基于高等教育服务质量的高校品牌价值评价研究
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摘要
高等教育使命和我国高等教育法,要求高等教育机构以培养人才为中心,为人们提供高质量的、适宜的高等教育服务。高等学校和学生、用人单位属于供需双方;作为供方的学校,提供教学、科学研究、技术咨询等相关服务,作为需方的学生向学校支付费用、购买教学服务,作为另一需方的用人单位雇佣学校学生、购买科学研究成果和咨询服务。高等教育环境已经变化,高等学校为更好地满足学生、用人单位的要求,应该确立学生、用人单位导向,关注他们的需求,提高服务质量,重视品牌经营。因此,站在需方(学生、用人单位)角度,系统研究高等教育服务质量与高等学校品牌价值,科学构建高等教育服务质量评价尺度和高等学校品牌价值评价体系,有效制订改善服务质量和提升品牌价值的战略,具有非常重要的意义。
纵观高等教育相关文献,很少看到从需方角度系统评价高等教育服务质量和高等学校品牌价值。
我们遵循这样的技术路线展开研究。
首先,确定需方(学生、用人单位)视角;随后,梳理国内外高等教育服务质量和品牌价值文献;接着,构建学生、用人单位高等教育服务质量评价尺(EDUQUAL)和高等学校品牌价值评价体系,探讨高等教育服务质量与其他品牌价值评价维度的关系;最后,利用前面章节的理论成果,制订提高高等教育服务质量和提升高等学校品牌价值的策略。
本文的高等教育服务质量和高等学校品牌价值评价研究,均是基于需方(学生、用人单位)视角;并且,因为高等教育服务质量是品牌价值评价的维度之一,从而使得章节间融会贯通、一脉相承。
我们采用了如下的研究方法。
跨学科应用经济学、教育经济学、供求理论、心理学、产业组织理论、控制论、营销管理和战略管理等理论;理论研究和实证研究相结合,逻辑推理与实证验证相呼应;收集大量一手数据,运用多元统计方法,比较多样本调研结果,借助LISREL软件编制程序,建立结构方程模型(SEM),验证理论假设和概念模型的有效性。
我们得到了如下的研究成果。
1.回顾一般服务质量与高等教育服务质量相关理论成果,基于需方(学生、用人单位)
视角,萃取评价我国高等教育服务质量维度,构建学生、用人单位的高等教育服务质量评价尺度(EDUQUAL)。
界定相关概念,整理高等教育服务质量及其评价理论,总结一般服务质量与高等教育服务质量内涵的不同,比较一般服务质量与高等教育服务质量评价方法的差异,为构建高等教育服务质量评价尺度(EDUQUAL)打下理论基础。
通过对高等教育投入-过程-产出(IPO)分析,发现学生更关心“教育服务过程”,用人单位虽对“教育产出”很关注,但依然非常在意“教育服务过程”,两者对“教育投入”均不太在意。因此;我们的研究锁定高等教育服务“过程质量”;借鉴前人关于一般服务质量与高等教育服务质量评价的研究成果,应用访谈、问卷调查和多元统计等方法,构建学生、用人单位的高等教育服务(过程)质量的评价尺度(EDUQUAL),并运用严格的实证方法对EDUQUAL进行检验。EDUQUAL展示了学生、用人单位对高等教育服务(过程)质量关注点的不同。
2.回顾品牌价值相关理论成果,基于需方(学生、用人单位)视角,假设高等教育服务质量与其他维度共同构成高等学校品牌价值评价体系,并验证这种假设的科学性和有效性。
对品牌理论、品牌价值评价理论、高等学校品牌评价(主要是国内外的排名)进行了系统的研究,论述了基于需方(学生、用人单位)视角,对高等学校品牌价值进行评估的必要性和迫切性。
基于需方感知,引用Aaker(1991,1996)、Yoo, B., Donthu N., and Lee S. (2000)等学者的品牌忠诚度、品牌知名度、感知质量、产品联想、组织联想、感知价值等维度,结合高等教育服务特点,首次提出“人脉关系”维度,理论上提出高等学校品牌价值评价体系,运用实证方法,验证了该体系的科学性和有效性,并发现各维度对品牌价值的贡献具有差异。.结果显示,品牌忠诚度是品牌价值最重要的来源,其次是品牌联想(产品联想、组织联想、感知价值)和感知服务质量,品牌知名度与人脉关系对品牌价值的贡献最小;这种差异体现了各维度对品牌价值解释力和贡献的大小,为制订提升品牌价值战略提供理论依据。
3.挖掘品牌价值维度之间关系的理论成果,构建“高等教育服务质量与品牌价值其他维度之间关系”的基础模型,创立添加了“人脉关系与其他维度联系”的演化模型,验证、比较两种模型的有效性,发现上述各项关系的不同。
首先,通过样本数据,验证了Aaker(1996)提出的品牌联想可从产品联想、组织联想、感知价值等三方面衡量的构想。
其次,发现高等教育服务质量对品牌忠诚度、品牌知名度、品牌联想和人脉关系等维度具有正向作用;其中,对需方品牌忠诚的影响最大,对品牌知名度的正向影响次之,对品牌联想的影响稍弱,对人脉关系的作用最小;
最后,证明了人脉关系对品牌知名度、品牌联想起积极的正向推动作用;其中,人脉关系对品牌联想的作用较品牌知名度要强;
上述关系的实证成果,也为制订提升品牌价值战略提供了重要的理论基础。
