The Drive Behind International Student Loyalty in Higher-Educational Institutions: A Structural Equation Model
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The Drive Behind International Student Loyalty in HigherEducational Institutions: A Structural Equation Model Yu-Chuan Chen1
De La Salle University 2015
Abstract The purpose of this study is to explore structural equation modeling among a marketing mix, relationship quality, and international student loyalty in Taiwanese highereducational institutions. In total, 353 surveyed students answered a questionnaire, with 337 students answering all of the questions. The findings suggest that a marketing mix is positively associated with the relationship quality of international students, and that relationship quality is also positively associated with student loyalty. Student trust and commitment enhances loyalty to universities. In the highereducational sector, these findings have implications for universities seeking to compete in a more deregulated, marketdriven, higher-educational environment in the future. Keywords International student Marketing mix Relationship quality Loyalty Higher education
Introduction For the last two decades, a steady shift has been taking place in higher education. Currently, Asian higher-educational institutions are challenged to provide better quality education to recruit more students. This situation is occurring because more opportunities now exist for senior high school students and vocational-education students to enter highereducational institutions in Asia, in addition to a trend whereby couples are having fewer children. In this
environment, the competition for recruiting and retaining students has become fiercer than ever. In terms of people having fewer children, international student recruitment has also become an increasingly important component of the competitive environment in Asian higher education. Much less research is available, which explores the relationship between quality, loyalty, and marketing strategies in the context of international students. International students have different reasons to choose particular course programs and study locations (Becker and Kolster 2012). In order to better understand the reasons and motivations of these students and to develop more effective recruitment policies and marketing strategies, it is important to explore how students decide on a specific study location and academic institution, as well as the factors that contribute to student loyalty. Correspondingly, for certain types of research, such as educational marketing and higher-educational management, less research attention has been paid to international student loyalty and the marketing mix in Asia. The purpose of this study is to explore structural equation modeling among a marketing mix, relationship quality, and student loyalty in Taiwanese higher-educational sectors. It provides a framework through which to understand higher-education management from an international student perspective. The total sample was composed of 337 international students and a research model of the above three variables is proposed and tested using a structural equa
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