Advertisement

Higher Education

, Volume 71, Issue 4, pp 455–472 | Cite as

Students’ choice of sub-degree programmes in self-financing higher education institutions in Hong Kong

  • Phoebe WongEmail author
  • Peggy M. L. Ng
  • Connie K. Y. Mak
  • Jason K. Y. Chan
Article

Abstract

The higher education sector in Hong Kong has restructured substantially from elite to mass higher education since the introduction of education reform by the Hong Kong government in 2000. To stay ahead in this competitive environment in the education sector, management teams of self-financing institutions have to compete for students and identify key factors influencing students’ choice of post-secondary programmes. This paper investigates factors affecting students’ choice of sub-degree programmes in self-financing higher education institutions in Hong Kong. Importance–performance analysis was employed as an analytical tool to help institutions identify areas for improvement and utilize their resources more effectively. The findings show that institutions should find ways to improve areas of “articulation”, “career services”, “financial aid” and “programme design” in order to increase their competitiveness. The outcomes of this research will help management teams of self-financing higher education institutions enhance their overall strategic plan and enrolment processes in order to attract students in a context of increasing competition for students in the Hong Kong higher education system.

Keywords

Self-financing higher education Sub-degree Strategic enrolment management Articulation Importance–performance analysis 

Notes

Acknowledgments

The authors would like to thank Mr. Ken Leung for his statistical assistance. This work was supported by the Federation for Self-financing Tertiary Education (FSTE), Hong Kong.

