Exploring the role of decision-making factors in international student marketing engagement

2019/07/03 by Thuy Nguyen, Qin Sun, Gopala Ganesh
Business, Management and Accounting · Social Sciences · #Customer Service Quality and Loyalty #International Student and Expatriate Challenges #Digital Marketing and Social Media

paper · doi:10.1080/08841241.2019.1638483

Abstract

This study applies the pre-purchase decision-making model for services to higher education context in order to understand international students' post-acquisition marketing engagement. The research categorizes three types of decision-making factors (i.e. internal, external, and risk) and two types of customer marketing engagement (CME) (i.e. in-role and extra-role). Data from 174 U.S. schools with international student engagement shows that student's internal factor has significantly relationship with all five dimensions of CME (i.e. interactive, affective, calculative, persuasive, and benevolent). The difficulty of the program has least influences, but all three types of decision making factors affect persuasive engagement. Student satisfaction moderates the relationship between in-role and extra-role CME. Theoretical, empirical, and managerial contribution are discussed subsequently.

Citations

• Evolving to a New Dominant Logic for Marketing
• Understanding Customer Experience Throughout the Customer Journey
• Toward a theory of customer engagement marketing
• A Paradigm for Developing Better Measures of Marketing Constructs

Related

• Decision-Making Process of Prospective International Students: a Proposed Generic Complementary Model
• Students as customers in higher education: reframing the debate
• Student Recruitment at International Branch Campuses: Can They Compete in the Global Market?
• Defining Student Engagement
• The effects of using marketing principles and academic support services to improve recruitment and retention efforts