4.针对高等教育服务特点,参照高等学校的愿景和使命,运用上述需方导向的高等教育服务评价尺度、品牌价值评价体系和维度之间关系等理论成果,以高等教育服务质量为中心,以高等学校品牌价值维度及其关系为脉络,系统制订提高服务质量、提升品牌价值和改善高等教育管理的策略。
最后,提出了本研究的不足、对未来研究作出了展望。
本文的主要创新点:
1.角度创新:基于需方(学生、用人单位)视角,研究高等教育服务质量和高等学校品牌价值。
分析国内外的高等教育服务质量和品牌价值文献后发现,以供方(学校)为中心的成果颇多;几乎没有看到,同时基于学生和用人单位两个视角,对高等教育服务质量和高等学校品牌价值进行研究;尤其,本研究的“服务质量评价”和“品牌价值评价”均是基于需方,并利用“感知服务质量”将他们前后贯通。
理解了需方(学生、用人单位)的感知,无疑为高等学校赢得相关资源争取了主动权。
2.尺度创新:运用“行为科学”和“系统论”方法,借鉴前人部分理论成果,运用大量样本数据,以需方(学生、用人单位)为出发点,提取影响“高等教育服务质量”的因素,构建学生、用人单位的高等教育服务质量评价尺度(EDUQUAL)。参考学生、用人单位各自对高等教育服务质量的评价尺度,学校将会有的放矢地制订提高“服务质量”策略,有所为,有所不为。
3.体系创新:结合高等教育服务特点,参考需方对品牌价值的深度访谈结果,提出“人脉关系”这一全新的高等学校品牌价值影响因素(维度),采取前人研究的相关维度,共同构建高等教育品牌价值评价体系,通过实证研究,验证了前人相关维度在高等教育领域的适用性和该体系的有效性。
纵观国内外文献,对一般品牌价值研究,有比较成熟的理论基础和研究深度;但对于品牌价值的评价维度,并没有形成统一认识,针对“高等学校”这一特殊领域的“品牌价值”研究十分薄弱,尤其,基于需方(学生、用人单位)视角评估品牌价值几乎未见。
这种基于需方的高等学校品牌价值评价体系,为制订提升品牌价值战略提供重要的理论指导。
4.关联度创新:如上所述,关于品牌价值的评价维度,以往的学者并没有达成共识,评价维度之间关系的研究也极少涉及。
首先,我们通过实证研究,首次证实了前人提出的“品牌联想可从产品联想、组织联想和感知价值等三方面测量”假设的合理性;
然后,系统地研究了高等教育服务质量如何影响品牌价值的其他维度(品牌忠诚度、品牌知名度、品牌联想、人脉关系等),挖掘出他们之间的内在联系。这种关联为制订提升品牌价值战略提供重要的理论基础。5.战略创新:基于上述创新点,设计“基于高等教育服务质量的品牌价值提升战略模式图”,制订提高服务质量、提升品牌价值和改善高等教育管理的策略。
High education mission and high education act demand high education institutions should put talent nurturing as their top priority and supply high-quality and suitable high education service. University and student belongs to supply and demand party from the angle of economics. University serving as supply party provides teaching, scientific research, consulting services. Students serving as demand party pay intuition buying teaching services. Employers serving as another demand party employs students and purchase scientific fruit and consulting services. High education environment has changed. In order to satisfy demand of students and employers, High education should be student-oriented and employer-oriented, concerning their demand, enhancing service quality and attaching importance to brand. Thus, it is very meaningful to research into high education service quality and brand equity of high education university systematically, to construct high education service quality evaluating measurement and university brand equity evaluating system, to formulate strategy of improving service quality and enhancing brand equity effectively.
