International Students’ Experience and the Effect of Satisfaction on Brand Loyalty in Malaysia Public Higher Education: A Conceptual Framework

Helmie Sheha Che  Azemi; Abd Rahim  Romle

doi:10.48165/sajssh.2021.2404

Authors

Helmie Sheha Che Azemi School of Government, Universiti Utara Malaysia, Malaysia.
Abd Rahim Romle School of Government, Universiti Utara Malaysia, Malaysia.

DOI:

https://doi.org/10.48165/sajssh.2021.2404

Keywords:

Students’ experience, satisfaction, brand loyalty, higher education, conceptual

Abstract

Service experience appears to be essential in a variety of academic disciplines. In business management, the service experience is a touchstone that impacts on profit, customer satisfaction, and loyalty. However, service experience has been pretty much ignored in higher education. With the intense competition between institutions, university management needs to create new enthusiasm and strategy for managing students’ experience, especially foreign students. This study proposed a conceptual framework to examine the relationship between students’ experience with brand loyalty, which is mediated by satisfaction. The research design will employ a quantitative approach using a structural equation model to obtain the result.

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