The determinants of recommendation intention and student satisfaction in private higher institutions: Empirical evidence from Kazakhstan
Kairat K. Lee S.J. Jang J.M.
2024Routledge
Journal of Marketing for Higher Education
2024
Student satisfaction and loyalty are crucial metrics for assessing the quality of education in universities. Despite their importance, these aspects have received limited attention within the private higher education sector in Kazakhstan. Our study addresses this gap by applying customer satisfaction models to identify the critical factors influencing student satisfaction at a leading Kazakhstani private university. We developed a comprehensive research framework that includes the universitys institutional capabilities, the social environment, and students’ perceptions of the universitys ethos. A survey conducted with 129 undergraduate students revealed that institutional capabilities and students’ perceptions of the universitys ethos play a pivotal role in fostering satisfaction, which, in turn, enhances their likelihood to recommend the institution. Our research offers valuable insights and a strategic framework for private universities in Kazakhstan to improve their educational services, thereby increasing student satisfaction, loyalty, and ensuring the institutions long-term success.
higher education quality , private higher education in Kazakhstan , student loyalty , student satisfaction
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China Business Development Group, PwC Kazakhstan, Almaty, Kazakhstan
College of Humanities and Education, KIMEP University, Almaty, Kazakhstan
College of Business, Arts and Social Sciences, Brunel University London, London, United Kingdom
China Business Development Group
College of Humanities and Education
College of Business
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Книга Публикация научной статьи Волощук 2026 Book Publication of a scientific article 2026