The Drive Behind International Student Loyalty in Higher-Educational Institutions: A Structural Equation Model

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    8 Citations (Scopus)

    Abstract

    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.

    Original languageEnglish
    Pages (from-to)315-323
    Number of pages9
    JournalAsia-Pacific Education Researcher
    Volume25
    Issue number2
    DOIs
    Publication statusPublished - 2016 Apr 1

    Keywords

    • Higher education
    • International student
    • Loyalty
    • Marketing mix
    • Relationship quality

    ASJC Scopus subject areas

    • Education

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