Abstract
This study explored and tested factors affecting the perceived quality of international sports education provisions in the context of a Chinese sports university. Based on a comprehensive literature review, on-site observations, interviews with students and administrators, and a test of content validity by a panel of experts, a questionnaire was developed and administered to 61 international students attending a sports university in China. An exploratory factor analysis produced five factors related to perceived program quality, with 22 items retained (i.e., leaning environment, service orientation, administrative professionalism, content assurance, and academic growth). Hierarchical regression analyses revealed that these program quality factors positively (p < .05) predicted student perceptions, satisfaction, and behavioral intentions toward the international program. The partial mediating role of satisfaction for the relationships between the program service quality factors and behavioral intention was supported. Discussions are focused on the practical implications for marketing practitioners.
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This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
DOI
10.20429/jamt.2012.030202
Publication Date
12-2012
Recommended Citation
Mao, Luke Lunhua, and Zhang, James (2012). Exploring the factors affecting the perceived program quality of international sports education programs: The case of a Chinese Sports University. Journal of Applied Marketing Theory, 3(2), 14-35. ISSN: 2151-3236. https://digitalcommons.georgiasouthern.edu/jamt/vol3/iss2/2