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Understanding Student Motivation: A Key to Retention in Higher Education

Author

Listed:
  • Rizkallah Elias G.

    (Department of Management and Marketing, La Sierra University, United States of America)

  • Seitz Victoria

    (Department of Marketing, California State University San Bernardino, United States of America)

Abstract

This paper explores what motivates college students at different stages of their academic studies. Using Herzberg’s two-factor theory, the researchers conducted a survey of 535 students in three south-western universities to determine if motivations changed throughout their academic careers. Results showed that students at different stages of their college careers have different concerns and, as such, different motivational strategies are needed to respond to their concerns. Implications are given to grow and retain enrolment.

Suggested Citation

  • Rizkallah Elias G. & Seitz Victoria, 2017. "Understanding Student Motivation: A Key to Retention in Higher Education," Scientific Annals of Economics and Business, Sciendo, vol. 64(1), pages 45-57, March.
    • Handle: RePEc:vrs:aicuec:v:64:y:2017:i:1:p:45-57:n:4
    DOI: 10.1515/saeb-2017-0004
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    More about this item

    Keywords

    motivation; higher education retention; enrollment; satisfaction;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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