Reviewing high education references, we rarely see references evaluating high education service quality and university brand equity from the angle of demand party.
The technical route of this dissertation is as followings:
Firstly, the dissertation confirms demand party angle (students, employers); secondly, it combs domestic and overseas references about high education service quality and brand equity; thirdly, it constructs student, employer high education service quality EDUQUAL and university brand equity evaluating system. Also, it explores relationship between high education service quality and other brand equity evaluating dimension. Finally, making use of research fruit from above chapters, it formulates strategy of improving high education service quality and enhancing university brand equity.
The whole research with high education service quality and university brand equity evaluation is from the angle of demand party (student, employer) and high education service quality is one dimension of brand equity evaluation.
We adopt the following research method:
Applying economics, education economics, psychology, industry organization theory, control theory, marketing and strategic theory, this dissertation combines theoretical research with empirical research. Collecting a great number of first-class data, it uses multivariate statistics method, compares multi-sample research results, makes use of LISREL software to program, establishes SEM, tests validity of theoretical assumption and concept model.
We obtain the following research results:
1. Review theoretical fruit of service quality and high education service quality. The dissertation extracts service quality dimensions of evaluating our country high education. It constructs high education service quality evaluating EDUQUAL of students and employers.
The dissertation defines relative concepts and sorts out high education service quality and its evaluating theory, summarizes differences between general service quality and high education service quality connation, compares differences between general service quality and high education service quality evaluating methods, lays a theoretical foundation for constructing high education service quality(EDUQUAL).
Through analysis of high education IPO(input-process-output), the dissertation finds that students care more about“education service process”. Though employers are concerned with“education output”, they care more with“education service process”. Both of them do not care about“education input”. Thus, we focus on researching“process quality”of high education service. The research borrows fruit from former regular perceived service quality and high education perceived service quality evaluation research, applying interview , questionnaire and multi-factor statistics methods, establishing high education service (process)quality evaluation theory(student and employer EDUQUAL and making use of strict empirical method to test the theory. EDUQUAL shows that high education service (process) quality concerning point of students and employers is different.
2. Review theoretical fruit of brand equity. Based on demand (students and employers) angle, the dissertation assumes that high education service quality and other dimension together build university brand equity evaluating system and it tests the science and validity of this assumption.
The dissertation conducts a systematic research on brand theory, brand equity evaluating theory, university brand evaluation. It expounds the necessity and urgency to evaluate university brand equity based on demand party.
The dissertation cites brand loyalty, brand fame, perceived quality, product association, organization association, perceived value dimension from other scholars and it combines feature of high education service, adding personal relationship dimension firstly. The dissertation puts forward high university brand evaluating system theoretically and tests its validity and effectiveness. It finds that every dimension has a different contribution to brand equity.
Results show that brand loyalty is the most important origin of brand equity, and second to that is brand association and perceived service quality. Brand fame and personal relationship has the least contribution to brand equity. The difference embodies each dimension’s contribution to the brand equity and that provides theoretical foundation to formulate strategy of enhancing brand equity.
3. Excavate theoretical fruit of brand equity dimension. The dissertation constructs a basis model of“relationship of high education service quality and other dimension of brand equity”, adding evoloving model of“relationship of personal relationship and other dimension”. It tests and compares validity of two models and finds difference between two models.
Firstly, through sample the dissertation tests the assumption that brand association can be measured from product association, organization association and perceived value. Secondly, it finds that high education service quality has a positive impact to brand loyalty, brand fame, brand association and personal relationship. It has the biggest impact on brand loyalty, bigger impact on brand fame, weak impact on brand association, smallest impact on personal relationship.
Finally, it proves that personal relationship exerts a positive effect on brand fame and brand association. And personal relationship has a stronger effect towards brand association than brand fame.
