysia)
Rajendra Kumar Jain (Department of Management, Oriental University, Indore, India)

Quality Assurance in Education

ISSN: 0968-4883

Article publication date: 30 October 2024

Issue publication date: 2 January 2025

81

Abstract

Purpose

The purpose of this paper is to examine the education service quality factors, for online education context, that drive the brand equity of a higher education institute. In the times of emerging online education programmes by otherwise traditional institutes, assessing the service quality of educational institutions and its effect on the institute’s brand represents an extant research gap.

Design/methodology/approach

This study addresses the gap by empirically measuring higher education institution (HEI) service quality and explores its impact on student engagement, satisfaction and brand equity. This research analyses structured data from 250 students, through partial least squares-based structural equation modelling, to test the proposed hypotheses.

Findings

Within the overall service quality of an HEI, all components of institutional service quality are found to affect student engagement strongly; however, only some dimensions of learning management system service quality do. Student engagement is found to positively impact student satisfaction which, in turn, strongly affects all elements of HEI brand equity.

Originality/value

This study adds value to the extant research in higher education service quality by adding a layer of online platform service quality and offers actionable insights for HEI administrators.

Keywords

Citation

Mishra, R., Mishra, A., Tiwari, V. and Jain, R.K. (2025), "Effect of institute and LMS service quality on HEI Brand Equity: an empirical investigation", Quality Assurance in Education, Vol. 33 No. 1, pp. 124-139. https://doi.org/10.1108/QAE-01-2024-0022

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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