The role of reputation in higher education choices: a case of Australian education in Malaysia and Singapore

Abstract

The international education environment has undergone a significant shift over the past few decades, resulting in a change of competitive behaviour in the sector. Education per se has evolved from a public-interest-driven and inward-focused industry to an internationalised sector with strong commercial drivers. In recent years this has translated in predominantly Western and English language-based education (as in the UK, the US and Australia) having established a distinctly perceived strength in Asian markets. At the same time, a number of Asian locations (such as Singapore, Kuala Lumpur and Hong Kong) strive to establish centres of international education excellence. Three hundred and forty-four Malaysian and Singaporean students were selected at random and interviewed regarding the importance of reputation-related variables when choosing an institution of higher education. This paper considers the decision indicators of an Australian university through partner institutions in Malaysia and Singapore with a particular focus on the reputation-related variables in the selection process. The study revealed that both Malaysian and Singaporean students overall have similar considerations for aspects of reputation that are deemed important and less important. This confirms that students studying in this part of Asia have similar needs with regard to the reputation construct that was measured in this study. Decision makers at institutions of higher education in this part of the continent can thus assume that students are to a certain extent in agreement with what they demand from institutions of higher education. These institutions can thus put measures in place to ensure that they maintain a competitive advantage by offering courses with features that exceed expectations.