Modeling higher education institutional choice drivers: a pre- and in-pandemic study of business schools in India

Purpose - The decision to select one amongst many choices of higher education institutions (HEIs) is a complex process. At a theory-building level, this study investigates the determinants of students' decisions as they consider investing in a long-term credence service higher education (HE) contract in pre- and in-pandemic and the implications for education managers. The second aspect is how disruptive global events influence such choice-making. Design/methodology/approach - The study hypothesized that there would be significant differences in the driving factors and their weight in students' decisions seeking admission into B-schools (Business schools). Structural equation modeling (SEM) andt-test validate the determinants and test hypothesized differences. Findings - Results reveal that core faculty quality, industry exposure, institutional brand name, placement offered, return on investment and specializations offered are the preferred choice criteria. The results reveal that choice criteria in the pre-and in-pandemic differ significantly. Originality/value - The application of the SEM approach on a large primary database of students during the pre and in-pandemic periods to understand the changes in the choice of B-school for admission is the original aspect of the paper. Insights from the four hypotheses which got rejected provide value to stakeholders. As the pandemic is rearing its head once again across the globe, this study would be able to inform admissions managers on how to navigate for admissions success.