The Nexus Between Service Encounter Perfomance and Brand Evangelism
Despite its usefulness in business settings, very little is known about branding in the lens of higher education. The purpose of this study was to examine special critical incidents during service encounter performance which can trigger brand evangelism. The study adopted a cross-sectional survey r...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Fakultas Ekonomi Universitas Sriwijaya
2019-07-01
|
| Series: | Sriwijaya International Journal of Dynamic Economics and Business |
| Subjects: | |
| Online Access: | https://sijdeb.unsri.ac.id/index.php/SIJDEB/article/view/148 |
| _version_ | 1797278207447138304 |
|---|---|
| author | David Amani |
| author_facet | David Amani |
| author_sort | David Amani |
| collection | DOAJ |
| description |
Despite its usefulness in business settings, very little is known about branding in the lens of higher education. The purpose of this study was to examine special critical incidents during service encounter performance which can trigger brand evangelism. The study adopted a cross-sectional survey research design, data were collected through administering semi-structured questionnaires to 241 students of one public university in Tanzania. Structural Equation Modelling was used to analyse data due to its strength in testing relationship between variables with multiple measurement items. The findings reveal that, service encounter performance that create unique memorable experience is very useful in triggering brand evangelism. It is recommended that, the best model of HEIs branding should consider students as the central point to HEIs brand. Therefore, HEIs should strive to proselytize students to be brand evangelists by ensuring that each service encounter produce critical incidents that create memorable experience and eventually love
to HEIs brand.
|
| first_indexed | 2024-03-07T15:59:59Z |
| format | Article |
| id | doaj.art-5e6247981eaa4fd1b8a302242f66c7aa |
| institution | Directory Open Access Journal |
| issn | 2581-2904 2581-2912 |
| language | English |
| last_indexed | 2024-03-07T15:59:59Z |
| publishDate | 2019-07-01 |
| publisher | Fakultas Ekonomi Universitas Sriwijaya |
| record_format | Article |
| series | Sriwijaya International Journal of Dynamic Economics and Business |
| spelling | doaj.art-5e6247981eaa4fd1b8a302242f66c7aa2024-03-04T21:54:00ZengFakultas Ekonomi Universitas SriwijayaSriwijaya International Journal of Dynamic Economics and Business2581-29042581-29122019-07-013210.29259/sijdeb.v3i2.171-19279The Nexus Between Service Encounter Perfomance and Brand EvangelismDavid Amani0University of Dodoma Department of Marketing and Entrepreneurship Despite its usefulness in business settings, very little is known about branding in the lens of higher education. The purpose of this study was to examine special critical incidents during service encounter performance which can trigger brand evangelism. The study adopted a cross-sectional survey research design, data were collected through administering semi-structured questionnaires to 241 students of one public university in Tanzania. Structural Equation Modelling was used to analyse data due to its strength in testing relationship between variables with multiple measurement items. The findings reveal that, service encounter performance that create unique memorable experience is very useful in triggering brand evangelism. It is recommended that, the best model of HEIs branding should consider students as the central point to HEIs brand. Therefore, HEIs should strive to proselytize students to be brand evangelists by ensuring that each service encounter produce critical incidents that create memorable experience and eventually love to HEIs brand. https://sijdeb.unsri.ac.id/index.php/SIJDEB/article/view/148Service Encounter PerfomanceCritical IncidentsHigher Education Institutions (HEIs)Brand EvangelismBranding |
| spellingShingle | David Amani The Nexus Between Service Encounter Perfomance and Brand Evangelism Sriwijaya International Journal of Dynamic Economics and Business Service Encounter Perfomance Critical Incidents Higher Education Institutions (HEIs) Brand Evangelism Branding |
| title | The Nexus Between Service Encounter Perfomance and Brand Evangelism |
| title_full | The Nexus Between Service Encounter Perfomance and Brand Evangelism |
| title_fullStr | The Nexus Between Service Encounter Perfomance and Brand Evangelism |
| title_full_unstemmed | The Nexus Between Service Encounter Perfomance and Brand Evangelism |
| title_short | The Nexus Between Service Encounter Perfomance and Brand Evangelism |
| title_sort | nexus between service encounter perfomance and brand evangelism |
| topic | Service Encounter Perfomance Critical Incidents Higher Education Institutions (HEIs) Brand Evangelism Branding |
| url | https://sijdeb.unsri.ac.id/index.php/SIJDEB/article/view/148 |
| work_keys_str_mv | AT davidamani thenexusbetweenserviceencounterperfomanceandbrandevangelism AT davidamani nexusbetweenserviceencounterperfomanceandbrandevangelism |