The influence of university image on students’ enrollment decision: A literature review

Arif Fakhrudin; Indah Fatmawati; Ika Nurul Qamari

doi:10.31893/multirev.2024200

Keywords:

Abstract

Abstract Recently, competition between universities in attracting new students has become increasingly fierce. One of the aspects to be considered in attracting new students is the university's image. This literature review aims to systematically review previous studies that theoretically test the relationships among university image, university performance, and university choice. The design of the study is exploratory through a literature review to answer the research objectives. The researchers found various studies investigating the influencing factors of university choice based on the literature that have been collected. Likewise, academic image was found to have a significant effect on university choice. Various studies show that research performance can be measured by several variables, such as research excellence, scientific research capabilities, research productivity, strategic alliances through collaborative research, research quality, responsible scientific behavior, and salaries for scientific productivity. In addition, academic image can be measured from program-level image, institutional-level image, and academic performance.
References
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2. Aula, H., & Tienari, J. (2011). Becoming “world‐class”? Image‐building in a university merger. Critical Perspectives on International Business, 7(1), 7–29.
3. Cheung, A. C. K., Yuen, T. W. W., Yuen, C. Y. M., & Cheong Cheng, Y. (2011). Strategies and policies for Hong Kong’s higher education in Asian markets: Lessons from the United Kingdom, Australia, and Singapore. International Journal of Educational Management, 25(2), 144–163.
4. Dehghan, A., Dugger, J., Dobrzykowski, D., & Balazs, A. (2014). The antecedents of student loyalty in online programs. International Journal of Educational Management, 28(1), 15–35.
5. Durvasula, S., Lysonski, S., & Madhavi, A. D. (2011). Beyond service attributes: do personal values matter? Journal of Services Marketing, 25(1), 33–46.
6. Fakhrudin, A., Fatmawati, I., & Qamari, I. N. (2024). Creating students’loyalty in the aviation campus. Journal of Law and Sustainable Development, 12(2), e3238–e3238.
7. Finch, D. J., Hamilton, L. K., Baldwin, R., & Zehner, M. (2013). An exploratory study of factors affecting undergraduate employability. Education+ Training, 55(7), 681–704.
8. Helgesen, Ø. (2008). Marketing for higher education: A relationship marketing approach. Journal of Marketing for Higher Education, 18(1), 50–78.
9. Ivy, J., & Al-Fattal, E. (2010). Marketing private EFL programs in Damascus. TESOL Journal, 2(1), 130–143.
10. Järvinen, R., & Suomi, K. (2011). Image attributes in retailing services: managerial perspective. Managing Service Quality: An International Journal, 21(4), 410–423.
11. Jurše, M., & Mulej, M. (2011). The complexities of business school alignment with the emerging globalisation of business education. Kybernetes, 40(9/10), 1440–1458.
12. Kantabutra, S., & Saratun, M. (2013). Sustainable leadership: Honeybee practices at Thailand’s oldest university. International Journal of Educational Management, 27(4), 356–376.
13. Kotler, P. (2010). Manajemen Pemasaran. Erlangga.
14. Li, X., Roberts, J., Yan, Y., & Tan, H. (2014). Knowledge sharing in China–UK higher education alliances. International Business Review, 23(2), 343–355.
15. Linton, J. D., Tierney, R., & Walsh, S. T. (2012). What are research expectations? A comparative study of different academic disciplines. Serials Review, 38(4), 228–234.
16. M. Forray, J., & E. Goodnight, J. (2014). Recruiting business PhDs: US minority motives and concerns. Equality, Diversity and Inclusion: An International Journal, 33(1), 2–41.
17. Mazzarol, T., & Soutar, G. N. (2012). Revisiting the global market for higher education. Asia Pacific Journal of Marketing and Logistics, 24(5), 717–737.
18. Moraru, L. (2012). Academic internal stakeholder condition: a comparative approach. Procedia-Social and Behavioral Sciences, 69, 54–72.
19. Mulki, J. P., & Jaramillo, F. (2011). Ethical reputation and value received: customer perceptions. International Journal of Bank Marketing, 29(5), 358–372.
20. Muscio, A., Quaglione, D., & Vallanti, G. (2013). Does government funding complement or substitute private research funding to universities? Research Policy, 42(1), 63–75.
21. Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4_suppl1), 33–44. https://doi.org/10.2307/1252099
22. Petruzzelli, A. M. (2011). The impact of technological relatedness, prior ties, and geographical distance on university–industry collaborations: A joint-patent analysis. Technovation, 31(7), 309–319.
23. Quintal, V., & Phau, I. (2014). Students’ perceptions of an internationalised learning environment. Marketing Intelligence & Planning, 32(1), 89–106.
24. Saisana, M., d’Hombres, B., & Saltelli, A. (2011). Rickety numbers: Volatility of university rankings and policy implications. Research Policy, 40(1), 165–177.
25. Senthilkumar, N., & Arulraj, A. (2011). SQM‐HEI–determination of service quality measurement of higher education in India. Journal of Modelling in Management, 6(1), 60–78. https://doi.org/10.1108/17465661111112502
26. Skallerud, K. (2011). School reputation and its relation to parents’ satisfaction and loyalty. International Journal of Educational Management, 25(7), 671–686.
27. Šontaite, M., & Bakanauskas, A. P. (2011). Measurement model of corporate reputation at higher education institutions: Customers’ perspective. Manag. Organ. Syst. Res, 59, 115–130.
28. Sultan, P., & Yin Wong, H. (2012). Service quality in a higher education context: an integrated model. Asia Pacific Journal of Marketing and Logistics, 24(5), 755–784.
29. Sultan, Wong, & Ho. (2010). Service quality in higher education–a review and research agenda. International Journal of Quality and Service Sciences, 2(2), 259–272. https://doi.org/10.1108/17566691011057393
30. Sum, C. Y., & Hui, C. L. (2009). Salespersons’ service quality and customer loyalty in fashion chain stores: A study in Hong Kong retail stores. Journal of Fashion Marketing and Management: An International Journal, 13(1), 98–108. https://doi.org/10.1108/13612020910939905
31. Sung, M., & Yang, S.-U. (2008). Toward the model of university image: The influence of brand personality, external prestige, and reputation. Journal of Public Relations Research, 20(4), 357–376.
32. Urbanovič, J., & Tauginienė, L. (2013). Institutional responsibility vs individual responsibility: Ethical issues in the management of research performance. Procedia-Social and Behavioral Sciences, 81, 72–78.
33. Vidaver-Cohen, D. (2007). Image beyond the rankings: A conceptual framework for business school research. Corporate Reputation Review, 10, 278–304.

