Culture and country choice of international students: evidence from Ghana     

Mahmoud Abdulai Mahmoud  Elizabeth Oppong  Daniel Twimasie  Mohammed Muniru Husseini  Adelaide Naa Amerley Kastner  Moses Oppong 《Journal of Marketing for HIGHER EDUCATION》2020,30(1):105-124

ABSTRACT

This study seeks to examine the influence of the cultural elements on international students’ country choice. It also examines whether individual values moderate the influence of cultural elements on the country choice of international students. Drawing upon a sample size of 223, the data was analysed using structural equation modelling technique. Among the five cultural elements, education, language and social institutions were found to have a positive significant influence on the international student’s country choice. When moderated by individual values education was found to be the only key significant value to international students when selecting a country to further their education. The cultural elements should be given much attention by marketers, government and managers of academic institutions. An improvement in the standards of education in developing countries would attract more students from developed countries.  相似文献   

Revisiting perceived service quality in higher education: uncovering service quality dimensions for postgraduate students     

Shahira El Alfy  Abdulai Abukari 《Journal of Marketing for HIGHER EDUCATION》2020,30(1):1-25

ABSTRACT

Perceived service quality in higher education and its antecedents have been one of the significant issues worldwide. Despite being studied over decades, service quality (SQ) remains a crucial area of research due to its dynamic and contextual nature, among other reasons. The main research objective is to uncover the dimensions constituting SQ from the perspectives of postgraduate students and university staff to provide a better understanding of key elements of the SQ. The current research incorporated relevant theories and concepts from both marketing and higher education literature and employed in-depth interviews with students and staff for data collection. Interviewees’ insights were analyzed using content analysis. A conceptual model is developed to explain the suggested relationship among study variables. Based on qualitative data analysis, four dimensions of SQ emerged, namely academic services, academic facilities, administrative services, and students’ service role. Additionally, performance and employee orientation are found to affect SQ. Research findings can guide education managers and academicians to consider students’ service role as an integral dimension of SQ and find new ways to improve it.  相似文献