Investigating the Effects of E-Learning Service Quality on University Brand Image :Mediating Effects of Trust and Satisfaction

Abstract

This paper analyzes how service quality and knowledge sharing can affect student satisfaction and university brand image. For this purpose, an online survey was conducted to obtain ۲۲۵ usable responses. Based on the literature review, a model of university brand image was developed to identify the relevant drivers. The study aims to conceptualize the university brand image and analyze its correlations with student satisfaction, trust, knowledge sharing, and service quality.Quantitative methods were employed for data collection by using a questionnaire in the Institute of Mehr Alborz Higher Education, Iran, for hypothesis testing. The author used the quantitative partial least squares structural equation modeling (PLS-SEM) technique.Research findings indicated that technical system quality and learner quality played key roles in student satisfaction. Moreover, instructor quality, knowledge sharing, and student satisfaction had significant effects on university brand image. Trust had a positive mediating effect on the correlation between knowledge sharing, instructor quality, and university brand image. Overall, the proposed model demonstrated the importance of experience-based service attributes, knowledge sharing, and their effects on university brand image for sustainable goals. This study contributes to the literature on e-learning and marketing within the academic context and provides a framework for enhancing decision quality in universities. The results suggested focusing on technical system quality, learner quality, instructor quality, and knowledge sharing to improve the university brand image.