Factors and Influences Contributing to the College/University Selection: A Study of Private Higher Education Institutes (HEIs) in Oman

Abstract

HEI selection is an important decision for all aspiring students of higher education and it affects the commitment, motivation to study and career prospects. The present study investigates the factors responsible for student selection of different colleges and universities across Oman. Data has been collected through questionnaire which was both distributed physically and through online mode to students of three private universities and nine private colleges in Oman. The sample size was 300 and consisted of foundation and first year students in diploma and undergraduate courses. The scale items were subjected to reliability and validity checks. Reliability of scale has been tested using “Cronbach alpha”, “rho_a” and “composite reliability”. The Average Variance Extracted (AVE) was used to test both convergent and discriminant validity of scale. In the present study SmartPLS was used to test the research hypothesis. The relationships between Fixed College Characteristics and HEI selection decision; College Efforts to Communicate and HEI selection decision; Student Characteristics and HEI selection decision, are found to be significant (t >1.96 at p <0.05). However there is no significant relationship between External Influence and HEI selection decision.

Private HEI’s Characteristics and Marketing Impact on Students’ Enrollment Decisions

“…Prospective students' decisions to enrol in academic programmes offered by institutions are heavily influenced by the scope and adaptability of those programmes (Mishra & Gupta, 2021). As https://doi.…”

“…The primary determinants for students seeking higher education, according to Callender and Melis (2022), are the tuition fees and financial commitments. The tuition fees are a major consideration for prospective students when choosing a university, and most of them take this into account before choosing a HEI (Mishra & Gupta, 2021). Tuition fees define charges such as those payable in exchange for purchasing goods or services (Anyi, 2017).…”

“…Figure 1 illustrates the factors that influence students' decisions (dependent variables) from the aspect of private HEIs' characteristics and external factors (independent variables). Based on the review and analyses of the past academic papers as mentioned in literature review part, the scope and adaptability of the educational programmes provided by the institution are key factors in potential students' decision to enrol (Mishra & Gupta, 2021); more students are quitting from university due to cost concerns (Sarkodie et al, 2020); private HEIs' heritage-related offerings, maintaining standards, and competition need to be distinguished from other HEIs in the education industry (Nguyen et al, 2019;Yusuf et al,2017) concluded location is the most reliable factor that influences students' decision to select university that ensure security if they choose to enrol near home or away in a city which fits their convenience and accessibility; discovered that one of the most reliable elements influencing students' decision to choose a university is career chances; Sessa (2017) highlighted EWOM is related to conclusion of students during the choice phase; research by Le et al (2020) mentioned WOM communication is a crucial consideration for prospective students when selecting a university. In conjunction with these arguments put forward in this study, this research focused on these seven independent variables.…”

Changes in Preferences and Attitudes Towards University Selection in the Post-Covid Era

“…They also highlight differences in preferences by gender, region, family structure, and secondary school background of applicants. The results of quantitative research done in private schools in Oman [11] show a significant relationship between student characteristics and HEI selection decision, but also suggest that there is no relationship between external factors and HEI choice. Nanath et al [12] provide one of the few insights into the change in HEI selection priorities before and after the COVID-19 pandemic.…”