Abstract
The observation of bachelor's degree students in higher education is essential for improving the quality of education services. Each student's journey begins before entrance or study in the university, belongs to the study and after graduate university. This research aims to find the factors that affect the learning of bachelor's degree students. Five aspects of (1) awareness, (2) consideration, (3) purchase, (4) retention and (5) advocacy. All factors were created based on the customer journey and applied to the student journey. There are four factors: awareness, consideration, purchase, and retention, which are independent variables.
Meanwhile, advocacy factors are the dependent variable. Awareness is defined as getting information about the course. Consideration is defined as considering courses and making a decision to choose a course. Purchase is defined as the student making the decision to take the step to study at a university. Retention is defined as the student learning and getting the experience to belong to the period of study. Finally, advocacy is defined as the students who tell or recommend that course to others. All of the respondents are bachelor's degree students. The total number of respondents is four hundred students. Randomly chosen participants were used in this research. Structural equation modelling was employed to analyze the relationships between the factors and their impact on the student journey. The model's results show that awareness, consideration, purchase, and retention strongly affect advocacy. These results suggest supporting the students before and after graduation.
Author Information
Ponnapa Musikapun, Naresuan University, Thailand
Thanunya Jhaichun, Narasuan University, Thailand
Kulpriya Kummueang, Naresuan University, Thailand
Areeya Khwan-ngeon, Naresuan University, Thailand
Panatda Thinthan, Naresuan University, Thailand
Pattharawadee Soithong, Naresuan University, Thailand
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