Abstract—Given an intense competition in international
education business these days, understanding the factors
influencing Chinese students’ satisfaction could facilitate Thai
education providers and the government to improve and
develop their programs to better satisfy potential Chinese
customers in order to attract more Chinese students to
Thailand. Therefore, the main objectives of this study were (1)
to realize influential factors that have positive effect on
Chinese students’ satisfaction toward Thai higher education, (2)
to examine level of Chinese students’ satisfaction toward Thai
higher education, and (3) to provide recommendations for both
Thai higher education institutions and the government. This
study is quantitative research using satisfaction questionnaire
as a tool to collect primary data, from the sample size of 215
Chinese students studying in universities in Bangkok. Seven
key factors were comprised and formulated as a conceptual
model tested in this study. Data analysis and hypothesis testing
were performed by using Pearson’s product moment
correlation and multiple regressions. The findings indicated
that only four factors have significant positive influence on
overall Chinese students’ satisfaction toward Thai higher
education. These four factors are education, safety, image and
prestige of institution, and student’s preparation before going
abroad. The multiple regression models with these four factors
could predict 60.8% of the variance in the overall student
satisfaction.
Index Terms—Chinese, factors, influencing, satisfaction,
Thai, universities.
The authors are with Chulalongkorn Business School, Chulalongkorn
University, Thailand (e-mail: ms_paweena@hotmail.com,
chenin.c@chula.ac.th, athapol@cbs.chula.ac.th).
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Cite:Paweena Songsathaphorn, Chenin Chen, and Athapol Ruangkanjanases, "A Study of Factors Influencing Chinese Students’
Satisfaction toward Thai Universities," Journal of Economics, Business and Management vol. 2, no. 2, pp. 105-111, 2014.