Let’s make it better: An updated model interpreting international student satisfaction in China based on PLS-SEM approach

• Published in: PloS one 2020-07, Vol.15 (7), p.e0233546-e0233546
• Main Authors: Lin, Ling, Huang, Zhengwei, Othman, Bestoon, Luo, Yin
• Format: Article
• Language: English
• Subjects: Biology and Life Sciences; Brand loyalty; College students; Colleges & universities; Customer satisfaction; Customer services; Educational aspects; Foreign students; Higher education; Learning; Marketing; Multivariate statistical analysis; Normal distribution; People and Places; Perceptions; Physical Sciences; Psychological aspects; Quality; Research and Analysis Methods; Researchers; Satisfaction (Psychology); Social Sciences; Students; Studies; Surveys; Tuition; Variables
• ISSN: 1932-6203; 1932-6203
• DOI: 10.1371/journal.pone.0233546

Research studying into student satisfaction has been developing in the light of customer satisfaction theory which considers perceived value and quality as important predictors of student satisfaction. But the importance of value co-creation is very much overlooked. Hence this study intends to examine the relationship between perceived value, perceived quality, value co-creation, student satisfaction, complaint and loyalty to give a picture of how perceived value, perceived quality and value co-creation are important predictors of student satisfaction. Partial least square structural equation modelling is adopted to analyse responses from a survey of international students in a Chinese university. Results indicate that perceived value, perceived quality and value co-creation are determinants of student satisfaction which positively influences loyalty and negatively influences complaint. Finally, the research notes that more resources should be dedicated to engaging international students to participate in on-campus management and service work to improve international student studying experience.