A Study on Service Brand Communication Special Reference to the Private Professional Educational Institutes
R. Kishokumar *
Department of Management, Faculty of Commerce and Management, Eastern University, Sri Lanka
*Author to whom correspondence should be addressed.
Abstract
Service Brand Communication plays a crucial role in determining the brands, which is useful for business and it provides the values to consumers as well. This study examined the level of Service Brand Communication in Private Professional Educational Institutes as research problem. Hence the research was carried out with an objective to identify the degree of Service Brand Communication in Private Professional Educational Institutes. Personal Interactive Communication and Marketing Mix Communication were considered as the measurement variables of Service Brand Communication. 200 students have been selected from 07 Private Professional Educational Institutes in Batticaloa District as a sample based on the stratified proportionate random sampling method. Data were analyzed and evaluated by descriptive statistical method. Findings have shown that the Service Brand Communication is at high level in Private Professional Educational Institutes in Batticaloa District. Result of this study revealed that the Service Brand Communication is important to attract the students at Private Professional Educational Institutes in Batticaloa District.
Keywords: Service Brand Communication, Personal Interactive Communication, Marketing Mix Communication