A study on impact of students perceived service quality on brand performance of self-financing engineering institutions

Abstract

Higher education engineering institutions in India faces a tough competition in getting the students, the students perception towards the institution depends upon the brand image of the institution. This scenario pushes the engineering education to think about branding and positioning in the competitive market and which can help to give the college the unique position in the market and help in gaining competitive advantage. This study aims at assessing the perceived service quality of the self financing engineering institutions students, their satisfaction, students' trust and students' loyalty contribute towards brand performance of self financing engineering institution. This study is descriptive research design type and is based on the primary data; and by using the simple random sampling technique. The result indicates that the perceived service quality has significant effect on students' satisfaction, which then leads to significant effect on brand performance.