A causal model predicting student intention to enrol moderated by university image: Using strategic management to create competitive advantage in higher education

Laura L. Matherly, Zayed University

Document Type

Article

Source of Publication

International Journal of Management in Education

Publication Date

5-28-2012

Abstract

The purpose of this paper is to model the decision criteria used by students in selecting a university, determine the factors that influence the image of a university, and ultimately, predict intention to enroll. When strategic decisions are based on data from target groups, programs and services can be tailored to result in a competitive advantage. Drawing from the performance excellence paradigm and strategic management, a conceptual model is proposed. A positive image is predicted to result from information awareness, favourable experiences and characteristics such as academic quality and program availability. The results indicate mixed support for the model. Copyright © 2009 Inderscience Enterprises Ltd.

ISSN

1750-385X

Publisher

Inderscience Publishers

Volume

6

Issue

1-2

First Page

38

Last Page

55

Disciplines

Business

Keywords

College choice, Enrolment management, Intention to enrol, Strategic management in higher education, Strategy map, Student recruitment, University image

Scopus ID

84861417721

Indexed in Scopus

yes

Open Access

no

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