Resumen

GRIMALDO REYES, Sanjuana Edith; GOMEZ SANCHEZ, David  y  BALDERAS HUERTA, María Edith. Quality of service as a determinant of Brand value and its dimensions in higher education institutions. Vértice univ. [online]. 2025, vol.27, n.96, e489.  Epub 18-Ago-2025. ISSN 2683-2623.  https://doi.org/10.36792/rvu.v27i96.489.

The objective of this research is to analyze the effect of service quality on the brand value and its dimensions of an educational institution located in Rioverde, San Luis Potosí. The methodology was quantitative, descriptive in scope and cross-sectional in design. The population consisted of 1329 consumers of educational services, with a sample of 302. Data were collected through a survey and the instrument was composed of twenty-nine items to calculate brand value and the SERVQUAL scale composed of twenty-two items to measure service quality. A canonical correlation was conducted where it was determined that service quality has a significant impact on brand equity (ρ =0.817, sig.=0.000). Likewise, the PLS Smart program was used to evaluate the hypotheses, which were accepted. It was concluded that if service quality is good, it will have a good impact on brand equity and its dimensions, since service quality has an indirect impact on these dimensions.

Palabras llave : Brand Equity; Service Quality; Educational Services; I20; M31.

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