IMPACT OF UNIVERSITY BRAND IMAGE ON STUDENT SATISFACTION IN PAKISTAN

Abstract

Purpose - It gives the competitive landscape for the higher education to create a brand image of university. For the universities it is very important to adopt those strategies that competitive advantage for them. The purpose ofthis study is to theorize university brand image as its heritage, trustworthiness and service quality ofthe universities. It also investigate their relationship with student s satisfaction. It also investigates the impact of university reputation as a mediator. create Methodology & Design - This is an explanatory type ofresearch, for this research deductive approach is followed by using quantitative research method. The data is collected from different university students of Pakistan through questionnaire which is distributed by google forms and then analyze their results on Smart PLS. Findings - Findings indicate that there is an important role of brand image of university in student’s mind which is directly affecting the satisfaction level of students across Pakistan. Findings also indicate that university reputation plays a partial mediating role between brand image of university as service quality, heritage, and trustworthiness and student satisfaction. Limitations - Limitations ofthe research is limited sample size, and this research is done only in Pakistan. The research is general not specific according to the field of education. The data is collected only by the current students ofthe universities and limited variables ofbrand image is used in the model. Recommendations According to the findings, it is recommended that universities must work to create unique traditions to create strong heritage, must build a strong trustful relationship with the students by fulfil their promises, and must deliver best quality and services by giving latest technology.