The perceptions of master and bachelor students on the performance of private higher education institutions – an empirical study in Malaysia
International Journal of Educational Management
ISSN: 0951-354X
Article publication date: 2 May 2023
Issue publication date: 19 July 2023
Abstract
Purpose
This study explores the similarities and dissimilarities among master and bachelor students, which impetus on the marketing strategies for private higher education (HE) institutions to have more intake of master students.
Design/methodology/approach
The unit of analysis of the present study is the master and bachelor students from the four leading private universities in Malaysia. Based on the extensive literature review and expert opinion, the framework and the structured questionnaire have been conceptualized. A sample of 410 students responded to the structured survey questionnaire, and the question items were adapted from the existing literature.
Findings
There are statistically significant differences between master and bachelor students on the dimensions of smart classroom, peer support, patnership and perceived benefits. Interestingly, master students are highly influenced by smart classroom, peer support and perceived benefits, while bachelor students favor patnership.
Practical implications
The present study provides a conceptualized research framework with some new dimensions, which can be used to examine the factors influencing master's and bachelors' students. Further, the differences in the perceptions of the master and bachelor students were tested to study the performance of the private HE institutions.
Originality/value
This study suggests marketing strategies for private HE institutions in developing countries since the masters' intake of students has been declining. Findings of this study will help private universities in developing countries to enhance procedures and formalities of curriculum and functional operating systems to achieve Higher Education Success.
Keywords
Acknowledgements
The authors are thankful to the editor and three subject reviewers for their valid comments and suggestions which have contributed to the highest quality of the article.
Citation
Krishnaswamy, J., Nyepit, C.B. and Leow, N.X. (2023), "The perceptions of master and bachelor students on the performance of private higher education institutions – an empirical study in Malaysia", International Journal of Educational Management, Vol. 37 No. 4, pp. 721-736. https://doi.org/10.1108/IJEM-01-2022-0025
Publisher
:Emerald Publishing Limited
Copyright © 2023, Emerald Publishing Limited