The relationship between Institution Branding, Teaching Quality and Student Satisfaction in Higher Education in Hong Kong

Anthony Wong

Anthony Wong School of Business and Hospitality Management Caritas Institute of Higher Education, Hong Kong.

Keywords: institution branding, Higher education, Teaching quality, Student satisfaction

Abstract

The rapid expansion of Hong Kong’s higher education sector both in the government-funded and self-funded higher education in Hong Kong generated a high competition in this industry. In order to study how institutions increase their competitiveness, this study investigated the relationship between the institution branding, teaching quality and student satisfaction. A quantitative research was conducted to empirically test three hypotheses by employing a questionnaire survey. As the primary customers of higher education, full-time students enrolled in post-secondary programs offered by government-funded and self-funded higher education institutions in Hong Kong were randomly selected as the targeted participants. Two thousand students were sent questionnaires and 1,170 valid responses were received, representing a response rate of 58.5%. Results of the analysis show that the teaching quality has a positive and significant influence on institution branding, institution branding has a positive and significant influence on student satisfaction whilst the mediating effect of institution branding is only considered as a partial mediation between teaching quality and student satisfaction. The study contributes to the higher education debate and provides unique student-perceived insights into institution branding, student satisfaction and the quality of teaching in Hong Kong’s higher education sector.

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References

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