Exploring Influencing Factors for the Selection of Private University in Bangladesh: A Structural Equational Modeling (SEM) Approach

Abstract

<p><em>The purpose of this paper is to assess the factors that have played significant role to select private university in Bangladesh. A survey instruments were employed on Bangladeshi private university students included by demographic background, teaching quality, university facilities, graduation on time, marketing strategy and last one family and seniors influences. Data were collected from the students&rsquo; of different private university in Bangladesh. To identify the factors and examining their relationship of those factors towards the students perception about to select their educational institutions in Bangladesh. This research has applied exploratory factor analysis, confirmatory factor analysis and structural equation modeling for testing hypotheses. From the result it is revealed price or call rate is the most important factor followed by graduation on time and university teaching quality and family and seniors influence to choose their university. It is hoped that the findings of this study will assist the private university of Bangladesh in what they can provide in their education services and how they want to increase their educational facilities as well. The findings of this study also assist private university authority to invest their resources more efficiently, making changes to crucial quality attributes that elicit the student&rsquo;s selection level. However, the findings of this study may provide needed feedback and contribute to the improvement of players&rsquo; strategy and their marketing program. The study only included information of limited variables and from few cities in Bangladesh with limited sample size. However, further research should be considered to gather more information regarding the brand image, corporate image, and students&rsquo; satisfaction dimensions in context of the Bangladesh private University with larger sample.</em></p>

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