International Journal of Research Studies in Management
CollabWritive Special Issue
2024 Volume 12 Issue 5
Available Online: 15 June 2024
Author/s:
Chang, Liu
Graduate School, Lyceum of the Philippines University – Batangas, Philippines (liuchangworking@gmail.com)
Abstract:
The international student market represents a significant and growing segment in the education sector. Retaining these students is crucial for universities’ success. This study investigated the interplay between brand image, service quality, and customer retention in the context of international students and developed a framework for improved customer relationship management specifically for the international students. The study aimed to examine brand image, service quality and customer retention among higher education institutions (HEIs) which have international students in the Philippines and was made the basis in developing an improved customer relationship management framework. Descriptive design was utilized to understand the current perceptions and experiences of international students regarding the university’s brand image, service quality, and their relationship with retention. A total of 413 samples were collected from Chinese international students attending to 30 Philippine universities. The respondents were Chinese students studying in the Philippines because higher education institutions primarily cater to students as their major clientele. The survey questionnaire was used as it is a well-suited data gathering instrument for this study due to its ability to efficiently collect standardized data on the specific variables of interest from a large population of international students. Based on the findings, the brand image of the university has moderate influence on the satisfaction of international students in terms of competence, trustworthiness, and differentiation. The respondents have moderate agreement on the service quality provided by higher education institutions as to reliability, empathy and tangibility. They generally agreed on all the indicators for customer satisfaction, customer loyalty, and customer engagement in relation to customer retention in higher education institutions. A high significant relationship was found between brand image, service quality and customer retention and an improved customer relationship management framework was developed for universities. Results of the study may empower universities to develop targeted strategies and a data-driven CRM framework to improve brand image, service quality, and ultimately, retain a thriving international student population.
Keywords: brand image, service quality, customer retention, customer relationship management
DOI: https://doi.org/10.5861/ijrsm.2024.1065
Cite this article:
Chang, L. (2024). Brand image, service quality, and customer retention: Basis for improved customer relationship management framework for international students. International Journal of Research Studies in Management, 12(5), 61-76. https://doi.org/10.5861/ijrsm.2024.1065