Purpose

This study is undertaken to examine the role of information and communication technology (ICT), e-service quality and e-information quality towards brand image of universities by concentrating on students’ e-learning, e-word of mouth and satisfaction.

Design/methodology/approach

The target population was the students of public and private universities in Pakistan. Data collected using an e-questionnaire by 408 students were subjected to PLS-SEM for analysis.

Findings

Findings revealed that ICT, e-service quality and e-information quality are positively contributed toward students' e-learning which ultimately leads to create positive e-word of mouth and students' satisfaction. Meanwhile, results also identified that e-word of mouth and students' satisfaction lead to generate a positive brand image of universities.

Practical implications

This study has unique implications for universities to develop an e-learning platform to facilitate their students in this situation of COVID-19. It provides guidelines for educational institutions to implement the learning management system effectively with a view to facilitate the students with education.

Originality/value

This study has novel contribution in literature in the domain of digital learning. It is unique in a way to integrate the usage of technology with students' e-learning and satisfaction that ultimately create brand image of universities.

中文翻译：

---

巴基斯坦教育机构中数字学习对学生满意度和大学品牌形象的作用：COVID-19的后效应

目的

本研究旨在通过关注学生的电子学习，电子口碑和满意度来检验信息和通信技术（ICT），电子服务质量和电子信息质量对大学品牌形象的作用。

设计/方法/方法

目标人群是巴基斯坦的公立和私立大学的学生。408名学生使用电子问卷收集的数据经过PLS-SEM进行分析。

发现

调查结果表明，信息通信技术，电子服务质量和电子信息质量对学生的电子学习有积极的贡献，最终导致建立积极的口碑和学生的满意度。同时，研究结果还表明，口口相传和学生的满意度可以在大学中树立积极的品牌形象。

实际影响

这项研究对大学开发电子学习平台以在COVID-19的这种情况下为学生提供便利具有独特的意义。它为教育机构提供有效实施学习管理系统的指导方针，以便利学生接受教育。

创意/价值

这项研究在数字学习领域对文学有新的贡献。它以一种独特的方式将技术的使用与学生的电子学习和满意度相结合，从而最终建立了大学的品牌形象。