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ERIC Number: EJ1450878
Record Type: Journal
Publication Date: 2024
Pages: 22
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-0884-1241
EISSN: EISSN-1540-7144
Choosing a Higher Education Destination: Marketing of Where, Why and How?
Ayse Collins; Hasan Simsek; Aygil Takir
Journal of Marketing for Higher Education, v34 n2 p562-583 2024
This study attempts to contribute to marketing services in higher education literature through the relationship between international students' satisfaction with educational experiences and the necessary adjustments by institutions to augment their services. It also aims to make theoretical contributions by understanding the international students' satisfaction criteria for university selection and enrolment. The findings of the study offer administrative implications for universities as well, regarding how they could appeal to international students by emphasizing components of institutional branding via online and offline marketing communication tools. Quantitative methodology was employed and data was collected through a survey. Sampling strategy was voluntary participation and 197 international students replied to the survey. Findings indicate that international students use personal contacts and social relations in finding international higher education institutions. Further, international students care about the campus culture (safe or not), the physical infrastructure of the university and library resources provided to students.
Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Turkey
Grant or Contract Numbers: N/A