Curriculum Quality, Process Innovation, School Reputation, and Perceived Value Affecting the Loyalty of Chinese Higher Education Students in Thailand

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, faculty reputation, and support services in influencing perceived value, while also introducing the concept of process innovation as a key factor impacting loyalty. The study offered valuable insights to the understanding of loyalty to an institution and provided actionable recommendations for higher education institutions aiming to enhance the loyalty of their international student populations in the context of global competition and the unique challenges faced by Chinese students in Thailand.