International student complaint behaviour: Understanding how East-Asian business and management students respond to dissatisfaction during their university experience

Hart, David and Coates, Nigel (2011) International student complaint behaviour: Understanding how East-Asian business and management students respond to dissatisfaction during their university experience. International Journal of Management Education, 9 (4). pp. 57-66. ISSN 1472-8117

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Official URL: http://dx.doi.org/10.3794/ijme.94.380

Abstract

The higher education sector is characterised by intense global competition for international students. This is driving universities to place greater priority on the student experience and, in particular, student satisfaction and retention. However, an under-researched area is student complaint behaviour. By understanding how students react to poor experiences; the likely impact on the learning and teaching experience, satisfaction ratings and ultimately international student recruitment can be assessed, and appropriate strategies implemented.
This study developed an instrument that measured East-Asian students’ preferred university complaint channels. The research focused on four categories of complaint behaviour: public, private, third party and non-behavioural, and data were collected from 135 East-Asian Business and Management students. A vignette questioning technique was used, providing respondents with hypothetical negative student experiences and recording their likely responses in terms of both how and where they would complain.
Results suggest international students are pro-active in reporting dissatisfaction direct to the university, but also share these negative experiences with fellow students. The findings offer new insights to those responsible for managing the student experience and, in particular, for those tasked with handling student complaints.

Item Type: Article
Uncontrolled Keywords: East-Asian students, consumer complaint behaviour, vignette questioning
Subjects: N200 Management studies
N500 Marketing
X900 Others in Education
Department: Faculties > Business and Law > Newcastle Business School > Business and Management
Depositing User: Helen Pattison
Date Deposited: 15 May 2012 13:17
Last Modified: 16 May 2017 01:45
URI: http://nrl.northumbria.ac.uk/id/eprint/7113

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