The relevance of demographic variables in assessing student satisfaction: a study of international postgraduate students

Servicing an increasingly diverse international student community in the globally competitive education market is a challenge faced by Australian universities. Market forecasts indicate a seven-fold increase in the number of students seeking higher education overseas by 2025 (Bohm et al, 2002) and with the growing diversity and competitiveness of the industry, universities will need to focus on factors influencing student satisfaction to improve service quality where required.

This paper, using logistic regression, ANOVA, and MANOVA, investigates the influence of country, age and gender with regard to satisfaction among international postgraduate students from four Asian countries studying in universities in Victoria. The results indicate that there is an inverse relationship between age and satisfaction among postgraduate students while the gender of the students does not have an impact on satisfaction, and that significant differences are evident between the four countries investigated with respect to the levels of satisfaction.

Student satisfaction : impact of age and gender on satisfaction among international postgraduate students from Asia

Customer satisfaction is a core-marketing concept. It is considered as a major outcome of marketing activity and serves to link processes, culminating in purchase and consumption with post-purchase phenomena such as attitudinal change, customer retention, repeat purchase, brand loyalty, positive word-of-mouth communication. Student satisfaction is a strategic factor in developing a competitive advantage in the highly attractive and globally competitive international education market. Market forecasts indicate a seven-fold increase in the number of students seeking higher education overseas by 2025 and given the competitiveness of the industry, universities will need to focus on variables influencing student satisfaction in order to address areas where improvements in service quality are required.

A sample of 371 postgraduate students from China, India, Indonesia and Thailand, is investigated. The study highlights the development of a scale to measure international postgraduate student satisfaction. The scale demonstrates the importance of four predominant factors influencing university choices - Education Resources; Communication and Guidance; Customer Value and Study Outcomes; and Image, Prestige and Recognition. Using logistic regression and chi square testing, this paper investigates the impact of age and gender on satisfaction among international postgraduate students from four Asian countries studying in universities in Victoria, Australia, on theses factors. The results indicate that age has a positive relationship with satisfaction among postgraduate students while the influence of gender has no effect on influencing satisfaction among postgraduate students from Asia.

A comparative analysis of personal values of international postgraduate students from Asia studying in Australian universities: a cross cultural study

The rising expectations of university students with regard to quality, service and value for money, and the growing diversity of student populations have challenged universities to become increasingly student focused. Marketing theory suggests that a clear understanding of customer needs and expectations is central to being customer focused and to facilitate targeting of products and services to appropriate segments. The process requires the marketer to have insights into the cultural backgrounds of customers where the study of personal values becomes a critical component in understanding consumer needs and preferences. The results of this study indicate that personal values are useful in explaining differences amongst the student cohorts with regard to age, gender and nationality. Recommendations are made with regard to developing the educational product for the international student, based on underlying value domains of Self-efficacy and Hedonism.

Personal values of international postgraduate students from Asia : a cross cultural study

Australian universities face a challenging task to service an increasingly diverse international student community in the globally competitive education market. The pressure on universities to successfully negotiate cultural diversity arising from nationality differences and to improve service quality will continue to increase with further expansions in the international student market. Such a scenario requires insights into the individual backgrounds of students. Personal values are one way in which insights can be gained of students, particularly with regard to their needs and preferences. Using Factor Analysis, ANOVA and MANOVA, this study analyses the national differences on the basis of underlying value domains of Selfefficacy, Power, Inner harmony, Aspiration and Hedonism. The results indicate significant differences in personal values amongst the student cohorts, which suggest that universities may need to adopt different approaches in servicing international students.

A social marketing approach to choice of study destination : an exploratory study on international postgraduate students from Asia

Using structural modelling, this paper investigates the relationship between non academic factors of choice of study destination and satisfaction among Asian postgraduate students studying in Australia from a social marketing perspective. The results indicate that four factors, recognition of the institution, Information, infrastructure and cultural support, are major factors of choice which influence overall satisfaction among the cohort of students. The study concludes that universities need to place a strong emphasis on non educational aspects in order to improve satisfaction levels of students.

Comparative analysis of student perceptions : impact on satisfaction among international postgraduate students from China, India, Indonesia and Thailand

The paper undertakes a comparative analysis of the gap in student expectations and perceptions on key service quality factors influencing the choice of Australia as a study destination by international postgraduate students of Asian origin and their relationship with student satisfaction. Based on the theoretical framework of expectancy-disconfirmation paradigm, the paper examines the differences in student perceptions of the level of service quality related to the key factors of choice among four groups of students from China, India, Indonesia and Thailand using structural equation modelling, ANOV A and MANOV A. It concludes with strategic implications for universities.

A model of student satisfaction : international postgraduate students from Asia

The internationalisation of higher education remains one of the major challenges faced by universities with the increasing mobility and rising expectations of a highly diversified student community worldwide. With the competitiveness of the industry, universities will need to focus on factors influencing student satisfaction to improve service quality where required. This paper draws on the theory of cognitive dissonance dealining with disconformation of expectations that results in customer satisfaction and using structural equation modelling, investigates factors that influence satisfaction of international postgraduate students from Asian countries studying in Australia and concludes with strategic implications for universities.

