Why Do Students Switch from One University to Another: The View of Students Studying for a Foreign Degree in Hong Kong

Mike Willis

Journal of Marketing for Higher Education, 2004, vol. 15, issue 1, 23-49

Abstract: Over 300 Foreign (non Hong Kong) universities deliver undergraduate degree programs in Hong Kong either on campus in that city or via distance education (or both). Although this topic has been studied from a variety of perspectives, the issue of why Hong Kong students might switch from one locally provided foreign university program to another has not been researched despite evidence of it being common. The current research found that students switched to another university if it offered a wider range of course delivery modes, if they could fast track their degree and if they were failing at the existing university. Increasingly, to be successful in competitive markets such as Hong Kong, foreign universities need to deliver their programs in a wide variety of modes, provide high levels of administrative and academic support, and ensure that they assist their students as much as possible. If they do not, students are likely to move to another provider. These findings have complex and far-reaching delivery ramifications for foreign universities wishing to survive in competitive markets such as Hong Kong-and elsewhere-where there is a high degree of competition amongst universities and a stressed economic situation which could force students to adopt quite ruthless consumer behaviour in regards to their university provider.

Date: 2004
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DOI: 10.1300/J050v15n01_02

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