Toward Sustainable Overseas Mobility of Vietnamese Students: Understanding Determinants of Attitudinal and Behavioral Loyalty in Students of Higher Education

Article


Lai, Sue Ling, Pham, Hiep-Hung, Nguyen, Hong-Kong To, Nguyen, The-Cuong and Le, Anh-Vinh. 2019. "Toward Sustainable Overseas Mobility of Vietnamese Students: Understanding Determinants of Attitudinal and Behavioral Loyalty in Students of Higher Education." Sustainability. 11 (2), pp. 1-17. https://doi.org/10.3390/su11020383
Article Title

Toward Sustainable Overseas Mobility of Vietnamese Students: Understanding Determinants of Attitudinal and Behavioral Loyalty in Students of Higher Education

ERA Journal ID41498
Article CategoryArticle
AuthorsLai, Sue Ling (Author), Pham, Hiep-Hung (Author), Nguyen, Hong-Kong To (Author), Nguyen, The-Cuong (Author) and Le, Anh-Vinh (Author)
Journal TitleSustainability
Journal Citation11 (2), pp. 1-17
Article Number383
Number of Pages17
Year2019
PublisherMDPI AG
Place of PublicationSwitzerland
ISSN2071-1050
Digital Object Identifier (DOI)https://doi.org/10.3390/su11020383
Web Address (URL)https://www.mdpi.com/2071-1050/11/2/383
Abstract

Research on internationalization in higher education has not shed enough light on how cross-border student mobility might contribute to the issue of sustainability. Given that a sustainable movement of loyal international students could help sustain the financial income, ranking, and prospective human resources of the host universities and countries, this study aims to investigate the mechanisms that lead to such loyalty. Specifically, this study adds to the literature by examining how switching cost interacts with disconfirmation and satisfaction in generating attitudinal and behavioral loyalty among international students. The study, surveying 410 Vietnamese students who are studying at either at the undergraduate or graduate level in 15 countries across the globe, first adopts confirmatory factor analysis (CFA) using software SAS 9.3 to evaluate if multiple fit indices, the standardized factor loading, and the average variance extracted scores are satisfactory. It then employs the Structural Equation Model (SEM) to test five hypotheses concerning the interaction between disconfirmation and satisfaction as well as among satisfaction, switching cost and behavioral/attitudinal loyalty. The results find that disconfirmation has both direct and indirect impact, while satisfaction only has a direct impact on attitudinal loyalty. Meanwhile, switching cost is found to have a direct impact on behavioral loyalty, but not on attitudinal loyalty. Based on these findings, the study proposes some theoretical and managerial implications for sustainability in general and sustainability of higher education in particular as well as direction for future studies.

Keywordsinternational student; higher education; sustainability; student loyalty; Vietnam
ANZSRC Field of Research 2020390303. Higher education
Byline AffiliationsChinese Culture University, Taiwan
Phu Xuan University, Vietnam
School of Management and Marketing
Vietnam National Institute of Educational Science, Vietnam
Institution of OriginUniversity of Southern Queensland
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