The impact of student support service quality based on AUN-QA on student satisfaction and the role of brand image: A study at Tay Do University

Tóm tắt

This study focuses on evaluating the impact of support service quality on student satisfaction at Tay Do University, while also examining the mediating role of brand image in this relationship. The theoretical framework is grounded in Social Exchange Theory, the Triple Bottom Line model, and the AUN-QA assessment standards (version 4.0). Data were collected from over 800 students majoring in Economics and Business Administration, utilizing the Partial Least Squares Structural Equation Modeling (PLS-SEM) method for analysis. The findings reveal that support service quality has a positive influence on student satisfaction, with brand image serving as a significant mediator that strengthens students' attachment to the university. These results offer practical implications for university administrators and the Faculty of Economics, emphasizing the need to enhance support services and invest in brand development. Such efforts not only improve student satisfaction but also increase the university’s competitiveness in student recruitment and elevate the overall quality of education.