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SELECTING UNIVERSITIES IN AFRICA: FACTORS INFLUENCING STUDENT’S CHOICES

Patricia Joubert, Johan de Jager, Robert Rugimbana

Abstract


Institutions of Higher education have a major role in providing relevant education that best meets the needs of the various constituencies served. To meet these needs, an assessment of factors that influence students’ choices becomes imperative. The increasing competitive and internationalized tertiary education environment has over recent years introduced a commercial focus to the sector. Simultaneously institutions of higher education institutions in Africa face many challenges in order to transform higher education on the continent to meet international standards. Higher education institutions do not have a clear picture of what attracts students, particularly international students. Attracting quality students in a highly competitive environment is crucial as the fallout rate is significantly high in African countries.

This paper examines the criteria used by enrolled students when evaluating a tertiary institution. Two samples of students were selected at random in Swaziland in 2007 and in 2011 and were requested to complete a self administered questionnaire. The main findings were amongst others that the most important attributes that influence perceptions of service quality in higher education are hostel accommodation and attractive campus, well equipped library and computer facilities.


Keywords


Higher Education, Consumer Behaviour, Services, Africa

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References


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