References

  1. Ancheh, K. S. B. (2006). Institutional factors attracting students to Malaysian institution of higher education. International Review of Business Research papers, 2(1), 46–64.Google Scholar
  2. Bejou, D. (2005). Treating students like customers. BizEd, pp. 44–47. http://www.aacsb.edu/publications/archives/MarApr05/p44-47.pdf. Accessed 2 Sep 2005.
  3. Bontrager, B. (2004). Strategic enrollment management: Core strategies and best practices. College and University Journal, 79(4), 9–15.Google Scholar
  4. Brigham, D. E. (2001). Regents college: Converting student support services to online delivery. The International Review of Research in Open and Distance Learning, 1(2), 1–7.Google Scholar
  5. Bureau, Education. (2008). Education statistics. Hong Kong: Education Bureau.Google Scholar
  6. Carter, S., & Yeo, C. M. A. (2009). My place or yours? Perceptions of, and selection choice criteria for, higher education institutions: The case of UK and Malaysian students. International Journal of Economics and Business Research, 1(2), 165–190.CrossRefGoogle Scholar
  7. Chu, R. K. S., & Choi, T. (2000). An importance-performance analysis of hotel selection factors in the Hong Kong hotel industry: A comparison of business and leisure travellers. Tourism Management, 21, 363–377.CrossRefGoogle Scholar
  8. Cox III, E. P. (1980). The optimal number of response alternatives for a scale: A review. Journal of Marketing Research, 17, 407–422.Google Scholar
  9. Curs, B. R. (2008). The effects of institutional merit-based aid on the enrollment decisions of needy students. Enrollment Management Journal (Summer) 10–31.Google Scholar
  10. Dennis, M. J. (1998). A practical guide to enrollment and retention management in higher education. Westport CT: Bergin and Garvey.Google Scholar
  11. Dill, D. D., & Soo, M. (2005). Academic quality, league tables, and public policy: A cross-national analysis of university ranking systems. Higher Education, 49, 495–533.CrossRefGoogle Scholar
  12. Dolence, M. G. (1997). Strategic enrollment management: A primer for campus administrators. Washington DC: American Association of Collegiate Registrar’s and Admission Officers.Google Scholar
  13. Douglas, J., Douglas, A., & Barnes, B. (2006). Measuring student satisfaction at a UK university. Quality Assurance in Education, 14(3), 251–267.CrossRefGoogle Scholar
  14. Engelland, B. T., Workman, L., & Sigh, M. (2000). Ensuring service quality for campus career services centers: A modified SERVQUAL scale. Journal of Marketing Education, 22(3), 236–245.Google Scholar
  15. Festinger, L. (1964). Conflict, decision and dissonance. Standford: Standford University Press.Google Scholar
  16. Foddy, W. (1994). Constructing questions for interviews and questionnaires: Theory and practice in social research. Cambridge: Camgridge University Press.Google Scholar
  17. Gass, M. A., Garvey, D. E., & Sugerman, D. A. (2003). The long-term effects of a first-year student wilderness orientation program. The Journal of Experimental Education, 26(1), 34–40.CrossRefGoogle Scholar
  18. Hagedorn, L. S., Mazwell, W., Rodriguez, P., Hocevar, D., & Fillpot, J. (2000). Peer and student-faculty relations in community colleges. Community College Journal of Research and Practice, 24(7), 587–598.CrossRefGoogle Scholar
  19. Heinzen, C., & Rakes, T. D. (1995). Enrollment management and career services: Translating concepts into practice. Journal of Career Development, 22(2), 117–123.CrossRefGoogle Scholar
  20. Heron, L. (2006). More degree places to be available in shake-up. South China Morning Post, p. C2.Google Scholar
  21. Hooley, G. J., & Lynch, J. E. (1981). Modelling the student university choice process through the use of conjoint measurement techniques. European Research, 9(4), 158–170.Google Scholar
  22. Hossler, D. (2000). The role of financial aid in enrollment management. New Directions for Student Services, 89, 79–90.Google Scholar
  23. Hossler, D., & Bean, J. P. (1990). The strategic management of college enrollments. San Franciso: Jossey-Bass.Google Scholar
  24. Huddleston, T. (2000). Enrollment management. New Directions for Higher Education, 111, 65–73.CrossRefGoogle Scholar
  25. Huddleston, T. J., & Rumbough, L. P. (1997). Evaluating the enrollment management organization. College and University Journal, 72(4), 2–5.Google Scholar
  26. Kember, D. (2010). Opening up the road to nowhere: Problems with the path to mass higher education in Hong Kong. Higher Education, 59(2), 167–179.CrossRefGoogle Scholar
  27. Kim, M., Rhoades, G., & Woodard, J. D. B. (2003). Sponsored research versus graduating students? Intervening variables and unanticipated findings in public research universities. Research in Higher Education, 44(1), 51–81.CrossRefGoogle Scholar
  28. King, M. (1993). Academic advising, retention and transfer. New Directions for Community Colleges, 82, 21–31.CrossRefGoogle Scholar
  29. Kotler, P., & Fox, K. (1995). Strategic marketing for educational institutions. Englewood Cliffs, NJ: Prentice Hall.Google Scholar
