Factors influencing selection of higher learning institutes: An empirical investigation in Bangladesh

The aim of this paper is to assess the factors that play a significant role while selecting learning institutions service providers. Survey instruments employed on Bangladesh students included demographic background, financial issues, university teaching quality, university facilities, marketing friends and family influence. Data were collected from the students of different institutions in major cities in Bangladesh. This research has applied exploratory factor analysis, confirmatory factor analysis and structural equation modeling for testing the hypotheses. The results reveal that teaching quality in a university is the most important factor. It is hoped that the findings of this study will assist higher learning institutions of Bangladesh to produce and promote buffer education. The findings may also assist vice-chancellors and chairman to make more quality decisions utilize resources more efficiently, thus making changes as to crucial quality attributes of students expectations. Keywords: higher learning institution; teaching quality; marketing; Bangladesh