THE MEDIATION ROLE OF CUSTOMER SATISFACTION ON SERVICE QUALITY AND CORPORATE IMAGE - AN EVIDENCE FROM LEBANESE PRIVATE UNIVERSITIES

Authors

Lama Mohammad Khawaja, PhD student, Faculty of Business Administration, Beirut Arab University, Beirut, LebanonFollow
AlaaEldine Abbass Ali, Associate Professor, Faculty of Business, Administration, Beirut Arab University, Beirut, Lebanon,Follow
Nehale Mostapha, Professor – Dean Faculty of Business Administration, Beirut Arab University, Beirut, LebanonFollow

Abstract

The higher education sector in Lebanon faces a number of challenges due to its rapid expansion, which has had many implications for the development of the sector. However, each university competes for a limited resources. Thus, promoting the image of the university becomes an essential factor for survival. The purpose of this study is to explore the relationship between service quality and corporate image with customer satisfaction as an intermediary in private universities in Lebanon. A survey of 378 respondents was conducted. A judgmental sample of university students was selected. The framework was tested by structural equation modeling (SEM). The results show that the service quality influences both customer satisfaction and the image of the company. In addition, customer satisfaction is partially involved in the relationship between service quality and corporate image . This study suggested that marketers should focus on service quality and customer satisfaction to strengthen the corporate image when adopting their strategies at private universities in Lebanon.

Keywords

service quality; customer satisfaction; corporate image; private universities; Lebanon

Recommended Citation

Khawaja, Lama Mohammad; Ali, AlaaEldine Abbass; and Mostapha, Nehale (2021) "THE MEDIATION ROLE OF CUSTOMER SATISFACTION ON SERVICE QUALITY AND CORPORATE IMAGE - AN EVIDENCE FROM LEBANESE PRIVATE UNIVERSITIES," BAU Journal - Society, Culture and Human Behavior: Vol. 3: Iss. 1, Article 11.
DOI: https://doi.org/10.54729/2789-8296.1060