The empirical fruit of above relationships provides an important theoretical foundation for formulating brand equity strategy
4.In accordance with feature of high education service and reference to high education vision and mission, the dissertation applies theoretical fruit of demand party-oriented EDUQUA, brand equity measuring system and dimension relationship. Taking high education service quality as centre and taking university brand equity dimension and their relationship as skeleton, the dissertation formulate strategy of enhancing service quality , increasing brand equity and improving high education management systematically.
Finally, the drawback of research is put forward and future research is pointed out.
Main innovations are as followings:
1. Perspective innovation: From the angle of demand party, the research studies high education perceived service quality and university brand equity.
After analysis of former high education perceived service quality and brand equity literature, the research finds that demand party-centered research is the main trend while two angle research, the student-centered and employer-centered research is seldom seen. Especially, this research of service quality and brand equity evaluation is based on demand party and uses perceived service quality to connect the content.
Understanding perception of demand party(students, employers) can obtain first-move advantage for university.
2. EDUQUAL innovation:Applying behavioral science and system theory, borrowing former theory fruit, using a great number of sample data, taking demand party as center, extracting factors affecting“high education service quality”, the dissertation constructs high education service quality EDUQUAL of students and employers.
With the reference to high education service quality EDUQUAL, university can formulate strategy of improving service quality to decide what to do and what not to do.
3. System innovation : Combination with feature of high education service and reference to in-depth interview towards demand party, the dissertation takes personal relationship as a new factor (dimension) affecting university brand equity and adopts former research dimension, constructing high education brand equity evaluating system. Through empirical research, it tests validity and suitability of dimension concept using in high education.
Review relative literature, general brand equity research has mature theoretical foundation and academic in-depth, while evaluating dimension towards brand equity has not reached consensus. Brand equity research with university is weak, especially, evaluation on brand equity based on demand party is rarely seen.
This university brand equity evaluating system based on demand party provides an important theoretical guidance for formulating brand equity strategy.
4. Relationship innovation: Just as above-mention, former scholars has not reached consensus on brand equity evaluating dimension. Research on dimension relationship is rarely seen.
Firstly, through empirical research, the dissertation confirms validity of the assumption “brand association can be measured from three aspects: product association, organization association, perceived value”
Furthermore, the dissertation researches on how high education service quality influences other dimension of brand equity (brand loyalty, brand fame, brand association, personal relationship), finding their internal relationship.
This relationship provides an important theoretical foundation for formulating strategy of increasing brand equity.
