Using SERVQUAL to measure the impact of marketing policy relation (MPR) programs on attitude toward a brand - A case of RMIT International University Vietnam

Abstract

The collaborating relationship between marketing and public relations has been an arguable issue among both academia and specialists. While the concept and practice of two discrete disciplines is carefully study in many researches, marketing public relations (MPR) received little discussion and investigation. In addition, measure the impact of a promotion campaign on human interactions such as their changing attitudes is very difficult to quantify. Agencies and communications professionals are always struggling with this challenging. Therefore, this research laid foundations by using SERVQUAL framework, experiments to measure the impact of MPR programs of RMIT International University Vietnam on attitude toward its brand. A survey was accompanied with 317 respondents in Ho Chi Minh City, Vietnam to collect primary data. Constructing on the linear multiple regression analysis, it was concluded that MPR programs have positive relationship with attitude toward brand. Moreover, this research showed that MPR programs indirectly affect attitude toward brand through tangibles dimension of SERVQUAL. It also proved the positive relationship of MPR programs with empathy and tangibles dimension of SERVQUAL. Hence, marketing and public relations managers are highly recommended to make the MPR programs more tangible in order to gain positive attitude toward a brand. Keywords: Marketing public relations, MPR, Marketing, Public Relations, Communications, SERVQUAL, Tangibles, Attitude toward brand.