Factors influencing the choice of studying at UAE universities: an empirical research on the adoption of educational marketing strategies

Mohammed T. Nuseir and Ghaleb A. El Refae

Journal of Marketing for Higher Education, 2022, vol. 32, issue 2, 215-237

Abstract: This study empirically examines different factors that influence students to select universities in the UAE. The primary data were collected based on a survey of students at two public universities – United Arab Emirates University and Zayed University, as well as three private universities – New York University, Abu Dhabi University, and Alain University. The data were analyzed using an ANOVA test, an exploratory factor analysis (EFA), and confirmatory factor analysis (CFA) using SPSS and Smart PLS software. This study found high reliability and validity of the scale under five dimensions, which determine the student’s choice of the university. The findings show that several factors, such as the academic reputation, grants and funding, location and proximity, facilities and services, promotional and marketing channels, drive students’ choices for studying at universities in UAE. This finding will help the administrators of private and public universities in the UAE, in particular, and other regional and international universities, in general, address the growing competition among the institutions of higher education. It will also help policymakers to design effective policies and strategies to make the UAE an international education hub.

Date: 2022
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DOI: 10.1080/08841241.2020.1852467

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