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A model of university choice: an exploratory approach

Author

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  • Raposo, Mário
  • Alves, Helena

Abstract

In order to attract the best students, institutions of higher education need to understand how students select colleges and universities (Kotler and Fox, 1995). Understanding the choice process of a university is an instrument with high potential for developing universities marketing strategies (Plank and Chiagouris, 1997). Although many studies have tried to investigate which criteria students use to select a college or university, few have tried to analyse this trough a model that allows the interaction of all these criteria. This study presents a model of university choice, analysed through structural equations modelling using the Partial Least Squares approach.

Suggested Citation

  • Raposo, Mário & Alves, Helena, 2007. "A model of university choice: an exploratory approach," MPRA Paper 5523, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:5523
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    File URL: https://mpra.ub.uni-muenchen.de/5523/1/MPRA_paper_5523.pdf
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    References listed on IDEAS

    as
    1. Tekle Shanka & Vanessa Quintal & Ruth Taylor, 2005. "Factors Influencing International Students' Choice of an Education Destination--A Correspondence Analysis," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 15(2), pages 31-46, March.
    2. Richard E. Plank & Larry Chiagouris, 1997. "Perceptions of Quality of Higher Education: An Exploratory Study of High School Guidance Counselors," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 8(1), pages 55-67, June.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. 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.

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    More about this item

    Keywords

    Marketing; student recruitment and selection; high institution development; strategic planning;
    All these keywords.

    JEL classification:

    • I21 - Health, Education, and Welfare - - Education - - - Analysis of Education
    • C30 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • I23 - Health, Education, and Welfare - - Education - - - Higher Education; Research Institutions

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