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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