The influence of environment & location, personal motivation, and fee & price on satisfaction, attituding and behavioural loyalty among international students in Oman

This study explores several key aspects: (1) the impact of factors such as the environment, location of higher education institutions, personal motivation, fees, and pricing on student satisfaction; (2) the influence of these factors on students' perceptions of learning, as well as their satisfaction and loyalty; and (3) whether international student satisfaction mediates the relationships between the environment, location of higher education, personal motivation, fees, pricing, and their attitudinal and behavioral loyalties. Data were collected from international students at 27 private higher education institutions (HEIs) in Oman between June and July 2023. The students were contacted via email by their respective HEIs. Out of the 479 questionnaires that were sent, 513 were returned, resulting in a response rate of 72.31%. This sample size is in line with the scientific guideline for determining sample size for research studies that involve international students in Omani private HEIs. The data underwent regression analysis using expectancy motivation theory (EMT). The study results indicate significant relationships between environment and location of higher education, personal motivation, fees and prices, and international student satisfaction. First, the model of this study was validated according to sample data collected from only private Omani HEIs. Second, the data of this study was collected from only international students who were enrolled in different faculties. While the study offers important contributions, by proposes a broad theoretical framework that significantly provides a complete vision of the predictors and outcomes of international student satisfaction, attitudinal loyalty, and behavioral loyalty in the higher education context. Finally, a future study via qualitative method would provide more in-depth explanation on the relationship between environment & location of HE, personal motivation, and fee & price integrate with and shape their international student satisfaction, attitudinal loyalty, and behavioral loyalty in HEIs environment. The primary focus of this study is "access," which has significant implications for the marketing strategies of institutions. This study is believed to be the first of its kind conducted among consumers of higher education services.