  30. Krampf, R. F., & Heinlein, A. C. (1981). Developing marketing strategies and tactics in higher education through target market research. Decision Sciences, 12(2), 175–193.CrossRefGoogle Scholar
  31. Kremerer, F. R., Baldrige, J. V., & Green, K. C. (1982). Strategies for effective enrollment management. Washington, DC: American Association of Registrars and Admissions Officers.Google Scholar
  32. Kusumawati, A. (2013). A qualitative study of the factors influencing student choice: The case of public university in Indonesia. Journal of Basic and Applied Scientific Research, 3(1), 314–327.Google Scholar
  33. Lau, L. K. (2003). Institutional factors affecting student retention. Journal of Education, 124(1), 126–136.Google Scholar
  34. Lin, L. (1997). What are student education and educational related needs? Marketing and Research Today, 25(3), 199–212.Google Scholar
  35. Lobasso, T. (2005). An evaluation of enrollment management models of the 28 Florida community colleges. Orlando: University of Central Florida.Google Scholar
  36. Loeb, S. E. (2014). Active learning: An advantageous yet challenging approach to accounting ethics instruction. Journal of Business Ethics, 127(1), 1–10.Google Scholar
  37. Maringe, F. (2006). University and course choice: Implications for positioning, recruitment and marketing. International Journal of Educational Management, 20(6), 466–479.Google Scholar
  38. Martilla, J. A., & James, J. C. (1977). Importance-performance analysis. Journal of Marketing, 41(1), 77–79.CrossRefGoogle Scholar
  39. Mazzarol, T., Kemp, S., & Savery, L. (1997). International students who choose not to study in Australia: An examination of Taiwan and Indonesia. Canberra: Australian International Education Foundation.Google Scholar
  40. McIntyre, C. (2011). Blending quantitative and qualitative research for college planning. Research in Higher Education Journal, 14, 1–16.Google Scholar
  41. Newburger, J. (1999). Executive board position paper research and recommendations for developmental education and/or learning assistance programs in the state of New York. Research and Teaching in Developmental Education, 16(1), 1–8.Google Scholar
  42. O’Neill, M. A., & Palmer, A. (2004). Importance-performance analysis: A useful tool for directing continuous quality improvement in higher education. Quality Assurance in Education, 12(1), 39–52.CrossRefGoogle Scholar
  43. Palacio, A. B., Meneses, G. D., & Pérez, P. J. (2002). The configuration of the university image and its relationship with the satisfaction of students. Journal of Educational Administration, 40(5), 486–505.CrossRefGoogle Scholar
  44. Pirius, L. K. (2014). A data-drive approach to SEM development at a two-year college. Strategic Enrollment Management Quarterly, 1(4), 251–262.CrossRefGoogle Scholar
  45. Schuh, J. H. (2003). Interrelationship of student academic services. In K. G. L. (Ed.), Student academic services: An integrated approach (pp. 53–69). New York: Jossey-Bass.Google Scholar
  46. Singell, L. D. (2004). Come and stay a while: Does financial aid effect retention conditioned on enrollment at a large public university? Economics of Education Review, 23(5), 459–471.CrossRefGoogle Scholar
  47. Soutar, G., & Turner, J. (2002). “Students’ preferences for university: A conjoint analysis. The International Journal of Educational Management, 16(1), 40–45.CrossRefGoogle Scholar
  48. Tinto, V. (1993). Leaving college: Rethinking the causes and cures of student attrition. Chicago: The University of Chicago Press.Google Scholar
  49. University Grants Committee. (1998). Report for july 1995 to june 1998. Hong Kong: University Grants Committee Secretariat.Google Scholar
  50. Wan, C. (2011). Reforming higher education in Hong Kong towards post-massification: The first decade and challenges ahead. Journal of Higher Education Policy and Management, 33(2), 115–129.CrossRefGoogle Scholar
  51. Yavas, U., & Shemwell, D. J. (2001). Modified importance-performance analysis: An application to hospitals. International Journal of Health Care Quality Assurance, 14(3), 104–110.CrossRefGoogle Scholar
  52. Young-Jones, A. D., Burt, T. D., Dixon, S., & Hawthorne, M. J. (2013). Academic advising: Does it really impact student success? Quality Assurance in Education, 21(1), 7–19.CrossRefGoogle Scholar
  53. Yung, M. S. (2002). Community college: A new born baby of the Hong Kong education system for the New Millennium. Hong Kong Teachers’ Centre Journal, 1, 32–44.Google Scholar
  54. Zhang, H. Q., & Chow, I. (2004). Application of importance-performance model in tour guides’ performance: Evidence from mainland Chinese outbound visitors in Hong Kong. Tourism Management, 25(1), 81–91.CrossRefGoogle Scholar

Copyright information

© Springer Science+Business Media Dordrecht 2015

Authors and Affiliations

  • Phoebe Wong
    • 1
    Email author
  • Peggy M. L. Ng
    • 1
  • Connie K. Y. Mak
    • 1
  • Jason K. Y. Chan
    • 1
  1. 1.School of Professional Education and Executive DevelopmentThe Hong Kong Polytechnic UniversityYau Ma TeiHong Kong

Personalised recommendations