A causal model predicting student intention to enrol moderated by university image: using strategic management to create competitive advantage in higher education
by Laura L. Matherly
International Journal of Management in Education (IJMIE), Vol. 6, No. 1/2, 2012

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.

Online publication date: Wed, 16-Nov-2011

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