THE ROLE OF SATISFACTION ON UNIVERSITY BRAND PERFORMANCE: A CASE STUDY AT HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY

Abstract

Students were the main customers of universities. As such, providing service quality of education and satisfying students’ needs as well as expectations were vital for universities to succeed. This research focused on the relationship between education service quality (facilities, library, lecturers, administration staff, curriculum, extracurricular activities, and course management) and university brand performance through student's satisfaction. A questionnaire was distributed to 272 last-year students at Ho Chi Minh City University of Technology (HUTECH). The convenience sampling method was used. The reliability and validity of the instruments were fitted and showed high value. A path analysis was conducted to identify the impact of the relationship between concepts. The results of the research also indicated that student satisfaction played a mediator role in the impact of education service quality on university brand performance. The findings of this research would provide a recommendation for managers to determine the sustainability of the university by looking at the education service quality.