5. Strategy innovation: based on above innovation points, the dissertation designs“strategic model chart of brand equity increasing based on high education service quality.”It formulates strategy of improving service quality, increasing brand equity and enhancing high education management.
纵观高等教育相关文献,很少看到从需方角度系统评价高等教育服务质量和高等学校品牌价值。
我们遵循这样的技术路线展开研究。
首先,确定需方(学生、用人单位)视角;随后,梳理国内外高等教育服务质量和品牌价值文献;接着,构建学生、用人单位高等教育服务质量评价尺(EDUQUAL)和高等学校品牌价值评价体系,探讨高等教育服务质量与其他品牌价值评价维度的关系;最后,利用前面章节的理论成果,制订提高高等教育服务质量和提升高等学校品牌价值的策略。
本文的高等教育服务质量和高等学校品牌价值评价研究,均是基于需方(学生、用人单位)视角;并且,因为高等教育服务质量是品牌价值评价的维度之一,从而使得章节间融会贯通、一脉相承。
我们采用了如下的研究方法。
跨学科应用经济学、教育经济学、供求理论、心理学、产业组织理论、控制论、营销管理和战略管理等理论;理论研究和实证研究相结合,逻辑推理与实证验证相呼应;收集大量一手数据,运用多元统计方法,比较多样本调研结果,借助LISREL软件编制程序,建立结构方程模型(SEM),验证理论假设和概念模型的有效性。
我们得到了如下的研究成果。
1.回顾一般服务质量与高等教育服务质量相关理论成果,基于需方(学生、用人单位)
视角,萃取评价我国高等教育服务质量维度,构建学生、用人单位的高等教育服务质量评价尺度(EDUQUAL)。
界定相关概念,整理高等教育服务质量及其评价理论,总结一般服务质量与高等教育服务质量内涵的不同,比较一般服务质量与高等教育服务质量评价方法的差异,为构建高等教育服务质量评价尺度(EDUQUAL)打下理论基础。
通过对高等教育投入-过程-产出(IPO)分析,发现学生更关心“教育服务过程”,用人单位虽对“教育产出”很关注,但依然非常在意“教育服务过程”,两者对“教育投入”均不太在意。因此;我们的研究锁定高等教育服务“过程质量”;借鉴前人关于一般服务质量与高等教育服务质量评价的研究成果,应用访谈、问卷调查和多元统计等方法,构建学生、用人单位的高等教育服务(过程)质量的评价尺度(EDUQUAL),并运用严格的实证方法对EDUQUAL进行检验。EDUQUAL展示了学生、用人单位对高等教育服务(过程)质量关注点的不同。
2.回顾品牌价值相关理论成果,基于需方(学生、用人单位)视角,假设高等教育服务质量与其他维度共同构成高等学校品牌价值评价体系,并验证这种假设的科学性和有效性。
对品牌理论、品牌价值评价理论、高等学校品牌评价(主要是国内外的排名)进行了系统的研究,论述了基于需方(学生、用人单位)视角,对高等学校品牌价值进行评估的必要性和迫切性。
基于需方感知,引用Aaker(1991,1996)、Yoo, B., Donthu N., and Lee S. (2000)等学者的品牌忠诚度、品牌知名度、感知质量、产品联想、组织联想、感知价值等维度,结合高等教育服务特点,首次提出“人脉关系”维度,理论上提出高等学校品牌价值评价体系,运用实证方法,验证了该体系的科学性和有效性,并发现各维度对品牌价值的贡献具有差异。.结果显示,品牌忠诚度是品牌价值最重要的来源,其次是品牌联想(产品联想、组织联想、感知价值)和感知服务质量,品牌知名度与人脉关系对品牌价值的贡献最小;这种差异体现了各维度对品牌价值解释力和贡献的大小,为制订提升品牌价值战略提供理论依据。
3.挖掘品牌价值维度之间关系的理论成果,构建“高等教育服务质量与品牌价值其他维度之间关系”的基础模型,创立添加了“人脉关系与其他维度联系”的演化模型,验证、比较两种模型的有效性,发现上述各项关系的不同。
首先,通过样本数据,验证了Aaker(1996)提出的品牌联想可从产品联想、组织联想、感知价值等三方面衡量的构想。
其次,发现高等教育服务质量对品牌忠诚度、品牌知名度、品牌联想和人脉关系等维度具有正向作用;其中,对需方品牌忠诚的影响最大,对品牌知名度的正向影响次之,对品牌联想的影响稍弱,对人脉关系的作用最小;
最后,证明了人脉关系对品牌知名度、品牌联想起积极的正向推动作用;其中,人脉关系对品牌联想的作用较品牌知名度要强;
上述关系的实证成果,也为制订提升品牌价值战略提供了重要的理论基础。
4.针对高等教育服务特点,参照高等学校的愿景和使命,运用上述需方导向的高等教育服务评价尺度、品牌价值评价体系和维度之间关系等理论成果,以高等教育服务质量为中心,以高等学校品牌价值维度及其关系为脉络,系统制订提高服务质量、提升品牌价值和改善高等教育管理的策略。
最后,提出了本研究的不足、对未来研究作出了展望。
本文的主要创新点:
1.角度创新:基于需方(学生、用人单位)视角,研究高等教育服务质量和高等学校品牌价值。
分析国内外的高等教育服务质量和品牌价值文献后发现,以供方(学校)为中心的成果颇多;几乎没有看到,同时基于学生和用人单位两个视角,对高等教育服务质量和高等学校品牌价值进行研究;尤其,本研究的“服务质量评价”和“品牌价值评价”均是基于需方,并利用“感知服务质量”将他们前后贯通。
理解了需方(学生、用人单位)的感知,无疑为高等学校赢得相关资源争取了主动权。
2.尺度创新:运用“行为科学”和“系统论”方法,借鉴前人部分理论成果,运用大量样本数据,以需方(学生、用人单位)为出发点,提取影响“高等教育服务质量”的因素,构建学生、用人单位的高等教育服务质量评价尺度(EDUQUAL)。参考学生、用人单位各自对高等教育服务质量的评价尺度,学校将会有的放矢地制订提高“服务质量”策略,有所为,有所不为。
3.体系创新:结合高等教育服务特点,参考需方对品牌价值的深度访谈结果,提出“人脉关系”这一全新的高等学校品牌价值影响因素(维度),采取前人研究的相关维度,共同构建高等教育品牌价值评价体系,通过实证研究,验证了前人相关维度在高等教育领域的适用性和该体系的有效性。
纵观国内外文献,对一般品牌价值研究,有比较成熟的理论基础和研究深度;但对于品牌价值的评价维度,并没有形成统一认识,针对“高等学校”这一特殊领域的“品牌价值”研究十分薄弱,尤其,基于需方(学生、用人单位)视角评估品牌价值几乎未见。
这种基于需方的高等学校品牌价值评价体系,为制订提升品牌价值战略提供重要的理论指导。
4.关联度创新:如上所述,关于品牌价值的评价维度,以往的学者并没有达成共识,评价维度之间关系的研究也极少涉及。
首先,我们通过实证研究,首次证实了前人提出的“品牌联想可从产品联想、组织联想和感知价值等三方面测量”假设的合理性;
然后,系统地研究了高等教育服务质量如何影响品牌价值的其他维度(品牌忠诚度、品牌知名度、品牌联想、人脉关系等),挖掘出他们之间的内在联系。这种关联为制订提升品牌价值战略提供重要的理论基础。5.战略创新:基于上述创新点,设计“基于高等教育服务质量的品牌价值提升战略模式图”,制订提高服务质量、提升品牌价值和改善高等教育管理的策略。
High education mission and high education act demand high education institutions should put talent nurturing as their top priority and supply high-quality and suitable high education service. University and student belongs to supply and demand party from the angle of economics. University serving as supply party provides teaching, scientific research, consulting services. Students serving as demand party pay intuition buying teaching services. Employers serving as another demand party employs students and purchase scientific fruit and consulting services. High education environment has