Aligning Strategies of Institutes with Student Expectations: An Exploration of External Factors Shaping Students' Choice of Private Higher Education Institutes
Abstract
Student enrollment and retention are critical aspects of the economic sustainability of a private higher education institute (HEI). However, due to the growing number of private HEIs worldwide, huge competition has been created among these institutes. This has resulted in institutes investing heavily in ineffective strategies because they are implemented without fully understanding student expectations. Due to this, student dropouts can also be observed. Failure to meet enrollment targets and dropouts not only creates revenue loss but also negatively affects the reputation of the HEIs, impacting the viability of the institute. Therefore, much interest has been generated in identifying the factors that motivate students when choosing an HEI. This study’s main aim is to conduct a review of the available literature and identify the external factors, namely HEI-related characteristics and the communication methods that influence students when choosing a private HEI that directly impact the institutes. The inclusion criteria for the chosen literature consisted of studies conducted on the motivational factors of undergraduates and high school students who were in the process of choosing an HEI. The literature reviewed shows that students are influenced by HEI-related characteristics such as the reputation of the HEI, course fees, facilities offered, employability of graduates, academic quality, and quality of faculty and by the information gathered through communication methods such as websites and social media advertisements. HEIs can consider these findings to develop policies, improve their facilities and activities, and formulate and implement marketing strategies through the communication channels identified in this study.
References
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2. International Journal of Social Sciences, 4(2), 75–96. https://doi.org/10.20319/pijss.2018.42.7596
3. Adeyanju, S., Mogaji, E., Olusola, J. A., & Oyinlola, M. A. (2020). Factors Influencing Students’ Choice of a Federal University: A Case Study of a Nigerian Federal University. Higher Education Marketing in Africa, 135–163. https://doi.org/10.1007/978-3-030-39379-3_6
4. Adília, M. D. C. E. S. G., & José, M. A. C. S. (2021). Factors influencing the choice of higher education institutions in Angola. International Journal of Educational Administration and Policy Studies, 13(1), 23–39. https://doi.org/10.5897/ijeaps2020.0680
5. Adom, A. Y. (2015). Students’ Factors Preference Of Choosing Private University In Sarawak, Malaysia. Proceedings of the Asia Pacific Conference on Business and Social Sciences. https://www.researchgate.net/profile/Awang-Yusop-Adom/publication/331888743_STUDENTS'_FACTORS_PREFERENCE_OF_CHOOSING_PRIVATE_UNIVERSITY_IN_SARAWAK_MALAYSIA/links/5c91ae3a299bf11169396c6c/STUDENTS-FACTORS-PREFERENCE-OF-CHOOSING-PRIVATE-UNIVERSITY-IN-SARAWAK-MALAYSIA.pdf
6. Agrey, L., & Lampadan, N. (2014). Determinant Factors Contributing to Student Choice in Selecting a University. Journal of Education and Human Development, 3(2), 391–404. http://jehdnet com/journals/jehd/Vol_3_No_2_June_2014/22.pdf
7. Awale, S. (2021). Factors Determining the Students’ Choice of Private Management College in Kathmandu. Journal of Management, 4(1), 95–108. https://doi.org/10.3126/jom.v4i1.38686
8. Aydın, O. T., & Bayır, F. (2016). The Impact of Different Demographic Variables on Determinants of University Choice Decision: A Study on Business Administration Students of the Foundation Universities in Istanbul. Educational Sciences: Theory & Practice. https://doi.org/10.12738/estp.2016.4.0195
