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Determining Service Quality Indicators to Recruit and Retain International Students in Malaysia Higher Education Institutions: Global Issues and Local Challenges

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  • Ismail Hussein Amzat

    (Department of Social Foundation and Educational Leadership, International Islamic University Malaysia, Kuala Lumpur 53100, Malaysia)

  • Abdul Hakeem Alade Najimdeen

    (Kulliyyah of Education, International Islamic University Malaysia, Kuala Lumpur 53100, Malaysia)

  • Lynne M. Walters

    (Department of Teaching, Learning and Culture, Texas A&M University, College Station, TX 77843, USA)

  • Byabazaire Yusuf

    (School of Education, Universiti Utara Malaysia (UUM), Bukit Kayu Hitam 06010, Malaysia)

  • Nena Padilla-Valdez

    (Centre for Communication, Teaching and Learning, Universiti Teknologi Brunei, Bandar Seri Begawan BE1410, Brunei)

Abstract

International student mobility has become an effective global strategy for tertiary institutions’ economic growth, revenue, and diversity. This study aimed to provide service quality indicators that can be used to improve international student mobility services in Malaysian public universities. The sample comprised international students in Malaysia, with 1273 students from 76 countries participating. The SERVQUAL model and instrument were used, and the indicators were determined using the measurement model (MM) and Analytic Hierarchy Process (AHP). The findings of MM and AHP ranked courtesy and communication as the highest indicators, and AHP found that soft skills were required to improve service quality at Malaysian higher education institutions. These findings contribute to understanding what is needed to improve the university quality service system in Malaysian public universities. The results also apply to other universities, especially Southeast Asian countries involved in internationalisation practices. Practical implications were provided to improve internationalisation service quality at colleges and universities, with suggestions for future study.

Suggested Citation

  • Ismail Hussein Amzat & Abdul Hakeem Alade Najimdeen & Lynne M. Walters & Byabazaire Yusuf & Nena Padilla-Valdez, 2023. "Determining Service Quality Indicators to Recruit and Retain International Students in Malaysia Higher Education Institutions: Global Issues and Local Challenges," Sustainability, MDPI, vol. 15(8), pages 1-25, April.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:8:p:6643-:d:1123343
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    References listed on IDEAS

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    1. Chonlatis Darawong & Mukdashine Sandmaung, 2019. "Service quality enhancing student satisfaction in international programs of higher education institutions: a local student perspective," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 29(2), pages 268-283, July.
    2. Amr Abdullatif Yassin & Norizan Abdul Razak & Yousef A. M. Qasem & Murad Abdu Saeed Mohammed, 2020. "Intercultural Learning Challenges Affecting International Students’ Sustainable Learning in Malaysian Higher Education Institutions," Sustainability, MDPI, vol. 12(18), pages 1-19, September.
    3. Ngo, Liem Viet & Nguyen, Thi Nguyet Que & Tran, Nam The & Paramita, Widya, 2020. "It takes two to tango: The role of customer empathy and resources to improve the efficacy of frontline employee empathy," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
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    Cited by:

    1. Ismail Hussein Amzat & Hairuddin Mohd Ali & Mohd Burhan Ibrahim & Azam Othman & Mohamad Johdi Bin Salleh & Abdul Hakeem Alade Najimdeen, 2023. "Internationalization of Higher Education, University Quality Service, and International Students’ Loyalty in Malaysia," SAGE Open, , vol. 13(4), pages 21582440231, November.
    2. Marko Šostar & Vladimir Ristanović, 2023. "Assessment of Influencing Factors on Consumer Behavior Using the AHP Model," Sustainability, MDPI, vol. 15(13), pages 1-24, June.

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