Corporate brand identity and service quality in higher education management

• Autorzy: Adebayo Olufunke Patricia , Kehinde Oladele Joseph , Ogunnaike Olaleke Oluseye , Olaoye Olusegun Peter , Adesanya Oluwatoyin Deborah

Identyfikatory

DOI

10.17512/pjms.2019.20.2.04

Warianty tytułu

PL

Tożsamość marki korporacyjnej i jakość usług w zarządzaniu szkolnictwem wyższym

• Języki publikacji: EN

Abstrakty

EN

Corporate brand identity brings businesses within the marketplace into the limelight by making the organisations appealing to investors, stimulating the distinctiveness of the services and products from other competitors, and ensuring continuous relevance in the corporate world. As a result, many organisations strive for a distinct and identifiable identity. This study investigates the effects of corporate brand identity on service quality in selected higher educational institutions. It explores the possible effects of online marketing on service quality and determines the influence of corporate visual identity on brand performance. A federal and a private university in Nigeria have been selected for this study and 356 copies of questionnaire are administered randomly to members of faculty and staff of these universities. 334 copies of the questionnaire are valid at 93.82% response rate, and these are used for the analysis. The findings indicate that the top management of organisations should ensure the adoption of corporate brand identity management for resilience in their performance.

PL

Tożsamość marki korporacyjnej stawia firmy na rynku w centrum uwagi, czyniąc organizacje atrakcyjnymi dla inwestorów, stymulując wyróżniające się usługi i produkty od innych konkurentów oraz zapewniając ciągłe znaczenie w świecie korporacyjnym. W rezultacie wiele organizacji dąży do wyraźnej i możliwej do zidentyfikowania tożsamości. Niniejsze badanie bada wpływ tożsamości marki korporacyjnej na jakość usług w wybranych szkołach wyższych. Bada możliwy wpływ marketingu internetowego na jakość usług i określa wpływ tożsamości wizualnej firmy na wyniki marki. Do tego badania wybrano federalny i prywatny uniwersytet w Nigerii, a 356 kopii kwestionariusza jest losowo podawanych członkom wykładowców i pracownikom tych uniwersytetów. 334 egzemplarze kwestionariusza są ważne przy wskaźniku odpowiedzi 93,82% i są one wykorzystywane do analizy. Ustalenia wskazują, że najwyższe kierownictwo organizacji powinno zapewnić przyjęcie zarządzania tożsamością marki korporacyjnej w celu zapewnienia odporności ich wyników.

Słowa kluczowe

EN

corporate brand identity; service quality; online advertising; corporate virtual identity; higher educational institution

PL

tożsamość marki firmy; jakość usług; reklama online; wirtualna tożsamość korporacyjna; wyższa instytucja edukacyjna

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2019
• Tom: Vol. 20, No. 2
• Strony: 45--59
• Opis fizyczny: Bibliogr. 49 poz., tab.

Twórcy

autor

Adebayo Olufunke Patricia

• Department of Business Management, Covenant University, Ota, Nigeria

autor

Kehinde Oladele Joseph

• Department of Business Management, Covenant University, Ota, Nigeria

autor

Ogunnaike Olaleke Oluseye

• Department of Business Management, Covenant University, Ota, Nigeria

autor

Olaoye Olusegun Peter

• Monitoring and Administrative Control, Covenant University Chaplaincy, Covenant University, Ota, Nigeria

autor

Adesanya Oluwatoyin Deborah

• Department of Business Management, Covenant University, Ota, Nigeria

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Uwagi

Opracowanie rekordu ze środków MNiSW, umowa Nr 461252 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2020).