Browsing Chester Business School by Subjects
Now showing items 1-2 of 2
A study into the factors influencing the choice-making process of Indian students when selecting an international university for graduate studies using grounded theoryUniversities operate in an increasingly competitive market place facing new and complex socio-technical and economical challenges. For many universities international student recruitment is desirable and necessary for survival. Universities knowledge in this area is often an imperfect tool as the changing environment and diversity of cultures with which it must interact challenge previous assumptions and common wisdom. The overall goal of this study is to identify those factors responsible for influencing Indian students’ choice of international university for graduate studies. The results are based on a longitudinal study that was carried out using the Grounded Theory research method. This qualitative methodology provides a good framework for rigorous and relevant research of emerging phenomena in student mobility. Primary data consisted of unstructured interviews, focus groups and questionnaire surveys among participants of the sample population. The literature was used as a source of secondary data. A narrative style and thick description were used to report the research findings. Four major influencers emerged from the analysis, which are referred to as programme content, international reputation, funding and job prospects and quality. Drawing together these findings the study examines the implications for recruiting graduate students from India and reveals that there are a number of ways in which the university can influence the choice-making process. The results clearly provide a sound basis for future study.
Through the looking glass: the factors that influence consumer trust and distrust in brandsThis paper aims to identify the factors responsible for creating brand trust and brand distrust among consumers. It uses a grounded theory approach to guide the conduct and analysis of 20 semi-structured interviews that yielded 120 descriptions of consumer-brand interactions. The 3 stage model that emerged shows a process whereby consumers prioritize product/service quality information and subsequently consider how the company behind the brand behaves towards consumers in the name of the brand, specifically behaviors signalling its integrity and benevolence. Finally, consumers consider characteristics of the company behind the brand (e.g. its financial status) and how it behaves in its own name towards other stakeholder groups (e.g. employees). The process for distrust mirrors that for trust, implying the two are polar opposites. The data also show that trust and distrust in a brand can co-exist but within separate domains.