Abstract
As the higher education industry in Asia prospers, attracting international students is becoming more competitive for countries in the region, particularly for Malaysia. The establishment of foreign universities in Malaysia has contributed to a healthy competition in the private higher-education sector, as these foreign universities provide potential students more choices for degrees according to a university's country-of-origin (COO) and the university's brand name. Despite past discussions of various service quality perception models, the purported superiority of the available model to other potential instruments for service quality perception in higher education remains controversial. This paper offers a conceptual framework based on the interaction between the university brand name, university country-of-origin, and the combination of the two versions of service quality perception instruments: (a) SERVPERF scale by Cronin and Taylor (1992); and (b) HEdPERF scale by Firdaus (2006). The study will result in a thorough and updated version of service quality perception instruments for the private higher-education sector. Results from the application of this framework will also facilitate regional institutions' and policy makers' abilities to benchmark and position themselves against others in the industry.
Original language | English |
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Title of host publication | Innovation and Knowledge Management |
Subtitle of host publication | A Global Competitive Advantage |
Publisher | IBIMA |
Pages | 1588-1598 |
Number of pages | 11 |
Volume | 3 |
ISBN (Print) | 9780982148952 |
Publication status | Published - 2011 |
Event | 16th International Business Information Management Association Conference 2011 - Kuala Lumpur, Malaysia Duration: 29 Jun 2011 → 30 Jun 2011 |
Conference
Conference | 16th International Business Information Management Association Conference 2011 |
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Abbreviated title | IBIMA 2011 |
Country/Territory | Malaysia |
City | Kuala Lumpur |
Period | 29/06/11 → 30/06/11 |
Keywords
- Brand effect
- Country-of-origin
- Perceived service quality
- Private higher education
ASJC Scopus subject areas
- Business and International Management
- Management Information Systems
- Management of Technology and Innovation
- Information Systems and Management