Determinants of Brand Switching Intentions in the Vietnamese Higher Education System

Ly Dan Thanh (), Nguyen Phu Quoi (), Vo Hong Son () and Nguyen Ngoc Thuy Tien ()
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Ly Dan Thanh: University of Economics and Finance, Faculty of Business Administration
Nguyen Phu Quoi: University of Economics and Finance, Department of Management, Faculty of Business Administration
Vo Hong Son: University of Economics and Finance, International Institute
Nguyen Ngoc Thuy Tien: University of Economics and Finance, Department of Management, Faculty of Business Administration

A chapter in Vietnamese Business and Sustainable Development in a Globalized and Digitalized Era, 2026, pp 84-104 from Springer

Abstract: Abstract In today’s globalized and competitive education market, universities must develop effective branding strategies to attract and retain students. This study examined the factors that shape brand-switching intentions in Vietnamese higher education. Based on a survey of 446 first-year students from four universities in Ho Chi Minh City, we analysed six factors: alternative attractiveness, service quality, switching costs, information availability, tuition, and switching intention. Our results revealed four factors that significantly impact students’ intention to transfer institutions: alternative attractiveness, information availability, service quality, and switching costs. This study begins by discussing the global competitive landscape of higher education, followed by an exploration of brand-switching intentions, before presenting our methodology, analysis, and concluding insights for education administrators to enhance their institutions’ brand reputations and student retention strategies.

Keywords: Service; Information; Switching Cost; Attractiveness; Switching Intention; Vietnam (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-032-24745-2_5

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DOI: 10.1007/978-3-032-24745-2_5

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