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to cite

Fakhrudin, A., Fatmawati, I., & Qamari, I. N. (2024). The influence of university image on students’ enrollment decision: A literature review. Multidisciplinary Reviews, 7(9), 2024200. https://doi.org/10.31893/multirev.2024200

[1] Al‐Fattal, A., & Ayoubi, R. M. (2012). Understanding consumer buyer behaviour in the EFL market: A case study of a leading provider in Syria. Education, Business and Society: Contemporary Middle Eastern Issues, 5(4), 237–253.

[2] Aula, H., & Tienari, J. (2011). Becoming “world‐class”? Image‐building in a university merger. Critical Perspectives on International Business, 7(1), 7–29.

[3] Cheung, A. C. K., Yuen, T. W. W., Yuen, C. Y. M., & Cheong Cheng, Y. (2011). Strategies and policies for Hong Kong’s higher education in Asian markets: Lessons from the United Kingdom, Australia, and Singapore. International Journal of Educational Management, 25(2), 144–163.

[4] Dehghan, A., Dugger, J., Dobrzykowski, D., & Balazs, A. (2014). The antecedents of student loyalty in online programs. International Journal of Educational Management, 28(1), 15–35.

[5] Durvasula, S., Lysonski, S., & Madhavi, A. D. (2011). Beyond service attributes: do personal values matter? Journal of Services Marketing, 25(1), 33–46.

[6] Fakhrudin, A., Fatmawati, I., & Qamari, I. N. (2024). Creating students’loyalty in the aviation campus. Journal of Law and Sustainable Development, 12(2), e3238–e3238.

[7] Finch, D. J., Hamilton, L. K., Baldwin, R., & Zehner, M. (2013). An exploratory study of factors affecting undergraduate employability. Education+ Training, 55(7), 681–704.

[8] Helgesen, Ø. (2008). Marketing for higher education: A relationship marketing approach. Journal of Marketing for Higher Education, 18(1), 50–78.

[9] Ivy, J., & Al-Fattal, E. (2010). Marketing private EFL programs in Damascus. TESOL Journal, 2(1), 130–143.

