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The impact of choice factors on international students’ loyalty mediated by satisfaction

Author

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  • Dina Maria Amaro

    (Politécnico de Leiria)

  • Alzira Maria Ascensão Marques

    (ESTG, CARME, Politécnico de Leiria)

  • Helena Alves

    (University of Beira Interior)

Abstract

The presence of international students is a valuable input for Higher Education Institutions (HEI) at all levels. Thus, it is critical to understand not only how students make their decisions and what factors and sources of information provided by the HEI most influence them, but also to evaluate students’ satisfaction and loyalty with the choice made, in order to define the most suitable and competitive marketing strategies to attract and retain international students. Based on the information gathered through a questionnaire with a sample of 190 international students studying at a Portuguese HEI, a quantitative, cross-sectional and causal study was conducted using the estimation of a structural equation model calculated through PLS, in order to investigate the impact of choice factors and information sources on international students’ loyalty, mediated by satisfaction with the choice made. The findings indicate that the choice factors with the greatest impact on satisfaction of the international students were: the perception of the country, the environment and location of the HEI, and the sources of information provided by the HEI. It was also concluded that a positive global perception of the HEI influences the recommendation from significant others, and increases the satisfaction and loyalty of all the international students. Thus, HEI managers should account for these factors when making strategic marketing decisions to increase the number of international students.

Suggested Citation

  • Dina Maria Amaro & Alzira Maria Ascensão Marques & Helena Alves, 2019. "The impact of choice factors on international students’ loyalty mediated by satisfaction," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 211-233, December.
    • Handle: RePEc:spr:irpnmk:v:16:y:2019:i:2:d:10.1007_s12208-019-00228-0
    DOI: 10.1007/s12208-019-00228-0
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    References listed on IDEAS

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    1. Dina Amaro & Ana Maria Caldeira & Cláudia Seabra, 2024. "Exploring Higher Education Mobility through the Lens of Academic Tourism: Portugal as a Study Case," Sustainability, MDPI, vol. 16(4), pages 1-15, February.

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