|29th IBIMA Conference
3 - 4 May 2017
The Impact of Marketing Strategies upon Students’ Overseas University Enrolment Decisions
Chinnasamy Agamudai Nambi Malarvizhi, Junainah Binti Mohd Mahdee, Shamima Raihan Manzoor and Abdullah Al Mahmud
Due to the increased global outward mobility of students’ and their thrust for study abroad, overseas university enrolment decision is a burning issue in recent times. Moreover, the rising competition among the various nations in quest of becoming the education hub of the region makes it difficult for the students to choose their desired university with zero cognitive dissonance . Hence the aim of this study is to explore the impacts of service marketing mix (7P’s) elements on the overseas university enrolment decisions through the mediation effect of pre-purchase satisfaction in South-East Asian perspective. The purpose here is to present the conceptual framework of a study in this field which is expected to provide precious insights for the other regions with similar context.