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2020, Cilt 10, Sayı 1, Sayfa(lar) 078-087 |
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DOI: 10.5961/jhes.2020.369 |
The Mediating Role of the Price in the Relationship Between Quality and Academic Attractiveness of Higher Education |
Önder KETHÜDA |
Duzce University, Akçakoca Vocational School, Düzce, Turkey |
Keywords: Price, Quality, Academic attractiveness, Higher education, International student mobility |
Price and quality are two of the most important elements of higher education marketing. It is widely accepted that quality is an attribute
that enhances attractiveness for all goods and services. However, the influence of price on attractiveness is controversial. The aim of this
paper is to examine the mediating role of price in the relationship between quality and academic attractiveness in higher education. The
population of the research was determined as the first 30 countries hosting the most international students in the world and all countries
were included in the sample. Secondary data were used to test the theoretical model, and the data analyzed by structural equation modeling
that enabled to test the relations between more than two variables at the same time. Results show that quality has a very strong influence
on academic attractiveness and a strong impact on price. However, price has no significant influence on academic attractiveness. Based on
these results, it can be concluded that the price is an indicator of quality in the higher education sector, as in other sectors, but the high
price does not reduce academic attractiveness of countries. Therefore, countries aiming to develop their share in the international higher
education market are advised to determine prices according to where they want to position themselves in the context of quality.
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