Abstract:
This study sheds light on a new category of students in higher
education marketing literature – namely, occupational followers.
We draw on expectancy-value theory, occupational following
theory, and consumer buying behaviour premises to develop and
empirically test a model for university choice decision. Data was
collected from 367 prospective university students divided into
two groups: occupational followers and non-occupational
followers. Data was analysed using structural equation modelling.
Results indicate that staff–new student online interactions are a
key driver of new student satisfaction with online subject taster
programs. The study provides empirical support for the direct
effect of student satisfaction in shaping students’ extra-role
behaviour and university brand preference. Specifically,
occupational following moderates the relationship between
brand preference and university decision as well as the
relationship between extra-role behaviour and university decision.
