Study abroad programs as a service convergence: an international marketing approach
M. Minsuk Shin (),
Eun Jeong Noh () and
Jiwon Lee ()
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M. Minsuk Shin: Konkuk University
Eun Jeong Noh: Pusan National University
Jiwon Lee: Kyung Hee University
Service Business, 2018, vol. 12, issue 2, 253-275
Abstract A study abroad program (SAP) converges education and tourism services and is typically characterized by high-involvement levels. However, existing studies offer limited insight into these characteristics in context of consumers’ decision making. Therefore, this study explores factors signifying the convergent nature of SAPs by drawing on the education and tourism literature and, accordingly, evaluates consumers’ benefit and risk perceptions of these determinants to reflect SAPs’ high-involvement nature. Our findings on the factors affecting consumer decisions offer both theoretical and practical implications for institutions and education marketers of SAPs.
Keywords: Study abroad; Service evaluation model; High involvement; Service convergence; Benefit and risk (search for similar items in EconPapers)
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