International students choice criteria for selection of higher learning in Malaysian private universities

Abstract

This study evaluates and extends research on the choice criteria that influence international students’ choice of Malaysian tertiary education providers. Based on an extensive review of both the education services and international marketing, a series of in-depth interviews generated many of the choice criteria. These were tested on a sample of international students from a few private universities on their views and reasons they chose Malaysia as their education destination. A total of 656 questionnaires were analyzed using factor analysis and analysis of variance. Results indicate that Malaysian tertiary education providers meet market requirements and promote these together with various choice criteria to attract more international students to study in Malaysia.