Country Image and Expectations Toward International Programs in Business Administration Among Thai Students

Krairoek Pinkaeo and Mark Speece

Journal of Marketing for Higher Education, 2001, vol. 11, issue 2, 61-89

Abstract: Educational services are becoming increasingly internationalized, but little research has been done on country of origin effects on student expectations toward such services. This study investigates country image associated with service expectations toward international programs in business administration across service brand, country of curriculum design, and country of instructor. Three service descriptors (quality, reliability, pride of buying) are used to measure student expectations. Also, the price-quality relationship is demonstrated; country image affects prices students expect to pay. For BBA international programs, Thai students perceive a hierarchy on each of the three dimensions similar to that demonstrated for many products. Developed countries elicit the highest quality expectation, followed by Newly Industrializing Countries (NICs), and then by developing countries. Thailand itself, however, scores higher than might be expected, demonstrating consumer ethnocentrism. Price expectations follow expectations on service dimensions. BBA international programs from countries which score higher are expected to cost more.

Date: 2001
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DOI: 10.1300/J050v11n02_04

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