Brand Orientation and Service Quality in Online and Offl ine Environment: An Empirical Examination

This study aims to examine the relationship between perceived brand orientation and service quality in online and offline education context. Four hundred and seventy-six questionnaires were completed by undergraduate students of a particular university in Australia. Structural equation modeling was employed in this study to examine the associations between perceived brand orientation (PBO) and service quality (SERVQUAL). This study provides empirical evidence that perceived brand orientation has a positive and significant relationship with service quality in both online and offline course delivery. The ‘interaction’ dimension of PBO is significantly related to all elements of SERVQUAL in both sample groups, whereas the ‘affect’ dimension is only significantly related to the ‘tangibles’ dimension in the online sample groups, and not significantly related to any SERVQUAL elements in the offline sample groups.