changed. In order to satisfy demand of students and employers, High education should be student-oriented and employer-oriented, concerning their demand, enhancing service quality and attaching importance to brand. Thus, it is very meaningful to research into high education service quality and brand equity of high education university systematically, to construct high education service quality evaluating measurement and university brand equity evaluating system, to formulate strategy of improving service quality and enhancing brand equity effectively.
Reviewing high education references, we rarely see references evaluating high education service quality and university brand equity from the angle of demand party.
The technical route of this dissertation is as followings:
Firstly, the dissertation confirms demand party angle (students, employers); secondly, it combs domestic and overseas references about high education service quality and brand equity; thirdly, it constructs student, employer high education service quality EDUQUAL and university brand equity evaluating system. Also, it explores relationship between high education service quality and other brand equity evaluating dimension. Finally, making use of research fruit from above chapters, it formulates strategy of improving high education service quality and enhancing university brand equity.
The whole research with high education service quality and university brand equity evaluation is from the angle of demand party (student, employer) and high education service quality is one dimension of brand equity evaluation.
We adopt the following research method:
Applying economics, education economics, psychology, industry organization theory, control theory, marketing and strategic theory, this dissertation combines theoretical research with empirical research. Collecting a great number of first-class data, it uses multivariate statistics method, compares multi-sample research results, makes use of LISREL software to program, establishes SEM, tests validity of theoretical assumption and concept model.
We obtain the following research results:
1. Review theoretical fruit of service quality and high education service quality. The dissertation extracts service quality dimensions of evaluating our country high education. It constructs high education service quality evaluating EDUQUAL of students and employers.
The dissertation defines relative concepts and sorts out high education service quality and its evaluating theory, summarizes differences between general service quality and high education service quality connation, compares differences between general service quality and high education service quality evaluating methods, lays a theoretical foundation for constructing high education service quality(EDUQUAL).
Through analysis of high education IPO(input-process-output), the dissertation finds that students care more about“education service process”. Though employers are concerned with“education output”, they care more with“education service process”. Both of them do not care about“education input”. Thus, we focus on researching“process quality”of high education service. The research borrows fruit from former regular perceived service quality and high education perceived service quality evaluation research, applying interview , questionnaire and multi-factor statistics methods, establishing high education service (process)quality evaluation theory(student and employer EDUQUAL and making use of strict empirical method to test the theory. EDUQUAL shows that high education service (process) quality concerning point of students and employers is different.
