Abstract
The number of international students applying to universities in Taiwan is increasing annually. Moreover, universities’ choice for international students is also increasing with support from the Ministry of Education of Taiwan. Therefore, it is crucial to understand the factors that influence student choice. This study investigates the effects of Taiwan’s higher education service quality on international student satisfaction and institutional reputation. We collected data from 197 international students studying at 33 national and private universities in Taiwan to test the study’s proposed model. This study uses a quantitative approach to examine the proposed hypotheses, and causal research design is used to elucidate the cause-and-effect relationship between constructs. The non-academic aspect of service quality is the most influential variable in student satisfaction, and student satisfaction strongly affects institutional reputation. Student satisfaction mediates the relationship between the academic and non-academic aspects of service quality and institutional reputation. This study’s findings could help higher education institutions in Taiwan assess and improve their service quality, which would help them attract international students.
Highlights
In this era of globalization, nations worldwide need to enhance their citizens’ skills, knowledge, and capability to compete globally
average variance extracted (AVE) is a measure of the error-free variance of a set of items; composite reliability (CR) is a measure of reliability and internal consistency based on the square of the total of factor loadings for a construct; other measures used to establish validity and reliability include maximum shared variance (MSV) and maximum inter-construct correlation (Max r).[69]
All the AVE values were 0.50, and the MSV value was more significant than the AVE, which meant that the four variables indicated strong discriminant validity (Table 6)
Summary
In this era of globalization, nations worldwide need to enhance their citizens’ skills, knowledge, and capability to compete globally. The need for international work experience and partially or fully acquired education abroad is increasing.[1]. The internationalization of Taiwan’s educational system has transformed the educational system of Taiwan significantly over the last two decades.[2] The number of international students choosing Taiwan for their higher studies has continuously risen.
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