[10] Järvinen, R., & Suomi, K. (2011). Image attributes in retailing services: managerial perspective. Managing Service Quality: An International Journal, 21(4), 410–423.

[11] Jurše, M., & Mulej, M. (2011). The complexities of business school alignment with the emerging globalisation of business education. Kybernetes, 40(9/10), 1440–1458.

[12] Kantabutra, S., & Saratun, M. (2013). Sustainable leadership: Honeybee practices at Thailand’s oldest university. International Journal of Educational Management, 27(4), 356–376.

[13] Kotler, P. (2010). Manajemen Pemasaran. Erlangga.

[14] Li, X., Roberts, J., Yan, Y., & Tan, H. (2014). Knowledge sharing in China–UK higher education alliances. International Business Review, 23(2), 343–355.

[15] Linton, J. D., Tierney, R., & Walsh, S. T. (2012). What are research expectations? A comparative study of different academic disciplines. Serials Review, 38(4), 228–234.

[16] M. Forray, J., & E. Goodnight, J. (2014). Recruiting business PhDs: US minority motives and concerns. Equality, Diversity and Inclusion: An International Journal, 33(1), 2–41.

[17] Mazzarol, T., & Soutar, G. N. (2012). Revisiting the global market for higher education. Asia Pacific Journal of Marketing and Logistics, 24(5), 717–737.

[18] Moraru, L. (2012). Academic internal stakeholder condition: a comparative approach. Procedia-Social and Behavioral Sciences, 69, 54–72.

[19] Mulki, J. P., & Jaramillo, F. (2011). Ethical reputation and value received: customer perceptions. International Journal of Bank Marketing, 29(5), 358–372.

[20] Muscio, A., Quaglione, D., & Vallanti, G. (2013). Does government funding complement or substitute private research funding to universities? Research Policy, 42(1), 63–75.

[21] Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4_suppl1), 33–44. https://doi.org/10.2307/1252099

[22] Petruzzelli, A. M. (2011). The impact of technological relatedness, prior ties, and geographical distance on university–industry collaborations: A joint-patent analysis. Technovation, 31(7), 309–319.

[23] Quintal, V., & Phau, I. (2014). Students’ perceptions of an internationalised learning environment. Marketing Intelligence & Planning, 32(1), 89–106.

[24] Saisana, M., d’Hombres, B., & Saltelli, A. (2011). Rickety numbers: Volatility of university rankings and policy implications. Research Policy, 40(1), 165–177.

[25] Senthilkumar, N., & Arulraj, A. (2011). SQM‐HEI–determination of service quality measurement of higher education in India. Journal of Modelling in Management, 6(1), 60–78. https://doi.org/10.1108/17465661111112502

[26] Skallerud, K. (2011). School reputation and its relation to parents’ satisfaction and loyalty. International Journal of Educational Management, 25(7), 671–686.

[27] Šontaite, M., & Bakanauskas, A. P. (2011). Measurement model of corporate reputation at higher education institutions: Customers’ perspective. Manag. Organ. Syst. Res, 59, 115–130.

[28] Sultan, P., & Yin Wong, H. (2012). Service quality in a higher education context: an integrated model. Asia Pacific Journal of Marketing and Logistics, 24(5), 755–784.

[29] Sultan, Wong, & Ho. (2010). Service quality in higher education–a review and research agenda. International Journal of Quality and Service Sciences, 2(2), 259–272. https://doi.org/10.1108/17566691011057393

[30] Sum, C. Y., & Hui, C. L. (2009). Salespersons’ service quality and customer loyalty in fashion chain stores: A study in Hong Kong retail stores. Journal of Fashion Marketing and Management: An International Journal, 13(1), 98–108. https://doi.org/10.1108/13612020910939905

[31] Sung, M., & Yang, S.-U. (2008). Toward the model of university image: The influence of brand personality, external prestige, and reputation. Journal of Public Relations Research, 20(4), 357–376.

[32] Urbanovič, J., & Tauginienė, L. (2013). Institutional responsibility vs individual responsibility: Ethical issues in the management of research performance. Procedia-Social and Behavioral Sciences, 81, 72–78.

[33] Vidaver-Cohen, D. (2007). Image beyond the rankings: A conceptual framework for business school research. Corporate Reputation Review, 10, 278–304.

Abstract

References

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