Global university rankings seek to illustrate the performance of institutions on an international level and are used by many institutions to help them to reach strategic goals, as such, they have become synonymous to some as an indicator of quality and desirability. As global university rankings become further embedded as a basis on which…

This study aimed to discuss the relationships among the brand image of universities (external variables), university satisfaction (mediating variables) and customer lifetime value (internal variables). The findings can serve as a reference for higher educational institutions in strengthening their advantages and overcoming their shortcomings, as…

Background: Because of the educational reform and decreasing birth rate in Taiwan over the past 20 years, higher technological and vocational Education (TVE) in Taiwan faces a severe student recruitment competition. Dailey (2007) indicates the need to develop marketing strategies in higher education is evident. TVE institutes are beginning to…

Discusses results of a survey of distance learning students at a technical college in Taiwan that explored the attitudes they have toward selecting distance learning classes. Describes hypotheses tested and discusses gender differences; interest in the subject matter; time flexibility; reputation of teachers and schools; costs; and students who…