Factors Affecting Students Attraction Towards Jordanian University

Abstract

The aim of this study is to investigate the factors influencing the attraction of students’ selection of Jordanian universities. For this purpose a model has been designed to test these factors. The model is divided into seven dimensions including: university’s attributes, economic factors, Geographic factors, reference groups and marketing communication, Attraction and Selection University.Seven hypotheses were developed based on the dimensions of the study as well as the relevant literature to achieve this aim, the researchers used a convenience sampling technique. A total of (321) respondents completed the research questionnaire, which distributed in (6) private universities which located in Amman. The distributed questionnaire consists of (35) questions that measured using a 5 points liker scale.The collected data were analyzed by using spas for descriptive statistic and amours analysis to assess the structural and measurement model for the proposed study model.The findings indicated that is an impact of all factors on the attraction of students for selection universities.Also, the findings showed the complementary partial role of attraction between the study factors and students' selection for universities.

Applicants' institution selection criteria in the higher education: An empirical study in Hungarian higher education management

“…The vivacity was the first most important factor and had outstanding importance based on the SMS, which is contrary to the theoretical background's findings (where this element also can be identified, but with a lower priority). The city and the university life are not considered as one of the most important influencing element (Al-Dajani and Alsamydai, 2018; Lányi and Pozsgai, 2016; Mbawuni and Nimako, 2015; Rámháp, 2017; Rudhumbu et al, 2017; Törőcsik et al, 2014). This also means that this should be put in the fore during marketing campaigns as this seems to be a significantly influencing element.…”

“…The importance of the academic programme and the opportunity to switch to a different path if it turns out to be not the ideal degree. This is highlighted by several pieces of research (Al-Dajani and Alsamydai, 2018; Rámháp, 2017; Rudhumbu et al, 2017; Törőcsik et al, 2014). Even the career development and talent management services are important in line with Drewes and Michael (2006), Lányi and Pozsgai (2016) and Mbawuni and Nimako (2015).…”

“…This study deals with students with direct access to HE because HE has increasingly become competitive, and institutions have to compete with each other to attract students in the recruitment markets (Maringe and Gibbs, 2008). The basic assumption is that today's HE attracts a wide variety of students who are diverse in many ways; attraction and choice are some of the most important problems and issues for universities today (Al-Dajani and Alsamydai, 2018; Macmillian and Yue, 2017).…”

“…Al-Dajani and Alsamydai (2018), in their study, investigated the factors influencing the attraction of students' selection of Jordanian universities. For this purpose, a model has been designed to test seven factors: university's attributes, economic factors, geographic factors, reference groups and marketing communication, attraction and university selection.…”

“…Today's HE attracts a wide variety of students who are diverse in many ways (Armour, 2019; Macmillian and Yue, 2017), so the choice of HE is one of the most important issues for universities, and regarding this topic, it is still a question: what are the main factors affecting the choice of university? (Al-Dajani and Alsamydai, 2018; Mbawuni and Nimako, 2015; Ming, 2010).…”