Key service drivers for building strong brand equity in higher Education : The case of the Arab academy for science and Technology and Maritime Transport AASTMT

The present study investigates the path from specific aspects of service qualities to overall perception of service quality; perceived value on service brand equity in higher education. Based on a survey of  foreign students registered in the Arab academy for science and Technology and Maritime Transport (AASTMT). it has been realized. That not all specific aspects of service quality have the same effects on overall service quality or perceived value and brand equity. Moreover, overall service quality mediates the relationship between service quality dimensions and perceived value. This is in addition to other realized findings to suggest that the Perceived value is not a mediator variable in the relationship between overall service quality, preceded by all specific aspects of service quality, and brand equity. Finally, the survey refer also findings suggest that overall service quality has a significant role in building service brand equity in the private higher education sector for managers; study suggests the importance to improve all the different aspects of service quality in order to increase the value of their brand. Developing and maintaining valueadding service quality dimensions will help with the positioning of a university’s services