Abstract
The demand for good reputation has increased more due to pressure of globalization and
internationalization of higher education (Lafuente-Ruiz-de-Sabando, Zorrilla, & Forcada, 2018)
where national competition is no more a challenge but institutes have to compete on international
level for long term sustainability. The current study was intended to find the effect of two major
aspects of learning experience i.e. teaching quality and academic activities on student satisfaction
and reputation of business schools in Khyber Pakhtunkhwa, Pakistan. Moreover, mediating role of
student satisfaction in the relationship between learning experience i.e. teaching quality and
academic activities and reputation of business schools was also investigated. The study adopted
positivism and deductive approach. A sample of 351 students was surveyed on a five-point Likert
scaled questionnaire. Confirmatory factor analysis and multiple regression analysis were used to
test model fitness and hypotheses. Furthermore, two methods i.e. Baron and Kenny (1986) and
Hayes (2017) statistical techniques were used to check the mediation effect in the study. Findings
of the study displayed that teaching quality & academic activities have a positive and significant
effect on student’s satisfaction and reputation of business school. Moreover, it was found that
student satisfaction serve as the role of partial mediator between learning experience (teaching
quality & academic activities) and reputation of business school. The study would help the business
schools in Pakistan to build their reputation by considering the features related to good teaching
quality and academic activities explored in the study. These factors have also the potential to
increase student satisfaction and in turn build a strong reputation to improve the ranking position
of business school. Thus, it can guide business school in attracting and maintaining the adequate
number of students in times of severe competition.
Irum Khattak, Shahid Jan Kakakhel, Anjum Ihsan. (2020) Student Satisfaction as a Mediator between Learning Experience and Reputation: Insights from Business Schools in Khyber Pakhtunkhwa, Abasyn Journal of Social Sciences, Volume-13, Issue-1.
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