STUDY ON RELATIONSHIP OF CUSTOMER VALUES, CUSTOMER SATISFACTION AND BRAND RELATIONSHIP QUALITY IN HIGHER LEARNING SERVICE

• Main Author: ELEEN, WONG YUE TENG
• Format: Final Year Project Report
• Language: English
• Published: Universiti Malaysia Sarawak, (UNIMAS) 2017
• Subjects: HF Commerce
• Online Access: http://ir.unimas.my/id/eprint/37909/1/Eleen%20Wong%20Yue%20Teng%20ft.pdf; http://ir.unimas.my/id/eprint/37909/
• Institution: Universiti Malaysia Sarawak

This study was done to study the relationship between cllstomer values towards brand relationshIp quality and the mediation of customer satisfaction, 1'\owadays, students do consider the branding ofhigher institution education as their choice, There are more and more institutions that ale putting effort Jl1 their branding so that the students who are their customers will be satisfied and hav,e arelationship with the institutions, Thus, this study is to investigate the relationship of customer brand relationship concept in the higher learning service. Customer brand relation,hlp customer are customer values such as utrlity value, hedonic value and relational value, Customer satisfaction and brand relationship quality are part of the customer brand relationship as welL Methodology in this study is collecting data from respondents who are students in private higher leammg service in Sarawak, Statistical Package for 'Socia! Science, (SPSS) verSion 22 is llsed to investigate the objectives orthis study, Overall, according to the result of SPSS output, all the hypotheses are accepted in this study.