An Evaluation of How Student Expectations Are Formed in a Higher Education Context: The Case of Hong Kong

Mike Willis and Rowan Kennedy

Journal of Marketing for Higher Education, 2003, vol. 14, issue 1, 1-21

Abstract: This research identifies a range of issues and factors which impact on the formation of initial expectations developed by local university students wishing to study for a foreign degree program in Hong Kong. Key factors were foreign university Internet sites, exhibitions, agents and associations, brochures and friends. This is one of the first times this kind of research has been undertaken relating to the delivery of foreign programs within the home country, as previous research has tended to focus on study abroad, where the student travels to the foreign country to undertake a degree program. The research also considers how expectations change over time, as students undertake their study for a foreign degree program in Hong Kong, and develops the concept of continuous formation of expectations whereby students mould change, rebuild and continually revisit their expectations of the university program as they undertake a wide range of subjects. This part of the research is quite new and indicates the volatile and changeable nature of the educational service encounter. Both parts of the research are of value not just in regard to the location of the data collection but potentially further afield as an indicator of formative factors regarding expectations and in regard to the concept of continuous formation of expectations.

Date: 2003
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1300/J050v14n01_01 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:14:y:2003:i:1:p:1-21

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/WMHE20

DOI: 10.1300/J050v14n01_01

Access Statistics for this article

Journal of Marketing for Higher Education is currently edited by Dr Jane Hemsley-Brown, Anthony Lowrie and Dr. Thomas Hayes

More articles in Journal of Marketing for Higher Education from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().