Comparing student loyalty behavioural intentions across multi entry mode deliveries: An Australian perspective

Abstract

© 2016 Australian and New Zealand Marketing AcademyThis paper compares students' perceptions of push/pull and risk attributes for their impacts on attitude and loyalty behavioural intention towards their university that has adopted multi entry mode strategy in its home and offshore campuses. A total of 561 completed responses were collected through an online survey from students in a large university with campuses in Australia, Malaysia and Singapore. Findings suggested that international students residing in Australia held the most favourable perceptions, attitude and loyalty behavioural intention compared with their counterparts in Malaysia and Singapore, suggesting the inward exporting strategy was successful for the university. The applicability of the Uppsala model in explaining the university's respective entry mode strategies validated its use in the context of international higher education.