A pioneering research study from the American University of Nigeria (AUN) has unraveled key factors influencing Nigerian students' decisions to select private educational institutions. The findings, published in the journal Discover Education, feature contributions from Theoneste Manishimwe, AUN graduate student, Lukman Raimi from University Brunei Darussalam, and Bamiro Nurudeen Babatunde from University Pendidikan Sultan Idris in Malaysia.
Approved by AUN's Institutional Research Board and aligned with the Center for Bioethics and Research (CBR), the study collected responses from 190 students and alumni of a notable private university in Nigeria renowned for its American-styled education. Utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM), the researchers identified significant factors affecting students' satisfaction, loyalty, and choice of university.
Their findings highlighted the effectiveness of proactive communication strategies in shaping students' perceptions, such as open days, university websites, and personalized admissions calls. Additionally, reputation, course quality, and strong career services emerged as critical components in fostering satisfaction and loyalty. Interestingly, while factors such as peer influence and alumni recommendations were acknowledged, the research indicated that their impact is less significant compared to organized marketing efforts.
While cultural and security factors were assessed, their influence on decision-making was found to be minimal, although security remains a pressing concern for educational institutions in Nigeria. The study emphasizes the necessity of targeted marketing strategies, digital engagement, and quality assurance to attract students to private universities.
The research provides valuable insights for university administrators and policymakers and opens avenues for further investigation into the dynamics of private education in various cultural contexts.
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Reported by Aishatu Munnauwarah Yahya