An Integrated Model of Perceived Quality in the Brand Performance of Higher Education Institution

In recent times, Malaysia's higher education is currently facing dynamic changes due to the government's focus in making Malaysia as a leading education hub in the region. As all programmes are under the purview of the Malaysian Qualifications Agency (MQA), syllabuses across institutions are required to strictly adhere to the standards outlined by MQA. Having similar programmes offered by various universities makes it difficult to be differentiated from one to the other. Thus UniBrand performance has become an important indicator for universities to differentiate themselves amongst other universities. The purpose of this study is to propose a conceptual framework where service quality has a direct effect on UniBrand performance of the university. However, in order to make the universities' brand to be sustainable, they will need to focus on student satisfaction and student loyalty. This study employs consumer decision-making process model to support the proposed framework.