How Administrators Can Influence Student University Selection Criteria

Five main stages generally make up the decision-making processes of transnational students as they select a university. These stages involve problem recognition, search behaviour, evaluative criteria, and purchase and post-purchase evaluation. This article investigates the decision-making processes of international students, particularly selection criteria, relative to attending an overseas university. The study upon which it is based revealed that while many variables such as course offerings, facilities, distance, and fees are important, the major force behind selection criteria is word-of-mouth communication. The research, undertaken with approximately 400 students enrolled in Southeast Asian programmes offered by an Australian university in Singapore, Malaysia, and Hong Kong, and with transnational students studying in Australia, is described. Strategy options are suggested by which business faculties can take advantage of word-of-mouth communication to enhance transnational offerings.