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Model of Relationship Among marketing Public Relations, service quality and Attitude Toward Brand
Journal
Asean marketing journal
ISSN
2085-5044
Date Issued
2019
Author(s)
Viet Dung Trinh
Nguyễn Hoàng Mai
DOI
10.21002/amj.v10i1.10626
Abstract
Research Aims: Exploratory.
Design/methodology/approach: This research is based on quantitative data collected from 317
respondents who took part in various MPR programs of RMIT International University Vietnam
(RMIT Vietnam) in 2016.
Research Findings: Through multiple regression analysis, it was concluded that MPR has a
positive relationship with ATB and the tangibles dimension of SERVQUAL; MPR also indirectly
affects ATB through this service quality dimension. This research concluded with a model of the
relationships among MPR, service quality and ATB.
Theoretical Contribution/Originality: This research is based on the perspective that public
relations may have significant value in terms of marketing, and MPR could benefit corporates
by enhancing their services as well as long-term relationships with and trust of customers by
generating a positive attitude toward their brand.
Research limitation/Implications: For the implementations, managers of RMIT Vietnam are
highly recommend to make the MPR programs more tangible to gain positive ATB. Other service
providers will enhance their service quality and adjust the budget accordingly by implementing
this model for innovative solutions to ongoing marketing programs.
Design/methodology/approach: This research is based on quantitative data collected from 317
respondents who took part in various MPR programs of RMIT International University Vietnam
(RMIT Vietnam) in 2016.
Research Findings: Through multiple regression analysis, it was concluded that MPR has a
positive relationship with ATB and the tangibles dimension of SERVQUAL; MPR also indirectly
affects ATB through this service quality dimension. This research concluded with a model of the
relationships among MPR, service quality and ATB.
Theoretical Contribution/Originality: This research is based on the perspective that public
relations may have significant value in terms of marketing, and MPR could benefit corporates
by enhancing their services as well as long-term relationships with and trust of customers by
generating a positive attitude toward their brand.
Research limitation/Implications: For the implementations, managers of RMIT Vietnam are
highly recommend to make the MPR programs more tangible to gain positive ATB. Other service
providers will enhance their service quality and adjust the budget accordingly by implementing
this model for innovative solutions to ongoing marketing programs.