Choosing a Higher Education destination: Marketing of where, why and how?

IF 2.4 3区管理学 Q3 BUSINESS

Journal of Marketing for Higher Education Pub Date : 2022-03-13 DOI:10.1080/08841241.2022.2048431

A. Collins, H. Simsek, Aygil Takır

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引用次数: 5

Abstract

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 ﬁ ndings of the study o ﬀ er administrative implications for universities as well, regarding how they could appeal to international students by emphasizing components of institutional branding via online and o ﬄ ine 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 ﬁ nding 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.

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选择高等教育目的地:地点、原因和方式的营销?

本研究试图透过国际学生对教育体验的满意度与院校为加强服务而进行的必要调整之间的关系，为高等教育文献中的营销服务做出贡献。通过了解国际学生对大学选择和录取的满意标准，也可以做出理论贡献。这项研究的结果也为大学的管理提供了启示，关于他们如何通过在线和非在线营销传播工具强调机构品牌的组成部分来吸引国际学生。本研究采用定量方法，通过问卷调查收集数据。抽样策略为自愿参与，共有197名国际学生参与调查。调查结果表明，国际学生在寻找国际高等教育机构时使用个人联系和社会关系。此外，国际学生关心校园文化(安全与否)，大学的物理基础设施和为学生提供的图书馆资源。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing for Higher Education Multiple-

CiteScore

7.80

自引率

42.40%

发文量

期刊介绍： The Journal of Marketing for Higher Education is a well-established, double-blind peer reviewed, international journal that publishes original research and review articles. It has been publishing articles on higher education marketing since 1988 and is international in outlook with a readership and papers from across the world. The Journal of Marketing for Higher Education is a multi-disciplinary journal and welcomes papers from all the major disciplines that connect with the marketing of higher education.