Influence of Service Brand Communication on Behavioral Intention Special Reference to the Private Professional Educational Institutes in Batticaloa District

Abstract

Service brand communication plays a crucial role in determining the Behavioral Intention towards the brands, which is useful for business. It provides the values to consumers as well. This study examined whether service brand communication has an influence on Behavioral Intention in Private Professional Educational Institutes as a research problem. This research was carried out with an objective to examine the influence of service brand communication on behavioural Intention in Private professional Educational Institutes in Batticaloa district. Personal interactive communication and marketing mix communication are considered as the measurement variables of service brand communication and Behavioral Intention is considered as the dependent variable. 200 students from 07 Private Professional Educational Institutes in Batticaloa district have been selected as a sample base on the stratified proportionate random sampling method for this study. Data were analyzed and evaluated by Descriptive statistic, Correlation and multiple regressions analysis. Findings have shown the service brand communication and Behavioral Intention is at a high level. Moreover, it also found that there is a strong positive relationship between service brand communication and behavioral intention. Service brand communication significantly influences the behavioral intention of private professional educational institutes. Results of this study suggest that the service brand communication is important to examine the dispositional source of behavioral intention.