ABSTRACT

This study applies the pre-purchase decision-making model for services to higher education context in order to understand international students' post-acquisition marketing engagement. The research categorizes three types of decision-making factors (i.e. internal, external, and risk) and two types of customer marketing engagement (CME) (i.e. in-role and extra-role). Data from 174 U.S. schools with international student engagement shows that student's internal factor has significantly relationship with all five dimensions of CME (i.e. interactive, affective, calculative, persuasive, and benevolent). The difficulty of the program has least influences, but all three types of decision making factors affect persuasive engagement. Student satisfaction moderates the relationship between in-role and extra-role CME. Theoretical, empirical, and managerial contribution are discussed subsequently.

摘要

这项研究将购买前的服务决策模型应用于高等教育环境，以了解国际学生在购买后的市场营销参与度。该研究将决策因素分为三种类型（即内部，外部和风险）和两种类型的客户营销参与（CME）（即角色内和角色外）。来自美国174所具有国际学生参与度的学校的数据表明，学生的内部因素与CME的所有五个维度（即互动，情感，计算，说服力和仁慈）都具有显着关系。程序的难度影响最小，但是所有三种类型的决策因素都会影响说服力。学生满意度适度了角色内和角色外CME之间的关系。理论上，经验上，