The Impact of Higher Education Service Quality on Institutional Image and Student Satisfaction: The Role of Institutional Image as Mediator

ABSTRACT Measurement of student satisfaction and institutional image was frequently a challenge for stakeholders in higher education. The current study looks into how different institutional services in higher education impact institutional image and student satisfaction. A standardized questionnaire was employed in a self‐administered online survey to gather information, and 302 valid samples were then evaluated using a structural equation model. Empirical results indicate that teachers’ profiles, syllabus and curriculum, research activities, economic value, institutional facilities and management policies are the main influencers of institutional image and student satisfaction. Additionally, the findings indicate that the institutional image has a significant direct and mediating impact on student satisfaction. It is undeniable that contextual service‐driven constituents have a beneficial impact on both students’ perceptions of their academic lives and the institution's reputation. Given this, the current study could aid higher education institutions (HEIs) in offering competitive services pertaining to institutional image and student happiness, enabling them to achieve a sustained competitive edge over their competitors.