EXPLORING MEDIATING ROLE OF INSTITUTIONAL IMAGE THROUGH A COMPLETE STRUCTURAL EQUATION MODELING (SEM): A PERSPECTVE OF HIGHER EDUCATION

The prime objective of this study is to investigate the mediating role of institutional image between student satisfaction, program quality, and service quality in the context of higher education. To attain this aim, the Nordic model was used as theoretical foundation of the study. The Structural Equation Modeling (SEM) was used to analyze the influence of mediating variable and hypotheses testing. The population of this study was fourth-year business students of nine 'grade one' private universities in Bangladesh. Data (n=310) were gathered from students pursuing studies at different private universities in Bangladesh. The findings of this study revealed that image occupied full mediation role between student satisfaction and service quality. Furthermore, it also disclosed that the direct path of student satisfaction and service quality was not statistically significant. These exceptional findings indicate that academic experts should promote the institutional image, student satisfaction and program quality rigorously in order to enhance service quality of education. The outcomes of this study would provide substantial benefits to both practitioners and academics, especially in the context of private higher education. There is a deficiency of indirect link between student satisfaction, program quality and service quality. This study has integrated institutional image as a mediating variable to fulfill the deficiency between student satisfaction, program quality, and service quality.