Roles of internal capabilities, government support and marketing-mix strategy on inward export performance satisfaction of Malaysia’s higher education providers

Export services play a vital role in the development of a country's economy. The service sector provides opportunities not only for the firms to expand their businesses but also to contribute to national economic growth. Recently, many Malaysian higher education institutions (HEIs), the provide...

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Main Author:	Khodakarami, Panteha
Format:	Thesis
Language:	English
Published:	2022
Subjects:	LC Special aspects of education
Online Access:	http://eprints.utm.my/108354/1/PantehaKhodakaramiPAHIBS2022.pdf.pdf
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id	my-utm-ep.108354
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spelling	my-utm-ep.1083542024-11-01T03:34:37Z Roles of internal capabilities, government support and marketing-mix strategy on inward export performance satisfaction of Malaysia’s higher education providers 2022 Khodakarami, Panteha LC Special aspects of education Export services play a vital role in the development of a country's economy. The service sector provides opportunities not only for the firms to expand their businesses but also to contribute to national economic growth. Recently, many Malaysian higher education institutions (HEIs), the providers of educational services, have been facing a decline in international students' enrolment. The resulting reduction in the export of higher education services has thus become an area of concern for the Malaysian government, which has urgently begun to seek solutions. However, there is scant knowledge about the determinants of inward export performance (IEP) satisfaction in Malaysia's higher education (HE). Therefore, the objective of this study is to examine the direct and indirect impact of internal and external factors influence the IEP satisfaction of Malaysian HEIs through marketing-mix strategy (programme, price, prospectus, prominence, people, promotion, premiums). Data was collected from 152 international student officers working in Malaysian HEIs. The data was analysed descriptively using IBM SPSS 24, while PLS-SEM was used for inferential analysis and hypotheses testing. The structural model analysis revealed that the determinants, including service innovativeness, management commitment, cultural sensitivity, business technology strategy, government support, and marketing-mix strategy, were positively related to the IEP satisfaction of HE. The results also support the mediating role of the marketing-mix strategy on the relationship between service innovativeness, management commitment, business technology strategy, service climate and IEP satisfaction in higher education. However, the marketing-mix strategy did not mediate the influence of cultural sensitivity and government support on IEP satisfaction. The findings of this study contribute to the literature on export performance, IEP satisfaction, export marketing, systematic literature review in HE export, and measuring marketing-mix strategy adaptation/standardisation. Malaysian HE may use the results in designing its strategies to attract international students. Malaysian HEIs seeking success in the inward export market should consider using an adapted export-marketing strategy with respect to the price, people, prospectus, and promotion. 2022 Thesis http://eprints.utm.my/108354/ http://eprints.utm.my/108354/1/PantehaKhodakaramiPAHIBS2022.pdf.pdf application/pdf en public http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:154509 phd doctoral Universiti Teknologi Malaysia Azman Hashim International Business School higher education institutions (HEIs), inward export performance (IEP), higher education (HE)
institution	Universiti Teknologi Malaysia
collection	UTM Institutional Repository
language	English
topic	LC Special aspects of education
spellingShingle	LC Special aspects of education Khodakarami, Panteha Roles of internal capabilities, government support and marketing-mix strategy on inward export performance satisfaction of Malaysia’s higher education providers
description	Export services play a vital role in the development of a country's economy. The service sector provides opportunities not only for the firms to expand their businesses but also to contribute to national economic growth. Recently, many Malaysian higher education institutions (HEIs), the providers of educational services, have been facing a decline in international students' enrolment. The resulting reduction in the export of higher education services has thus become an area of concern for the Malaysian government, which has urgently begun to seek solutions. However, there is scant knowledge about the determinants of inward export performance (IEP) satisfaction in Malaysia's higher education (HE). Therefore, the objective of this study is to examine the direct and indirect impact of internal and external factors influence the IEP satisfaction of Malaysian HEIs through marketing-mix strategy (programme, price, prospectus, prominence, people, promotion, premiums). Data was collected from 152 international student officers working in Malaysian HEIs. The data was analysed descriptively using IBM SPSS 24, while PLS-SEM was used for inferential analysis and hypotheses testing. The structural model analysis revealed that the determinants, including service innovativeness, management commitment, cultural sensitivity, business technology strategy, government support, and marketing-mix strategy, were positively related to the IEP satisfaction of HE. The results also support the mediating role of the marketing-mix strategy on the relationship between service innovativeness, management commitment, business technology strategy, service climate and IEP satisfaction in higher education. However, the marketing-mix strategy did not mediate the influence of cultural sensitivity and government support on IEP satisfaction. The findings of this study contribute to the literature on export performance, IEP satisfaction, export marketing, systematic literature review in HE export, and measuring marketing-mix strategy adaptation/standardisation. Malaysian HE may use the results in designing its strategies to attract international students. Malaysian HEIs seeking success in the inward export market should consider using an adapted export-marketing strategy with respect to the price, people, prospectus, and promotion.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Khodakarami, Panteha
author_facet	Khodakarami, Panteha
author_sort	Khodakarami, Panteha
title	Roles of internal capabilities, government support and marketing-mix strategy on inward export performance satisfaction of Malaysia’s higher education providers
title_short	Roles of internal capabilities, government support and marketing-mix strategy on inward export performance satisfaction of Malaysia’s higher education providers
title_full	Roles of internal capabilities, government support and marketing-mix strategy on inward export performance satisfaction of Malaysia’s higher education providers
title_fullStr	Roles of internal capabilities, government support and marketing-mix strategy on inward export performance satisfaction of Malaysia’s higher education providers
title_full_unstemmed	Roles of internal capabilities, government support and marketing-mix strategy on inward export performance satisfaction of Malaysia’s higher education providers
title_sort	roles of internal capabilities, government support and marketing-mix strategy on inward export performance satisfaction of malaysia’s higher education providers
granting_institution	Universiti Teknologi Malaysia
granting_department	Azman Hashim International Business School
publishDate	2022
url	http://eprints.utm.my/108354/1/PantehaKhodakaramiPAHIBS2022.pdf.pdf
_version_	1818646941804789760

Roles of internal capabilities, government support and marketing-mix strategy on inward export performance satisfaction of Malaysia’s higher education providers

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