What do graduates think? An analysis of intention to repeat the same studies and university

Teodoro Luque Martínez and Luis Doña Toledo

Journal of Marketing for Higher Education, 2013, vol. 23, issue 1, 62-89

Abstract: The present work analyzes the key factors in the university experience that influence graduates' intention to repeat the same studies and the same institution, given the hypothetical option -- based on hindsight -- of selecting afresh a course and place of study. The work is inspired by the theory of planned behavior [Ajzen, I. (1985). From intentions to actions: A theory of planned behavior, in action control: From cognition to behavior . New York: J. Kuhl and J. Beckmann; Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50 , 179--211]. This analysis is based on the opinion of graduates in relation to a set of variables that together form the intention to repeat, namely quality of education; services and facilities; preparation by the university for employment; fitness-for-purpose of studies for the job market; capacities and skills acquired; the time taken to find work following graduation; current salary; and satisfaction with current employment. Using multiple regression models, the principal components of service quality in a university context are determined. The findings indicate that the quality of the educational process is the most influential aspect both in the intention to repeat the same studies and also in the intention to repeat the same university. Services and facilities have a marked influence on the latter, while the time taken to find employment and current salary are the two aspects with the least impact.

Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:23:y:2013:i:1:p:62-89

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DOI: 10.1080/08841241.2013.812589

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