Association of Marketing Theory and Practice Proceedings 2011


Exploring the Factors Affecting the Perceived Program Quality of International Sports Education Programs

Document Type

Conference Proceeding

Conference Track

Service Marketing/ Non-Profit Marketing/ Ethics

Publication Date



With the growing trend of internationalized higher education, sports education programs in Chinese universities and colleges have also gradually reached a global market and become an inseparable element of the international education industry. Program quality is a central issue related to recruiting and retaining international students, the image of the educational institution, and even the reputation of higher education of the host nation. 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 international students (N = 61) attending a sports university in China. A factor analysis with principal component extraction and varimax rotation 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.

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Digital Commons@Georgia Southern License

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