2. Review theoretical fruit of brand equity. Based on demand (students and employers) angle, the dissertation assumes that high education service quality and other dimension together build university brand equity evaluating system and it tests the science and validity of this assumption.
The dissertation conducts a systematic research on brand theory, brand equity evaluating theory, university brand evaluation. It expounds the necessity and urgency to evaluate university brand equity based on demand party.
The dissertation cites brand loyalty, brand fame, perceived quality, product association, organization association, perceived value dimension from other scholars and it combines feature of high education service, adding personal relationship dimension firstly. The dissertation puts forward high university brand evaluating system theoretically and tests its validity and effectiveness. It finds that every dimension has a different contribution to brand equity.
Results show that brand loyalty is the most important origin of brand equity, and second to that is brand association and perceived service quality. Brand fame and personal relationship has the least contribution to brand equity. The difference embodies each dimension’s contribution to the brand equity and that provides theoretical foundation to formulate strategy of enhancing brand equity.
3. Excavate theoretical fruit of brand equity dimension. The dissertation constructs a basis model of“relationship of high education service quality and other dimension of brand equity”, adding evoloving model of“relationship of personal relationship and other dimension”. It tests and compares validity of two models and finds difference between two models.
Firstly, through sample the dissertation tests the assumption that brand association can be measured from product association, organization association and perceived value. Secondly, it finds that high education service quality has a positive impact to brand loyalty, brand fame, brand association and personal relationship. It has the biggest impact on brand loyalty, bigger impact on brand fame, weak impact on brand association, smallest impact on personal relationship.
Finally, it proves that personal relationship exerts a positive effect on brand fame and brand association. And personal relationship has a stronger effect towards brand association than brand fame.
The empirical fruit of above relationships provides an important theoretical foundation for formulating brand equity strategy
4.In accordance with feature of high education service and reference to high education vision and mission, the dissertation applies theoretical fruit of demand party-oriented EDUQUA, brand equity measuring system and dimension relationship. Taking high education service quality as centre and taking university brand equity dimension and their relationship as skeleton, the dissertation formulate strategy of enhancing service quality , increasing brand equity and improving high education management systematically.
Finally, the drawback of research is put forward and future research is pointed out.
Main innovations are as followings:
1. Perspective innovation: From the angle of demand party, the research studies high education perceived service quality and university brand equity.
After analysis of former high education perceived service quality and brand equity literature, the research finds that demand party-centered research is the main trend while two angle research, the student-centered and employer-centered research is seldom seen. Especially, this research of service quality and brand equity evaluation is based on demand party and uses perceived service quality to connect the content.
Understanding perception of demand party(students, employers) can obtain first-move advantage for university.
2. EDUQUAL innovation:Applying behavioral science and system theory, borrowing former theory fruit, using a great number of sample data, taking demand party as center, extracting factors affecting“high education service quality”, the dissertation constructs high education service quality EDUQUAL of students and employers.
With the reference to high education service quality EDUQUAL, university can formulate strategy of improving service quality to decide what to do and what not to do.
3. System innovation : Combination with feature of high education service and reference to in-depth interview towards demand party, the dissertation takes personal relationship as a new factor (dimension) affecting university brand equity and adopts former research dimension, constructing high education brand equity evaluating system. Through empirical research, it tests validity and suitability of dimension concept using in high education.
Review relative literature, general brand equity research has mature theoretical foundation and academic in-depth, while evaluating dimension towards brand equity has not reached consensus. Brand equity research with university is weak, especially, evaluation on brand equity based on demand party is rarely seen.
This university brand equity evaluating system based on demand party provides an important theoretical guidance for formulating brand equity strategy.
4. Relationship innovation: Just as above-mention, former scholars has not reached consensus on brand equity evaluating dimension. Research on dimension relationship is rarely seen.
Firstly, through empirical research, the dissertation confirms validity of the assumption “brand association can be measured from three aspects: product association, organization association, perceived value”
Furthermore, the dissertation researches on how high education service quality influences other dimension of brand equity (brand loyalty, brand fame, brand association, personal relationship), finding their internal relationship.
This relationship provides an important theoretical foundation for formulating strategy of increasing brand equity.
5. Strategy innovation: based on above innovation points, the dissertation designs“strategic model chart of brand equity increasing based on high education service quality.”It formulates strategy of improving service quality, increasing brand equity and enhancing high education management.
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