Factors Affecting Recommendation for Higher Education Destination: The Case of Malaysia

Factors Affecting Recommendation for Higher Education Destination: The Case of Malaysia

Authors

  • Foo Chuan Chew Faculty of Business and Finance, Universiti Tunku Abdul Rahman
  • Russayani Ismail School of Economics, Finance & Banking, Universiti Utara Malaysia
  • Yusnidah Ibrahim School of Economics, Finance & Banking, Universiti Utara Malaysia,
  • Noor Sa’adah Sabudin School of Economics, Finance & Banking, Universiti Utara Malaysia

Keywords:

International students, marketing tool, Malaysia, study abroad destination, recommendation

Abstract

The ability of a host country to attract international students depends on many factors, and recommendations or reviews by friends or families who are currently study or had experience studied in a particular host country found to be an effective marketing tool. Based on the data of 753 international students, gathered from a sample of few universities in Malaysia, this study employs a Logit Model in an attempt to identify the factors that affect the decision of the currently enrolled international students to recommend Malaysia to their friends and families as a study abroad destination. The result shows that the university environment, university service, academic quality and social factor affect the decision of the international students to recommend Malaysia. Interestingly, while education cost significantly affects the decision to recommend, it however shows the positive relationship which may suggests that higher cost reflects quality.

Downloads

Download data is not yet available.

References

Baharun, R., Awang, Z., Padlee, S. F., Rohaizat, B., Zubaidah, A., & Siti, F. P. (2011). International students choice criteria for selection of higher learning in Malaysian private universities. African Journal of Business Management, 5(12), 4704 – 4714. http://doi.org/10.5897/AJBM10.422
Bouwel, L. Van, & Veugelers, R. (2009). Does university quality drive international student flows? SSRN Electronic Journal. http://doi.org/10.2139/ssrn.1538118
Bourke, A., 2000, A model of the determinants of international trade in higher education, The Service Industries Journal, 20 (1), 110-138.
Buttle, F. A. (1998). Word of mouth: understanding and managing referral marketing. Journal of Strategic Marketing, 6(3), 241–254. http://doi.org/10.1080/096525498346658
Gujarati, D. N. (2003). Basic Econometrics (4th ed.). McGraw-Hill/Irwin.
Gujarati, D. N., & Porter, D. C. (2009). Basic econometrics (Fifth). New York: Mcgraw-Hill
Lee, J. J. (2010). International students’ experiences and attitudes at a US host institution: Self-reports and future recommendations. Journal of Research in International Education, 9(1), 66–84. http://doi.org/10.1177/1475240909356382
Lim, Y., Yap, C., & Lee, T. (2011). Destination choice, service quality, satisfaction, and consumerism: International students in Malaysian institutions of higher education. African Journal of Business Management, 5(5), 1691 – 1702.
Long, J. S. (1997). Regression Models for Categorical and Limited Depandent Variables. SAGE Publications.
Mazzarol, T., & Soutar, G. N. (2002). “Push-pull” factors influencing international student destination choice. International Journal of Educational Management, 16(2), 82–90. http://doi.org/10.1108/09513540210418403
Ministry of Education Malaysia. (2015). Malaysia Education Blueprint 2015-2025 (Higher Edcuation). Kementerian Pendidikan Malaysia. Retrieved from http://hes.moe.gov.my/event/
Ministry of Education. (2011). Statistic of Higher Education of Malaysia 2010. Retrieved from http://www.mohe.gov.my/web_statistik/perangkaan_2010.pdf
Ministry of Education. (2007). National Higher Education Strategic Plan: Laying The Foundation Beyod 2020. Retrieved from http://jpt.mohe.gov.my/DASAR/PSPTN.php
Mpinganjira, M. (2011). Why choose South Africa? Insights from international undergraduate students. African Journal of Business Management, 5(6), 2180–2188. Retrieved from https://ujdigispace.uj.ac.za/handle/10210/7842
O’brien, R. M. (2007). A Caution Regarding Rules of Thumb for Variance Inflation Factors. Quality & Quantity, 41(5), 673–690. http://doi.org/10.1007/s11135-006-9018-6
Pereda, M., Airey, D., Bennett, M., & Paper, A. (2007). Service quality in higher education: The experience of overseas students. Journal of Hospitality, Leisure Sport & Tourism Education, 6(2). http://doi.org/10.3794/johlste.62.160
Sekaran, U., & Bougie, R. (2010). Research Method for Business: A Skill-Building Approach (5th ed.). New York: John Wiley & Sons, Inc.
Wu, Q. (2014). Motivations and Decision-Making Processes of Mainland Chinese Students for Undertaking Master’s Programs Abroad. Journal of Studies in International Education, 1 – 19. http://doi.org/10.1177/1028315313519823
Yang, S., Hu, M. (Mandy), Winer, R. S., Assael, H., & Chen, X. (2012). An Empirical Study of Word-of-Mouth Generation and Consumption. Marketing Science, 31(6), 952–963. http://doi.org/10.1287/mksc.1120.0738
Yasvari, T. H., Ghassemi, R. A., & Rahrovy, E. (2012). Influential Factors on Word of Mouth in Service Industries (The case of Iran Airline Company). International Journal of Learning and Development, 2(5), 227–242. http://doi.org/10.5296/ijld.v2i5.2366

Downloads

Published

31-12-2019

How to Cite

Chuan Chew, F., Ismail, R., Ibrahim, Y., & Sabudin, N. S. (2019). Factors Affecting Recommendation for Higher Education Destination: The Case of Malaysia. Global Business Management Review (GBMR), 11(2), 77–96. Retrieved from https://e-journal.uum.edu.my/index.php/gbmr/article/view/8666
Loading...