Influential factors contributing to the understanding of international students’ choice of Malaysian higher education institutions: Qualitative study with a focus on expected benefits

Abstract

This research aimed to identify the influential factors contributing to the international students’ choice of Malaysian Higher Education Institutions (HEIs), focusing on the expected benefits. Additionally, the study contributes to the development of the higher education sector in Malaysia by providing recommendations to the HEIs based on the students’ perceptions. To achieve this purpose, the researchers utilized a qualitative approach through interviews where the study targeted the international students in Malaysia; 18 students were interviewed until saturation was reached. The thematic analysis was utilized to analyze the interviews where five major influential factors were highlighted and investigated: reliability, assurance, tangibility, empathy, and responsiveness. The results showed that the Malaysian universities provide higher than average services to international students, which met most of their expectations; this is clear through the international students’ answers to questions under different constructs such as reliability, assurance, tangibles, empathy, and responsibility. The international students believe that the brand image and reputation of HEIs have a positive impact on their choice and expectations, and they believe that Malaysian HEIs are among the world’s top universities. The study contributes to Malaysian HEIs in terms of the students’ feedback that could be an advantage for existing efforts to develop the academic services of the country. Received: 17 January 2021Accepted: 18 February 2022