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Higher Education Institutions: Satisfaction and Loyalty among International Students

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  • Audhesh K. Paswan
  • Gopala Ganesh

Abstract

This study empirically investigates the relationship between satisfaction with educational service augmenters and consumer loyalty within the context of the international student market. An enhanced state of consumer satisfaction, also labeled as delight, is captured by focusing on service augmenters that fall outside the domain of the core educational service. The results indicate that while satisfaction with the augmenters does determine consumer loyalty, the augmenters that enhance the delivery of the core seem to have the strongest impact on consumer loyalty. Apart from research implications, the findings have interesting managerial implications, especially for administrators in educational institutions and policy makers associated with U.S. higher education.

Suggested Citation

  • Audhesh K. Paswan & Gopala Ganesh, 2009. "Higher Education Institutions: Satisfaction and Loyalty among International Students," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 19(1), pages 65-84, May.
    • Handle: RePEc:taf:jmkthe:v:19:y:2009:i:1:p:65-84
    DOI: 10.1080/08841240902904869
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    Citations

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    Cited by:

    1. Chacha Magasi & Gordian S. Bwemelo, 2022. "Influence of undergraduate experience on alumni loyalty to their alma mater in the Tanzania’s higher education context," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(4), pages 333-341, June.
    2. Marina M. Dvoryashina & Elena V. Artemova, 2019. "Satisfaction with e-learning: Theoretical approaches and empirical measurements," Upravlenets, Ural State University of Economics, vol. 10(6), pages 42-53, December.
    3. Dina Maria Amaro & Alzira Maria Ascensão Marques & Helena Alves, 2019. "The impact of choice factors on international students’ loyalty mediated by satisfaction," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 211-233, December.
    4. Lili Gai & Chunhao Xu & Lou E. Pelton, 2016. "A netnographic analysis of prospective international students’ decision-making process: implications for institutional branding of American universities in the emerging markets," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 26(2), pages 181-198, July.
    5. Hsin Chang & Don Jeng & Mohamad Hamid, 2013. "Conceptualising consumers’ word-of-mouth behaviour intention: evidence from a university education services in Malaysia," Service Business, Springer;Pan-Pacific Business Association, vol. 7(1), pages 17-35, March.
    6. Sue Ling Lai & Hiep-Hung Pham & Hong-Kong To Nguyen & The-Cuong Nguyen & Anh-Vinh Le, 2019. "Toward Sustainable Overseas Mobility of Vietnamese Students: Understanding Determinants of Attitudinal and Behavioral Loyalty in Students of Higher Education," Sustainability, MDPI, vol. 11(2), pages 1-17, January.
    7. Ali, Mazhar & Ahmed, Masood, 2018. "Determinants of students’ loyalty to university: A service-based approach," MPRA Paper 84352, University Library of Munich, Germany.
    8. Azadeh Shafaei & Nordin Abd Razak, 2016. "International Postgraduate Students’ Cross-Cultural Adaptation in Malaysia: Antecedents and Outcomes," Research in Higher Education, Springer;Association for Institutional Research, vol. 57(6), pages 739-767, September.
    9. Yu, Qionglei & Foroudi, Pantea & Gupta, Suraksha, 2019. "Far apart yet close by: Social media and acculturation among international students in the UK," Technological Forecasting and Social Change, Elsevier, vol. 145(C), pages 493-502.
    10. Casidy, Riza, 2014. "The role of perceived market orientation in the higher education sector," Australasian marketing journal, Elsevier, vol. 22(2), pages 155-163.

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