What do graduates think?: An analysis of intention to repeat the same studies and university

The present work analyzes the key factors in the university experience that influence graduates' intention to repeat the same studies and the same institution, given the hypothetical option - based on hindsight - of selecting afresh a course and place of study. The work is inspired by the theor...

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Bibliographic Details
Published in:Journal of marketing for higher education 2013-01, Vol.23 (1), p.62-89
Main Authors: Luque Martínez, Teodoro, Toledo, Luis Doña
Format: Article
Language:English
Subjects:
Absolvent
Cognition & reasoning
Colleges & universities
demand for schooling
Dienstleistung
educational model
Educational Quality
Employment
Hochschule
human capital
Intention
intention to repeat in higher education
Organizational behavior
Quality of education
Regression analysis
Spanien
student outcomes
Theorie
university quality
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Summary:The present work analyzes the key factors in the university experience that influence graduates' intention to repeat the same studies and the same institution, given the hypothetical option - based on hindsight - of selecting afresh a course and place of study. The work is inspired by the theory of planned behavior [Ajzen, I. (1985). From intentions to actions: A theory of planned behavior, in action control: From cognition to behavior. New York: J. Kuhl and J. Beckmann; Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179-211]. This analysis is based on the opinion of graduates in relation to a set of variables that together form the intention to repeat, namely quality of education; services and facilities; preparation by the university for employment; fitness-for-purpose of studies for the job market; capacities and skills acquired; the time taken to find work following graduation; current salary; and satisfaction with current employment. Using multiple regression models, the principal components of service quality in a university context are determined. The findings indicate that the quality of the educational process is the most influential aspect both in the intention to repeat the same studies and also in the intention to repeat the same university. Services and facilities have a marked influence on the latter, while the time taken to find employment and current salary are the two aspects with the least impact.
ISSN:0884-1241
1540-7144
1540-7144
DOI:10.1080/08841241.2013.812589