9. Bajar, J. T. F., & Gopun, C. M. (2021). Socio-Demographic Factors as Antecedents to University Choice Process: A Case in One Private Higher Education Institution in Iloilo City. Asian Journal on Perspectives in Education(AJPE), 2(1), 1–21. https://www.feu.edu.ph/wp-content/uploads/2021/10/AJPE-V2I1-Bajar-Gopun-R2021.pdf
10. Bezuidenhout, G., De Jager, J., & Naidoo, V. (2016). Factors That Influence The Choice Of Private Higher Education Institutions By Students. South African Journal of Higher Education, 27(5). https://doi.org/10.20853/27-5-286
11. Bothwell, E. (2018, March 8). Survey finds global boom in private higher education enrollments. Inside Higher Ed. https://www.insidehighered.com/news/2018/03/08/survey-finds-global-boom-private-higher-education-enrollments
12. Buckner, E. (2017). The Worldwide Growth of Private Higher Education: Cross-national Patterns of Higher Education Institution Foundings by Sector. Sociology of Education, 90(4), 296–314. https://doi.org/10.1177/0038040717739613
13. Calderon, A. J. (2018, June). Massification of higher education revisited. RMIT University. https://www.researchgate.net/profile/Angel-Calderon-3/publication/331521091_Massification_of_higher_education_revisited/links/5c7dfa6fa6fdcc4715af8747/Massification-of-higher-education-revisited.pdf?_sg%5B0%5D=ZP0jvWJzcUFwQukFc5vWEYiVcRhvDN7xQUuXGz__KhA1djQjbncaLQoV8c9dmbbAlnuuHCuhD83tR1M7YviQwA.VrLkvDsvntQ4U_9Kr4plhDnnt77URcJDeQGSH_1gZYpLHpG7wfoQcgHfbusjU1lcyQIDNFPav8tzcNAuQICmMg&_sg%5B1%5D=h2XEUcb3JRWBBF3oI2CRsgQxYHtJ8tnh0sBh3-Ffwp3vYztJLLBUBiBnCq1xaKv-bx5QkF2V3KWTHH6CoszjlLh0kpeG9FXrdKSK2g5YsKNz.VrLkvDsvntQ4U_9Kr4plhDnnt77URcJDeQGSH_1gZYpLHpG7wfoQcgHfbusjU1lcyQIDNFPav8tzcNAuQICmMg&_iepl=
14. Chapman, D. W. (1981). A Model of Student College Choice. The Journal of Higher Education, 52(5), 490–505. https://doi.org/10.2307/1981837
15. Chiparo, U. (2021). The Effectiveness of Marketing Communications Techniques Used by Private Higher Education Institutions in Botswana. South Asian Research Journal of Business and Management, 3(4). https://doi.org/10.36346/sarjbm.2021.v03i04.003
16. Connie, G., Rahman, A., Subramanian, P., & Ranom, R. (2018, December). Exploring Key Factors Influencing UniversityChoice: An Empirical Study on Malaysia Students. 1st International Digital Conference on Modern Business and Social Science (IDCMBMSS-2018), Negeri Sembilan, Malaysia. https://www.coursehero.com/file/65647039/Exploring-Key-Factors-Influencing-University-Choicedocx/
17. Dao, M. T. N., & Thorpe, A. (2015). What factors influence Vietnamese students’ choice of university? International Journal of Educational Management, 29(5), 666–681. https://doi.org/10.1108/ijem-08-2014-0110
18. de Jager, J., & du Plooy, T. (2010). Information Sources Used To Select A Higher Education Institution: Evidence From South African Students. Business Education & Accreditation, 2(1), 61–75. https://www.theibfr.com/download/BEA/2010-bea/bea-v2n1-2010/BEA-V2N1-2010-6.pdf
19. Dhaliwal, M. S., Mittal, A., Aggarwal, A., & Chand, P. K. (2019). Determining the factors affecting the selection of private universities and colleges in Indian context: A structural equation modeling approach. Journal of Advanced Research in Dynamic and Control Systems, 11, 2579–2590. https://www.jardcs.org/abstract.php?id=3008
20. Dojchinovska, A. (2021, October 17). 23 Remarkable Higher Education Statistics [Curated in 2021]. Markinstyle. Retrieved April 23, 2021, from https://markinstyle.co.uk/higher-education-statistics/
21. Echchabi, A., & Al-Hajri, S. (2018). Factors influencing students’ selection of universities: the case of Oman. Journal of Education Research and Evaluation, 2(2), 83. https://doi.org/10.23887/jere.v2i2.13694
