The nexus between service encounter perfomance and brand evangelism

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dc.contributor.authorDavid Amani
dc.date.accessioned2024-03-27T12:43:28Z
dc.date.available2024-03-27T12:43:28Z
dc.date.issued2019
dc.descriptionAbstract. Full text Article available at: https://doi.org/10.29259/sijdeb.v3i2.171-192
dc.description.abstractDespite its usefulness in business settings, very little is known about branding in the lens of higher education. The purpose of this study was to examine special critical incidents during service encounter performance which can trigger brand evangelism. The study adopted a cross-sectional survey research design, data were collected through administering semi-structured questionnaires to 241 students of one public university in Tanzania. Structural Equation Modelling was used to analyse data due to its strength in testing relationship between variables with multiple measurement items. The findings reveal that, service encounter performance that create unique memorable experience is very useful in triggering brand evangelism. It is recommended that, the best model of HEIs branding should consider students as the central point to HEIs brand. Therefore, HEIs should strive to proselytize students to be brand evangelists by ensuring that each service encounter produce critical incidents that create memorable experience and eventually loveto HEIs brand.
dc.identifier.citationAmani, D. (2019). The nexus between service encounter perfomance and brand evangelism. Sriwijaya International Journal of dynamic economics and business, 171-192.
dc.identifier.doi10.29259/sijdeb.v3i2.171-192
dc.identifier.issn2581-2904
dc.identifier.otherDIO: https://doi.org/10.29259/sijdeb.v3i2.171-192
dc.identifier.urihttps://repository.udom.ac.tz/handle/20.500.12661/4422
dc.language.isoen
dc.publisherFaculty of Economics, Universitas Sriwijaya
dc.relation.ispartofSRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS
dc.subjectService Encounter Performance
dc.subjectCritical Incidents
dc.subjectHigher Education Institutions (HEIs)
dc.subjectBrand Evangelism
dc.subjectBranding
dc.titleThe nexus between service encounter perfomance and brand evangelism
dc.typejournal-article
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