Intermediate Influence of Institute’s Brand Equity Transferring Service Quality to Student Satisfaction in Private University

Abstract

This research aims to (1) study the service quality, (2) study the institute brand equity and (3) study the customer satisfaction of private universities, Bangkok Metropolitan region under the Office of the Higher Education Commission, Ministry of Education. A population of this survey research consists of 507 students who are studying a bachelor's degree of private universities in the year 2019 from 9 universities, i.e. Bangkokthonburi University, Krirk University, Kasem Bundit University, Thai-Nichi Institute of Technology, Thonburi University, Sripatum University, Rajapark Institute, Siam University and Southeast Asia University. Data collection was conducted from February to April 2019. The tools used in the research were questionnaires which were completely replied. The statistics used in the research for data analysis are percentage, mean and standard deviation values as well as the structural equation analysis by using PLS Graph 3.0 program. The research results revealed that: (1) the service quality has the reliability of measurement equal to 0.97 with an average of 3.62 which is at a high level, a standard deviation of 0.67, a median of 3.70, a range of 3.57, a skewness of -0.34 and a overwhelming value of 0.02, (2) the brand equity has the reliability of measurement equal to 0.96 with an average of 3.70 which is at a high level, a standard deviation of 0.70, a median of 3.67, a range of 3.61, a skewness of -0.29 and a overwhelming value of -0.09 and (3) the student satisfaction has the reliability of measurement equal to 0.91 with an average of 3.72 which is at a high level, a standard deviation of 0.82, a median of 4.00, a range of 4.00 a skewness of -0.43 and a overwhelming value of 0.00. As results from the structural equation analysis of service quality influences to student satisfaction with the value of the institute brand as an interstitial variable, it can be concluded that academic services are important variables that have directly influence to the institutional values. Also, it is indirectly influenced by student satisfaction through institutional values. The value of the institute brand is characterized as a complete transmission variable (full mediated).