Exploring the underlying factors influencing students’ choice of private education providers in Nigeria using PLS-SEM

Abstract

This paper empirically explores the underlying factors influencing students' choice of private education providers in a developing country. The study employed a survey research design to collect primary data from 190 respondents selected from a prominent private university in Nigeria. The university was chosen due to the increasing demand for American curriculum-based institutions in Nigeria. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM), which facilitates the examination of relationships within a model and enables the simultaneous testing of theoretically hypothesized connections among constructs. The study's results indicated that both marketer-controlled and marketer non-controlled factors have direct and positive effects on university attributes. Additionally, marketer-controlled factors positively influenced both satisfaction and student loyalty towards their chosen university. However, this study did not confirm a direct relationship between marketer non-controlled factors and satisfaction or loyalty. Practical implications suggest that private education providers should focus on refining university attributes and enhancing identification through effective communication. Sustained investment in student activities, university reputation, academics, and other crucial aspects of the university system are necessary. Leveraging influential alumni referrals for admissions can attract applicants among other strategies.