AN INTEGRATED MODEL OF HIGHER EDUCATION INSTITUTIONS (HEIS) SERVICE QUALITY: THE CASE OF QATAR UNIVERSITY

Abstract

Over the more recent times, Higher Education Institutions (HEIs) are being considered as service providers that are experiencing intensive competition and rapid growth. This research study introduced an integrated conceptual model that considered both services marketing and consumer behavior streams within the Higher Education sector. Using this conceptual model, the study examined the impact of university services on enhancing students’ emotional attachment where emotional attachment plays a key role in motivating students to exhibit voluntary and extra-role behaviors toward the university. Based on responses from 568 students at Qatar University, the hypotheses were tested using structural equation modeling (SEM). The results demonstrated that reputation and academic aspects are the only dimensions that affect students’ emotional attachment positively. The findings also provided empirical evidence of the full mediation role of brand attachment in the association between academic aspects dimension and customer citizenship behaviors (CCB). The results have practical implications for a better understanding of student emotional relationship with the university and provided insights into the service dimensions that the managers should monitor and facilitate.