Abstract
The purpose of this study is to examine the effect of information & communication
technology (ICT) orientation on university’s brand performance along with the mediating
role of student’s satisfaction and moderating role of trust and perceived service quality in
times of COVID-19. To achieve this purpose, a quantitative methodological approach
was adopted in which the data was collected online through 417 structured questionnaires
from university students of Pakistan. The data was analyzed using SPSS and AMOS in
which structural equation modeling was performed for testing hypotheses of the study.
Results of the current study indicate that the ICT orientation has a significant positive
effect on student’s satisfaction and university’s brand performance while the student’s
satisfaction significantly mediates the relationship between ICT orientation and
university’s brand performance. It has been further found that the perceived service
quality acts as a significant but negative moderator in the relationship between ICT
orientation and student’s satisfaction. Results further reveal that the trust acts as a
positive moderator in the relationship between student’s satisfaction and university’s
brand performance. The current study is expected to be an important contribution to the
literature and practice as it provides useful implications that how universities can enhance
and maintain their brand performance and student’s satisfaction during the COVID-19
outbreak by adopting techniques and tools of ICT.
Muhammad Amir Chaudhary, Naveed Iqbal Chaudhary, Alina Zulfiqar Ali. (2020) Enhancing University’s Brand Performance during the COVID-19 Outbreak: The Role of ICT Orientation, Perceived Service Quality, Trust, and Student’s Satisfaction, Pakistan Journal of Commerce and Social Sciences, Volume 14, Issue 3.
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