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Parallel Session: Reputation Of Private Universities In Pakistan And Its Impact Upon Student Satisfaction And Loyalty, Seema Arif, Maryam Ilyas
Parallel Session: Reputation Of Private Universities In Pakistan And Its Impact Upon Student Satisfaction And Loyalty, Seema Arif, Maryam Ilyas
International Conference on Marketing
Background: Ranking of private universities is an emerging phenomenon after the establishment of Higher Education Commission (HEC) in Pakistan. Ranking is becoming need of time as public and private universities are competing more and more for business and profit. The business of private universities depends upon independent revenue generation; therefore, student retention is crucial for such institutions. Moreover, university image has much to do with establishing the brand in market to attract quality students and faculty and it can be best assured through service quality and student satisfaction. Brown and Mazzarol (2009) have suggested that the university reputation or the …