Curriculum Quality, Process Innovation, School Reputation, and Perceived Value Affecting the Loyalty of Chinese Higher Education Students in Thailand
Shixin Zhao,
Chaithanaskorn Phawitpiriyakliti,
Sid Terason
Abstract:This qualitative case study investigates the factors influencing the loyalty of Chinese higher education students in Thailand, focusing on curriculum quality, process innovation, institution reputation, and perceived value. Through in-depth interviews of 30 selected students and content analysis of the transcripts, the study uncovered the nuanced perspectives of Chinese students and revealed the significance of these factors in shaping their loyalty. Findings highlighted the importance of curriculum quality, f… Show more
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