Brand orientation and service quality have been recognized as having a positive impact on organizational performance in both for-profit and nonprofit sectors. With the ever-increasing competition in the higher education context, institutions will achieve growth and market share if they follow a branding-based approach in their strategic thinking and planning. So, the importance of brand and brand orientation increases in this sector day by day. Likewise, provision of quality services is one of the most important priorities of educational institutes around the world because of its integral role in developing competitive advantage and in attracting new and retaining existing students. This study aims to propose a framework to investigate the effects of perceived brand orientation and perceived service quality on behavioral and attitudinal consequences of students such as trust, loyalty, satisfaction, and word-of-mouth in Iran’s higher education industry. Simple random sampling approach was employed, and data were collected through a questionnaire distributed among students of Kharazmi’s Faculty of Management in Tehran and analyzed by structural equation modeling using Smart PLS. The results revealed that perceived brand orientation has a positive impact on trust, loyalty, satisfaction, and word-of-mouth. Particularly, perceived brand orientation has a positive impact on perceived service quality. Besides, the relationship between perceived service quality, trust, satisfaction, and word-of-mouth was confirmed.

中文翻译：

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高等教育品牌感知取向和服务质量感知的影响

品牌导向和服务质量已被认为对营利性和非营利性部门的组织绩效都有积极影响。随着高等教育竞争的不断加剧，如果机构在战略思考和规划中采用基于品牌的方法，它们将实现增长和市场份额。因此，品牌和品牌定位的重要性在这一领域日益提高。同样，提供优质服务是全球教育机构最重要的优先事项之一，因为它在发展竞争优势，吸引新学生和留住现有学生方面起着不可或缺的作用。这项研究旨在提出一个框架，以调查感知的品牌取向和感知的服务质量对学生的行为和态度后果的影响，例如伊朗高等教育行业的信任，忠诚，满意和口碑传播。采用简单的随机抽样方法，并通过在德黑兰哈拉兹米管理学院的学生中分发的调查表收集数据，并使用Smart PLS通过结构方程模型进行分析。结果表明，感知品牌取向对信任，忠诚度，满意度和口碑产生积极影响。尤其是，品牌认知度对服务质量有积极影响。此外，还确认了感知服务质量，信任度，满意度和口碑之间的关系。