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Study abroad programs as a service convergence: an international marketing approach

Author

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  • M. Minsuk Shin

    (Konkuk University)

  • Eun Jeong Noh

    (Pusan National University)

  • Jiwon Lee

    (Kyung Hee University)

Abstract

A study abroad program (SAP) converges education and tourism services and is typically characterized by high-involvement levels. However, existing studies offer limited insight into these characteristics in context of consumers’ decision making. Therefore, this study explores factors signifying the convergent nature of SAPs by drawing on the education and tourism literature and, accordingly, evaluates consumers’ benefit and risk perceptions of these determinants to reflect SAPs’ high-involvement nature. Our findings on the factors affecting consumer decisions offer both theoretical and practical implications for institutions and education marketers of SAPs.

Suggested Citation

  • M. Minsuk Shin & Eun Jeong Noh & Jiwon Lee, 2018. "Study abroad programs as a service convergence: an international marketing approach," Service Business, Springer;Pan-Pacific Business Association, vol. 12(2), pages 253-275, June.
    • Handle: RePEc:spr:svcbiz:v:12:y:2018:i:2:d:10.1007_s11628-017-0345-6
    DOI: 10.1007/s11628-017-0345-6
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    References listed on IDEAS

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    Cited by:

    1. Eunji Oh & M. Minsuk Shin, 2020. "Study Abroad in Support of Higher Education Sustainability: An Application of Service Trade Strategies," Sustainability, MDPI, vol. 12(6), pages 1-23, March.
    2. Shih-Hao Wu & Stephen Chi-Tsun Huang & Ching-Yi Daphne Tsai, 2022. "Lifelong good soldiers of higher education institutions: driving factors and obstructions of alumni loyalty," Service Business, Springer;Pan-Pacific Business Association, vol. 16(2), pages 331-357, June.

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