| dc.description.abstract | Purpose: This study is conducted to fill in the gap of Higher Education Institutions
engagement (HEIs Engagement in short) from the approach of marketing in Higher
Education. The definition of Higher Education Institutions engagement is clearly
explained in this study. Moreover, determinants and relational outcomes of HEIs
engagement are conceptualized and examined to emphasize the importance of Higher
Education Institutions engagement in Higher Education service marketing.
Design/methodology/approach: This paper would conduct a quantitative approach to
examine and analyze the data set collected from the respondents. The measurement
scales include seven constructs, three of which are first order factor for HEIs
Engagement construct. For data collection, I and Ms. Phan Vu Diem Quynh conducted
an online and offline survey in three months from October 2020 to November 2020.
Collected data was then processed by SPSS 22 and AMOS 20 to test four hypotheses.
Findings: HEIs engagement is proved to be driven by Student Satisfaction and is
determinants of Student Loyalty. Meanwhile, HEIs Image is insignificantly related to
HEIs engagement. HEIs Reputation also has insignificant influence on HEIs
engagement.
Originality/value: The insights brought by this research have not been studied
previously in the education context and marketing context in Vietnam, especially in Ho
Chi Minh city. The results suggest that the education managers of universities should
take HEIs engagement into account because this construct does not only drive from
student satisfaction but also result in student loyalty. | en_US |
