Should I Leave My Country? Higher Education Value Shaping Students’ Satisfaction and Brain Drain Intentions in Western Balkans

Abstract

Following the relevant literature on higher education services, the objective of this study explores how the higher education perceived value outlines students’ satisfaction with the service and their migration intentions. Data from1,150 university students in Macedonia was collected and analyzed using Partial Least Squares Structural Equation Modeling. The results showed that functional, emotional, conditional and image value perceived about the degree are significant incitements of overall satisfaction, while social influence by reference groups minimizes satisfaction. In turn, students’ satisfaction decreases their intentions to leave the country. Moreover, the year of study acts as a moderator by delivering higher satisfaction, hence reducing brain drain intentions, for students in higher courses. The conclusions of this research emphasize the need for universities to increase appreciation of the higher education system’s quality, efficiency, and reputation. Since the beginning of their studies, students should be able to recognize and experience their education as beneficial for their professional future in the country, reducing in this way one of the major concerns in Western Balkans, the brain drain intentions.