Title: A causal model predicting student intention to enrol moderated by university image: using strategic management to create competitive advantage in higher education

Authors: Laura L. Matherly

Addresses: College of Business Sciences, Zayed University, P.O. Box 4783, Abu Dhabi, UAE

Abstract: The purpose of this paper is to model the decision criteria used by students in selecting a university, determine the factors that influence the image of a university, and ultimately, predict intention to enroll. When strategic decisions are based on data from target groups, programs and services can be tailored to result in a competitive advantage. Drawing from the performance excellence paradigm and strategic management, a conceptual model is proposed. A positive image is predicted to result from information awareness, favourable experiences and characteristics such as academic quality and program availability. The results indicate mixed support for the model.

Keywords: university image; college choice; enrolment management; strategy maps; strategic management; enrolment intentions; student recruitment; causal models; student intentions; competitive advantage; decision criteria; strategic decisions; target groups; tailored programmes; tailored services; performance excellence; conceptual models; positive images; information awareness; favourable experiences; academic quality; programme availability; education management; higher education; universities; KM; knowledge management.

DOI: 10.1504/IJMIE.2012.044000

International Journal of Management in Education, 2012 Vol.6 No.1/2, pp.38 - 55

Available online: 16 Nov 2011 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article