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

Yu Chuan Chen

doi:10.1007/s40299-015-0264-z

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

Yu Chuan Chen

Research output: Contribution to journal › Article › peer-review

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 language	English
Pages (from-to)	315-323
Number of pages	9
Journal	Asia-Pacific Education Researcher
Volume	25
Issue number	2
DOIs	https://doi.org/10.1007/s40299-015-0264-z
Publication status	Published - 2016 Apr 1

Keywords

Higher education
International student
Loyalty
Marketing mix
Relationship quality

ASJC Scopus subject areas

Education

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.1007/s40299-015-0264-z

Cite this

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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.

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KW - Loyalty

KW - Marketing mix

KW - Relationship quality

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

Abstract

Keywords

ASJC Scopus subject areas

UN SDGs

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