Internationalizing higher education: Country-of-origin and brand effect on evaluation of service quality on private higher education in Malaysia

Jessica Sze Yin Ho, Sok Foon Yeoh

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

As the higher education industry in Asia prospers, attracting international students is becoming more competitive for countries in the region, particularly for Malaysia. The establishment of foreign universities in Malaysia has contributed to a healthy competition in the private higher-education sector, as these foreign universities provide potential students more choices for degrees according to a university's country-of-origin (COO) and the university's brand name. Despite past discussions of various service quality perception models, the purported superiority of the available model to other potential instruments for service quality perception in higher education remains controversial. This paper offers a conceptual framework based on the interaction between the university brand name, university country-of-origin, and the combination of the two versions of service quality perception instruments: (a) SERVPERF scale by Cronin and Taylor (1992); and (b) HEdPERF scale by Firdaus (2006). The study will result in a thorough and updated version of service quality perception instruments for the private higher-education sector. Results from the application of this framework will also facilitate regional institutions' and policy makers' abilities to benchmark and position themselves against others in the industry.

Original languageEnglish
Title of host publicationInnovation and Knowledge Management
Subtitle of host publicationA Global Competitive Advantage
PublisherIBIMA
Pages1588-1598
Number of pages11
Volume3
ISBN (Print)9780982148952
Publication statusPublished - 2011
Event16th International Business Information Management Association Conference 2011 - Kuala Lumpur, Malaysia
Duration: 29 Jun 201130 Jun 2011

Conference

Conference16th International Business Information Management Association Conference 2011
Abbreviated titleIBIMA 2011
Country/TerritoryMalaysia
CityKuala Lumpur
Period29/06/1130/06/11

Keywords

  • Brand effect
  • Country-of-origin
  • Perceived service quality
  • Private higher education

ASJC Scopus subject areas

  • Business and International Management
  • Management Information Systems
  • Management of Technology and Innovation
  • Information Systems and Management

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