An exploratory path analysis of the Service Brand Dimensions Effects on Brand Verdict in Educational Institute

Today most of the developed countries gross income is related to service sectors. Given the importance of customers for the service sector, it is essential to understand the perspectives and factors that influence their satisfaction and brand verdicts. The purpose of this study is to investigate the dimensions of service brand (evidence and hearsay) on satisfaction, attitude and brand verdict of educational institutions customers. The research method is survey- correlation and structural equation based on LISREL software. In the model under study, the values of overall fit (GFI = 0.91 and AGFI = 0.87) indicate the suitability of the model. The results indicate that the brand dimension influence brand verdicts through satisfaction and attitude. Moreover, the direct relationship between brand experience and brand attitude has been confirmed.

Keywords:

Service , Satisfaction , Attitude , Brand experience , Brand Hearsay