Abstract
In recent years, the number of universities in the Saudi Arabian education industry, both government and private, has been steadily increasing. Saudi Arabia accounts for the majority of universities in the Middle East and North African region. By 2030, the number is expected to continue to climb with improved ranking of existing educational institutions and the arrival of new universities, including renowned international universities. Technology schools and medical schools are the two largest segments of the current education industry in Saudi Arabia. There are numerous competitors in these two fields, including schools in government, private, and international universities. It is widely acknowledged that universities with excellent customer value will attract excellent students. The aim of this study was to look into whether students can be motivated to choose their future institute if customer value principles from the business sector were implemented. Using Porter's five-forces analysis, this study developed a framework to motivate students' choices among various medical schools. The Balanced Scorecard model was used to establish a sustainable growth rate. The study concludes that customer value in the education industry, especially in universities, should be improved and included as a key performance indicator for schools and universities. Implementing excellent strategies to improve customer value will positively impact the education industry.
Highlights
In academic institutes, students’ motivations have been gaining considerable attention in the past few years [1, 2], and can be attributed to mainly two factors
A team will be formed to include people from the school and volunteers from senior students and recent graduates who are enthusiastic about the specialty and believe in the study’s objectives
The number of universities in the Saudi Arabian education industry has increased in the last few years
Summary
Students’ motivations have been gaining considerable attention in the past few years [1, 2], and can be attributed to mainly two factors. There are studies documenting that having higher postgraduate degrees leads to higher future income This attracts many people in the younger generations to pursue higher education, whatever the cost, and many have parents able to provide extensive support. The college of Applied Medical Sciences (AMS), for whom this study was undertaken, is affiliated with Taibah University institutes in Madinah, Saudi Arabia [4]. The current study focuses on this issue and provides a framework to motivate students’ choices among different medical schools as a part of Vision 2030 transformation, the Saudi government’s ambitious ten-year plan for development
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