22. Fernandez, J.L. (2010). An Exploratory Study of Factors Influencing the Decision of Students to Study at Universiti Sains Malaysia. Kajian Malaysia, 28(2) ,107-136. http://eprints.usm.my/38311/1/AN_EXPLORATORY_STUDY_OF_FACTORS_INFLUENCING.pdf
23. Gille, M., Moulignier, R., & Kövesi, K. (2021). Understanding the factors influencing students’ choice of engineering school. European Journal of Engineering Education, 47(2), 245–258. https://doi.org/10.1080/03043797.2021.1993795
24. Hidayat, R., Sinuhaji, E., Widyaningrum, M., & Adrianto, E. (2018). Factors That Affect Students Decision to Choose Private Universities in Medan City Indonesia. Academy of Strategic Management Journal, 17(6), 1–8. https://www.abacademies.org/articles/Factors-that-affect-students-decision-to-choose-private-universities-in-medan-city-1939-6104-17-6-289.pdf
25. İlgan, A., Ataman, O., Uğurlu, F., & Yurdunkulu, A. (2018). Factors Affecting University Choice: A Study on University Freshman Students. The Journal of Buca Faculty of Education, 46, 199–216. https://www.researchgate.net/publication/325171582
26. Islam, M. A., & Shoron, N. H. (2020). Factors Influencing Students’ Decision Making in Selecting University in Bangladesh. Advanced Journal of Social Science, 6(1), 17–25. https://doi.org/10.21467/ajss.6.1.17-25
27. Ismail, N., Leow, Y. M., Chen, C. H., Tsu-May, C. L., & Lee, N. F. (2007). Choice criteria for private tertiary programs at a private higher education institution. Asian Journal of University Education. https://ir.uitm.edu.my/id/eprint/334/
28. Kaur, H. (2018). Factors Affecting Students Decision for Selecting Educational Institutes: A Study of Punjab. International Journal of Advanced Research in Science, Engineering and Technology, 5(8), 6660-6665.
29. http://www.ijarset com/upload/2018/august/30-IJARSET-Hardeep.pdf.
30. Ko Ko, Z. (2019). A Study Of Factors Influencing On Choice Of Private Higher Education Institutions In Yangon. 10.13140/RG.2.2.19339.85288.
31. Kumar, P., Kaur, S., & Ahlawat, R. (2021). Factors Influencing The Decision Of Student During University Selection: An Empirical Study On Private Universities In Punjab, India. Vidyabharati International Interdisciplinary Research Journal (Special Issue). https://doi.org/10.13140/RG.2.2.29164.28806
32. Kusumawati, A., Yanamandram, V.K., & Perera, N. (2010), Exploring Student Choice Criteria
33. for Selecting an Indonesian Public University: A Preliminary Finding. Centre for Health Service Development - CHSD. 35. https://ro.uow.edu.au/chsd/35.
34. Le, H. Q. (2020). Factors Affecting Students’ Decision to Select Private Universities in Vietnam. The Journal of Asian Finance, Economics and Business, 7(4), 235–245. https://doi.org/10.13106/jafeb.2020.vol7.no4.235
35. Liên, D. T. H., Hòa, N. T. N., & Anh, N. T. L. (2015). Factors Influencing VNU-IS Students’ Choice of University. VNU Journal of Science, 31(4), 67–76. https://js.vnu.edu.vn/SSH/article/view/243/236
36. Maheshwari, M. (2022, July 15). Offshore Software Development: The Definitive Guide. The Scalers. Retrieved June 21, 2022, from https://thescalers.com/offshore-software-development-definite-guide-for-ceo/#0-what-is-offshore-software-development
37. Manoku, E. (2015). Factors That Influence University Choice Of Albanian Students. European Scientific Journal, 11(16), 253–270. https://eujournal.org/index.php/esj/article/view/5868/5591
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Authors
[1]
“Aligning Strategies of Institutes with Student Expectations: An Exploration of External Factors Shaping Students’ Choice of Private Higher Education Institutes”, Soc. sci. humanities j., vol. 8, no. 08, pp. 4626–4638, Aug. 2024, doi: 10.18535/sshj.v8i08.1281.
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