TY - JOUR
T1 - The Drive Behind International Student Loyalty in Higher-Educational Institutions
T2 - A Structural Equation Model
AU - Chen, Yu Chuan
PY - 2016/4/1
Y1 - 2016/4/1
N2 - The purpose of this study is to explore structural equation modeling among a marketing mix, relationship quality, and international student loyalty in Taiwanese higher-educational 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 higher-educational sector, these findings have implications for universities seeking to compete in a more deregulated, market-driven, higher-educational environment in the future.
AB - The purpose of this study is to explore structural equation modeling among a marketing mix, relationship quality, and international student loyalty in Taiwanese higher-educational 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 higher-educational sector, these findings have implications for universities seeking to compete in a more deregulated, market-driven, higher-educational environment in the future.
KW - Higher education
KW - International student
KW - Loyalty
KW - Marketing mix
KW - Relationship quality
UR - http://www.scopus.com/inward/record.url?scp=84961799088&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84961799088&partnerID=8YFLogxK
U2 - 10.1007/s40299-015-0264-z
DO - 10.1007/s40299-015-0264-z
M3 - Article
AN - SCOPUS:84961799088
VL - 25
SP - 315
EP - 323
JO - Asia-Pacific Education Researcher
JF - Asia-Pacific Education Researcher
SN - 0119-5646
IS - 2
ER -