Open Conference Systems, INTERNATIONAL MULTIDISCIPLINARY CONFERENCE (IMC 2017) PROGRAM

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THE IMPACT OF CUSTOMER SATISFACTION ON BRAND EQUITY OF PRIVATE HIGHER EDUCATION INSTITUTION
Yuslina Yusoff, Nurul Hanim Mohd Amin, Mohammad Ikram Muzammil Idrus, Mohd Reza Abdol Ghani, Noor Syahirah Musa

Last modified: 2017-01-04

Abstract


The study here examines the interaction between customer satisfaction and as well as its impact on a firm's brand equity. Customer satisfaction may have a positive effect on brand equity. The researchers have adopted an exploratory as well as descriptive research. The researchers have also conducted several approaches to fulfill the exploratory research such as pilot and expert survey. The researchers have assessed the distribution of data across the characteristics of respondents. The population for this study are the Universiti Selangor’s CFGS’ students which consist of sixty-one students across four different programs. The analysis shows that Brand Awareness and Perceived Quality did not significantly impact Customer Satisfaction however Brand Association and Brand Loyalty did significantly impact Customer Satisfaction. However, Brand Association did more significantly impact Customer Satisfaction than Brand Loyalty. It is proved that when the HEIs are able to increase customer satisfaction, the customers will have high preference and high willingness to study in the HEIs in the future. The higher education services are able to cater the customer expectation and fulfilled their needs.

Keywords


Customer Satisfaction, Brand Equity and Higher Learning Institution

References


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