Post choice satisfaction among international postgraduate students from Asia studying in Victorian universities

As a study destination Australian universities operate in a competitive international market for full fee paying international students. In order to be successful it is vital that universities, like any other business, address issues of customer satisfaction. Using the expectations/perceptions paradigm this study examines the gap between pre-choice expectations and post-choice perceptions and the resulting satisfaction levels of international postgraduate students from four Asian countries studying in Victorian universities. The study concludes that although the students, in general, appear to be relatively satisfied with the university as a study destination, students' perceptions remained far below expectations across all factors and variables investigated. The study also found that there were significant variances in the expectations and perceptions among students from different countries, suggesting that the impact of culture on the decision-making behaviour of students requires further investigation.

An analysis of factors of importance to international postgraduate students from Asia studying in Victorian universities

Student satisfaction is a key strategic variable in maintaining a competitive position in the international education market by Australian universities. The universities are facing the challenge of rising student expectations of quality, service and value for money, and the need to increase the satisfaction level of their students to retain and improve international student numbers. This process requires universities to carefully analyse the key factors contributing to student satisfaction.

Using logistic regression analysis with factor scores and aggregated satisfaction scores, this study examines the relative importance of factors and their impact on the satisfaction levels of international postgraduate students from four Asian countries studying at Victorian universities. The study concludes that the dominant factors that impact on student satisfaction include the quality of education, student facilities, reputation of the institutions, the marketability of their degrees for better career prospects, and the overall customer value provided by the universities.

International postgraduate students experience in a UK university : lessons for academic practice

This paper reports on a study of the international postgraduate student experience in a United Kingdom (UK) university, using a case study approach. Looking at both the academic and non academic experience of students in the university, the paper attempts to identify differences in perceptions of staff and students on key issues related to the international student experience. The limited sample of this study is compensated for by the quality and depth of data obtained from in-depth interviews with students and staff in one UK university. Results indicate significant convergence of perceptions in relation to the quality of education in the UK though the issues of cultural integration, English language and inadequate student support and the serious threat these issues pose to the quality of experience for students. The paper identifies five key gaps in the way staff and students conceptualise the postgraduate student experience and concludes with suggestions for how management might narrow these gaps in the higher education context.

The interactional effects of the internal and external university environment, and the influence of personal values, on satisfaction among international postgraduate students

The article investigates the interactional effects of internal and external university learning environments, and the influence of personal values, in the satisfaction formation process of international postgraduate students from Asia. Past research on student satisfaction has been narrowly focused on certain aspects of the university internal environment such as teaching, learning and support services. While acknowledging the impact of the internal learning environment on student satisfaction, the article argues that the external community environment, where students spend most of their academic life, has a much stronger influence on their satisfaction. It is also argued that students’ personal values have a mediating influence on the impact on student satisfaction of the internal and external learning environments. A sample of 411 international postgraduate business students from five Australian universities is used in the study. Structural equation modelling is used to analyse the data. Practical implications for universities are provided.

The role of personal values in enhancing student experience and satisfaction among international postgraduate students : an exploratory study

Problem Statement: Universities are faced with the challenging task of educating an increasingly diverse and mobile student community. An understanding of the backgrounds of students and their expectations is central to ensure effective delivery of educational and support services to enhance student experience and satisfaction. The study of student personal values is able to provide better understanding of student demands and aspirations and to assist universities to target educational and support services to meet the differential needs of students.

Purpose of Study: To examine the differences in personal values among Asian international postgraduate students studying in Australian universities and to discuss the strategic implications of these differences in relation to enhancing student experience and satisfaction.

Research Methods: Data collected from a sample of 371 postgraduate students from China, India, Indonesia and Thailand studying in five universities in Victoria, Australia. Personal values were measured using Kahle’s (1983) List Of Values (LOV). Factor analysis was undertaken to determine the underlying personal value domains and Structural Equation Modelling (SEM) to analyse the relationship of the value constructs to student satisfaction. ANOVA and MANOVA tests employed to examine the differences of personal values between the nationalities, gender and age.

Findings: Factor Analysis resulted in a two factor solution and labelled as Self-efficacy and Hedonism which explained 73.5 percent of the variance. MANOVA and ANOVA results indicated significant differences (.001) across the values constructs of Self-efficacy and Hedonism and the individual variables between nationalities, gender and age.

SEM results indicated a link between student satisfaction and the value domains of Self-efficacy and Hedonism.

Conclusions: The study highlighed the opportunities for universities to recognise that Asia is a differentiated market place and the development of segmented approach in designing educational programs as part of the strategy to enhance student experience and satisfaction. The inclusion of cultural aspects in educational programs, promotional material that fits in with different cultural backgrounds of students, self-paced learning approaches, promotion of cross cultural understanding among university staff are among the recommended strategies.