THE ROLE OF LEARNING MANAGEMENT SYSTEM ON UNIVERSITY BRANDING: EVIDENCE FROM VIETNAM

Abstract

This research investigates the effect of learning management system (LMS) on student
satisfaction and performance and how LMS ultimately can strengthen the branding of a
university. Case studies were conducted at the private Thanglong University in Hanoi-Vietnam.
A mixed method including qualitative and quantitative approaches was used in this study. Path
analysis was carried out to analyze questionnaire data. Interviews and literature studies were
conducted to support the research data. The research model adapted the theory of DeLone and
Mc Lean to analyze the success of LMS to leverage university branding as shown by the
satisfaction and performance of students as LMS users. The research result indicated that LMS
significantly strengthen university branding through the increase of student satisfaction and
performance. LMS as a means of reforming higher education towards digitalization is able to
answer the demands of students as university stake holders to create a more effective teaching
and learning process. The empirical results are expected to contribute to providing input on the
development of the LMS system as a part of digital university branding as a source of
competitive advantage.