Perceived service quality-loyalty path: A PAKSERV based investigation of international students enrolled in business schools in Thailand

Muhammad Kashif and Pimpa Cheewakrakokbit

Journal of Marketing for Higher Education, 2018, vol. 28, issue 1, 51-65

Abstract: We aim to examine the international student perceived service quality of Business Schools located in Thailand to link it with their intentions to remain loyal. The survey based approach is adopted to collect data from 300 international students enrolled in various business schools in Thailand. All the dimensions of PAKSERV except Personalization are found to positively contribute to student satisfaction, which strongly leads to their loyalty to business schools. This is the first study which validates the PAKSERV scale in a business school context while collecting data from international students – investigating their perceptions of service quality to link it to their loyalty to business schools. The findings call for investment in faculty and process development to improve the international student perceptions of business schools located in Thailand. The findings will help Thai higher education policymakers specifically to improve student perceived service quality in order to attract and retain international students.

Date: 2018
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DOI: 10.1080/08841241.2017.1402113

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