Effect of International Students’ Perceived Service Quality on the Student‘s Motivation, Satisfaction, Loyalty, and Institutional Image in Higher Education in China

Lekini Dieudonne Justin, Sun Jin and Visas Hubert

International Journal of Science and Business, 2019, vol. 3, issue 2, 110-125

Abstract: This paper main aim is to measure international students’ service quality perceptions of higher education institutions in China. We further investigated the effect of student’s perceive service quality on the higher institutions in China.The questionnaires were uploaded on Kwik survey (a free online survey and questionnaire tool) and international students from 28 different universities in ten different provinces of china responded. This paper confirms the theoretical and empirical usability of HiEduQual structural model. Analyses results prove relationships between variables. The paper also statistically shows significant and strong affirmative association amid SPSQ and student motivation (SM), student loyalty (SL), student satisfaction (SSt), and image (IM). The research findings present incremental implications for Chinese universities marketing-management. Findings recommend that manager, service providers and other Chinese higher education shareholders would endeavor to safeguard the service quality high level and standards high level preferred by the international student. This should subsequently helps the universities building their strong and positive image. Our paper extended and verified HiEduQual generalizability. Annamdevula and Bellamkonda, (2016) instrument presents service qualities delivered to students’ who are major consumers in higher education. More researches may examine service quality perceptions from other influents stakeholders like teachers. We further advise to study new promising variables, which could impact service quality perceptions, satisfaction, motivation, loyalty and institutional image. Most of the prior studies investigated service quality, satisfaction and loyalty correlations. Along with the above, this paper extends researches by including institutional image and test it relationship with Student perceived service quality.

Keywords: International Student; Service Quality; Satisfaction; Loyalty; Motivation; Institutional Image (search for similar items in EconPapers)
Date: 2019
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