Factors that influence customer preferences towards a private university in Sungai Petani, Kedah / Azyyati Anuar, Mohd Rizaimy Shaharudin and Siti Nabihan Baharuddin
This study attempts to focus on the factors influencing customer preferences towards a private university in Sungai Petani, Kedah. Nowadays, demand for higher education in Malaysia is growing in tandem with the government’s emphasis on human capital development. Without private higher education,...
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| Format: | Article |
| Language: | English |
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Universiti Teknologi MARA, Kedah
2011
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| Online Access: | https://ir.uitm.edu.my/id/eprint/30881/1/AJ_AZYYATI%20ANUAR%20VOA%20K%2011.pdf |
| _version_ | 1796903117694959616 |
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| author | Anuar, Azyyati Shaharudin, Mohd Rizaimy Baharuddin, Siti Nabihan |
| author_facet | Anuar, Azyyati Shaharudin, Mohd Rizaimy Baharuddin, Siti Nabihan |
| author_sort | Anuar, Azyyati |
| collection | UITM |
| description | This study attempts to focus on the factors influencing customer preferences
towards a private university in Sungai Petani, Kedah. Nowadays, demand for
higher education in Malaysia is growing in tandem with the government’s
emphasis on human capital development. Without private higher education,
hundreds of thousands of students would have difficulties of gaining the
knowledge as places in public universities are limited. The research aims to
identify factors such as image and reputation, quality of education and overall
cost of education that influence customer’s choice and preference in choosing
future higher educational institute. A sample of 200 students from secondary
schools participated in this study. Data collected from the questionnaires were
analyzed by using regression analysis to determine the relationship between
dependent and independent variables. Results from the study shows that the
quality of education and overall cost of education significantly influenced the
customer preferences. Future research should also focus on the factors
studied or even other factors that influence customer preferences by enlarging
the scope to include all private universities and colleges in Malaysia. Additional
variables such as administration, facilities, lecturers or programme
offered of private or public universities can be further examined to increase
the accuracies and effectiveness of the findings. |
| first_indexed | 2024-03-06T02:15:29Z |
| format | Article |
| id | oai:ir.uitm.edu.my:30881 |
| institution | Universiti Teknologi MARA |
| language | English |
| last_indexed | 2024-03-06T02:15:29Z |
| publishDate | 2011 |
| publisher | Universiti Teknologi MARA, Kedah |
| record_format | dspace |
| spelling | oai:ir.uitm.edu.my:308812020-06-03T07:20:17Z https://ir.uitm.edu.my/id/eprint/30881/ Factors that influence customer preferences towards a private university in Sungai Petani, Kedah / Azyyati Anuar, Mohd Rizaimy Shaharudin and Siti Nabihan Baharuddin voa Anuar, Azyyati Shaharudin, Mohd Rizaimy Baharuddin, Siti Nabihan Customer services. Customer relations Supervision and administration. Business management This study attempts to focus on the factors influencing customer preferences towards a private university in Sungai Petani, Kedah. Nowadays, demand for higher education in Malaysia is growing in tandem with the government’s emphasis on human capital development. Without private higher education, hundreds of thousands of students would have difficulties of gaining the knowledge as places in public universities are limited. The research aims to identify factors such as image and reputation, quality of education and overall cost of education that influence customer’s choice and preference in choosing future higher educational institute. A sample of 200 students from secondary schools participated in this study. Data collected from the questionnaires were analyzed by using regression analysis to determine the relationship between dependent and independent variables. Results from the study shows that the quality of education and overall cost of education significantly influenced the customer preferences. Future research should also focus on the factors studied or even other factors that influence customer preferences by enlarging the scope to include all private universities and colleges in Malaysia. Additional variables such as administration, facilities, lecturers or programme offered of private or public universities can be further examined to increase the accuracies and effectiveness of the findings. Universiti Teknologi MARA, Kedah 2011 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/30881/1/AJ_AZYYATI%20ANUAR%20VOA%20K%2011.pdf Factors that influence customer preferences towards a private university in Sungai Petani, Kedah / Azyyati Anuar, Mohd Rizaimy Shaharudin and Siti Nabihan Baharuddin. (2011) Voice of Academia (VOA) <https://ir.uitm.edu.my/view/publication/Voice_of_Academia_=28VOA=29/>, 6 (1). pp. 73-88. ISSN 2682-7840 https://voa.uitm.edu.my/ |
| spellingShingle | Customer services. Customer relations Supervision and administration. Business management Anuar, Azyyati Shaharudin, Mohd Rizaimy Baharuddin, Siti Nabihan Factors that influence customer preferences towards a private university in Sungai Petani, Kedah / Azyyati Anuar, Mohd Rizaimy Shaharudin and Siti Nabihan Baharuddin |
| title | Factors that influence customer preferences
towards a private university in
Sungai Petani, Kedah / Azyyati Anuar, Mohd Rizaimy Shaharudin and Siti Nabihan Baharuddin |
| title_full | Factors that influence customer preferences
towards a private university in
Sungai Petani, Kedah / Azyyati Anuar, Mohd Rizaimy Shaharudin and Siti Nabihan Baharuddin |
| title_fullStr | Factors that influence customer preferences
towards a private university in
Sungai Petani, Kedah / Azyyati Anuar, Mohd Rizaimy Shaharudin and Siti Nabihan Baharuddin |
| title_full_unstemmed | Factors that influence customer preferences
towards a private university in
Sungai Petani, Kedah / Azyyati Anuar, Mohd Rizaimy Shaharudin and Siti Nabihan Baharuddin |
| title_short | Factors that influence customer preferences
towards a private university in
Sungai Petani, Kedah / Azyyati Anuar, Mohd Rizaimy Shaharudin and Siti Nabihan Baharuddin |
| title_sort | factors that influence customer preferences towards a private university in sungai petani kedah azyyati anuar mohd rizaimy shaharudin and siti nabihan baharuddin |
| topic | Customer services. Customer relations Supervision and administration. Business management |
| url | https://ir.uitm.edu.my/id/eprint/30881/1/AJ_AZYYATI%20ANUAR%20VOA%20K%2011.pdf |
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