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Determinants of Brand Switching Intentions in the Vietnamese Higher Education System

In: Vietnamese Business and Sustainable Development in a Globalized and Digitalized Era

Author

Listed:
  • Ly Dan Thanh

    (University of Economics and Finance, Faculty of Business Administration)

  • Nguyen Phu Quoi

    (University of Economics and Finance, Department of Management, Faculty of Business Administration)

  • Vo Hong Son

    (University of Economics and Finance, International Institute)

  • Nguyen Ngoc Thuy Tien

    (University of Economics and Finance, Department of Management, Faculty of Business Administration)

Abstract

In today’s globalized and competitive education market, universities must develop effective branding strategies to attract and retain students. This study examined the factors that shape brand-switching intentions in Vietnamese higher education. Based on a survey of 446 first-year students from four universities in Ho Chi Minh City, we analysed six factors: alternative attractiveness, service quality, switching costs, information availability, tuition, and switching intention. Our results revealed four factors that significantly impact students’ intention to transfer institutions: alternative attractiveness, information availability, service quality, and switching costs. This study begins by discussing the global competitive landscape of higher education, followed by an exploration of brand-switching intentions, before presenting our methodology, analysis, and concluding insights for education administrators to enhance their institutions’ brand reputations and student retention strategies.

Suggested Citation

  • Ly Dan Thanh & Nguyen Phu Quoi & Vo Hong Son & Nguyen Ngoc Thuy Tien, 2026. "Determinants of Brand Switching Intentions in the Vietnamese Higher Education System," Springer Proceedings in Business and Economics, in: Zafar U. Ahmed & Nhat Tan Pham (ed.), Vietnamese Business and Sustainable Development in a Globalized and Digitalized Era, pages 84-104, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-24745-2_5
    DOI: 10.1007/978-3-032-24745-2_5
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