2008 International Student

Experience Survey

MGMT 510/MIM 535

Global Market Research

Our Team

Joel Alley

Kapil Desai

Ryan Felsheim

Jeffrey Goddard

Aaron Lisle

Ali Malak

Jeffrey Rourke

Kristine Sarreal

Damanbir Singh

Agenda

• Introduction• Section I: Situational Assessment

– Responder Analysis– Content Analysis– COO Analysis

• Section II: Admissions Performance• Section III: ISSS Performance• Section IV: PSU Overall Performance

Study Purpose

• Admissions–Evaluate recruiting process and marketing material–Involvement in decision making process–Other universities applied to–What is behind the decision not to come to PSU once accepted–Service quality perceptions and satisfaction with international admissions process

Study Purpose

• International Student Services and Scholarship– Degree ISSS impact international student

retention– ISSS services utilized– Transferring students– Perception of ISSS service quality

Study Design

• First Stage: Exploratory

• Preliminary research• Interviews

• Second Stage: Pre-test

• Final Stage: Survey and analysis of results

Enrollment

Are you currently enrolled at PSU?

Overwhelming majority of respondents are current PSU students

Reasons for Non-Enrollment

Other School Choices

Arizona State UniversityUniversity of Maryland-College ParkLouisiana Tech UniversityUniversity of North Carolina-CharlotteUniversity of UtahSeattle UniversityUniversity of ToledoUniversity of Texas at San AntonioKansai GaidaiLulea university of technology San Jose State University

Intention to Complete Studies at PSU

Do you intend to complete you studies at PSU?

Majority of students intend to complete their studies here

Transfer

• East Coast• Back home; was only here for an Exchange Program• Back home; Waseda University• University of Minnesota, Twin Cities• Western Washington University• A better college that’s worth the money I’m

spending; UC Irvine or UC Berkley

Responder Analysis

Responder Analysis

The term responder analysis here refers to the characteristics of the respondents or students who took the survey like sex, nationality, age, academic level, school they are enrolled in etc.

Responder Analysis

Who responded by country?

195 responses, 63 missing, biggest country represented: Saudi Arabia.

Responder Analysis

Is sample representative of nationalities?

There is no significant difference between students who responded and the larger population in terms of nationalities represented

Responder Analysis

Is sample representative of academic levels?

There is no significant difference between students who responded to the survey and those in PSU in academic levels (grad/undergrad)

Responder Analysis

Gender

Majority of respondents were male

Responder Analysis

Majority of respondents 18-24 years old

Age

Responder Analysis

Majority of undergrad students from Saudi Arabia, China, JapanMajority of grad students from India, China, Thailand

Responder AnalysisSchools/Colleges

Majority of students in SBA, Engineering, Liberal arts schools.

Responder Analysis

Marketing Communication

Content Analysis & Feedback

Content Analysis: Web

Dominant Message:

Basic description of the campus

• 3 references to school size (enrollment)

• 3 references to international student population

• 3 references to urban location

Content Analysis:Printed Materials

Dominant Messages:

• Portland and surrounding area

• Programs and accolades

Weaker Messages:

• Visa & Immigration

• Facilities

Involvement in Decision Making

Who was involved in helping you make the decision to come to PSU?

Information Source and Decision

Which of these information sources was the most important to you in your decision to come to PSU?

Reason forChoosing PSU

Recommendations: Website is being underutilized Website is cited as the most important source of

information for students considering PSU Google web search optimization (AdWords strategy)

Specific Content Website should have more information about academic

programs and other opportunities

Content for Portland & Region and Advising and Assistance seems appropriate

Eliminate discussion of language requirements; may send wrong message

Content Analysis: Web

Content Analysis: Printed Materials

Dominant Messages PSU has a excellent location in the city of the Portland the

surrounding area. PSU has received accolades for it’s strong programs & faculty

Recommendations: Continue to focus on programs offered and academics

Continue to emphasize location and regional attributes

Reevaluate spending for marketing materials (less print more web)

COO Analysis

COO Analysis

Service Quality Measures:1. Reliability (performing the promised service dependably and accurately)2. Assurance (knowledge and courtesy of the employees and their ability to convey

trust and confidence)3. Tangibles (physical facilities, personnel, website)4. Empathy (caring, individual attention the firm provides its customer)5. Responsiveness (willingness to help customers and provide prompt service)

Means analysis:Compare the means of the variables across countries to see if there is a significant

effect to the country of origin, and from last year’s survey results to this year’s

COO Analysis

Admissions Service Quality

Significant effects of Country of Origin on perception of admissions reliability and responsiveness.

COO Analysis

ISSS Service Quality:No significant effects of country of origin on the perception of service quality for ISSS

Japanese students:Tried to identify why Japanese students are unhappy with admissions, and the

responses indicate that they are actually unhappy with ISSS“Insurance process and information providing is extremely slow and disorganized. The

most need for the insurance for international students is the daily care (flu, cold, allergy,; etc) …”

“Set up fast rules that any employee at International Student Service will lose the job if he or she don't meet students' expectations. Then they will start paying attention seriously, and WILLINGLY, PROACTIVELY and ACTIVELY…”

COO Analysis

Quality perception:Q46: Overall, I feel like I have received a high quality education at PSU

• No significant COO effects on quality• Means for quality increased from last year

COO Analysis

Value perception:Q47: My education at PSU has been a good value for the money

• No significant COO effects on value perception• Means for value increased from last year

COO Analysis

Satisfaction:Q48: How satisfied with the PSU experience overall?

• No significant COO effects on satisfaction• Means for satisfaction decreased from last year

Net Promoters and Detractors

Q49: Based on your experience in general, would you recommend this university to family, friends, or colleagues?

• This is a measure of loyalty which influences buying decisions• No significant COO effects on willingness to recommend means

1 2 3 4 5 6Definitely Would Not Recommend

Highly Unlikely to Recommend

Somewhat Unlikely to Recommend

Somewhat Likely to Recommend

Highly Likely to Recommend

Definitely Would Recommend

Detractors Passive Promoters

COO Analysis

Promoters vs. detractors (by country)

• No promoters from Japan• Biggest percentage of detractors from India

Net Promoters & Detractors

Last three years:

• Promoters increased from last year by 2%• Detractors decreased from last year by 11%• Indifference increased from last year by 10%

Net Promoters & Detractors

• Focus on why Japanese and Indian students are unhappy with PSU

• This measure is very important because we’ve identified that recommendation of friends and family is what brought about half of international students here (47 %)

Admissions Performance

Admissions Staff Reliability

… the core of any service, reflecting an organization’s ability to deliver on their service promise.

PSU Admissions was faster at processing my I-20 form than other Universities I applied to.

PSU Admissions staff understood the international student application process

When the Admissions staff promised to do something by a certain time, they did so.

The PSU Admissions office performs services right the first time.

Admissions Tangibles

… the physical manifestations of an intangible service

• The PSU Admissions website is easy to use.

• The PSU Admissions website provided all the relevant information necessary to complete the application process.

Admissions Staff Assurance

… a willingness to trust service employees based on demonstrated competence and courtesy

• The PSU Admissions staff has the knowledge to answer my questions.

• PSU Admissions staff are consistently friendly and polite.

Admissions Staff Empathy

… Caring and individual attention, ensuring personal needs are understood and met.

I received individualized attention from the staff working in the PSU Admissions office.

The PSU Admissions staff understood my specific needs.

Admissions Staff Responsiveness

… providing prompt service to individual needs

• Employees in the PSU Admissions Office are always willing to help

• The PSU Admissions staff gives prompt service.

0 1 2 3 4 5 6

ADMSAT

0

20

40

60

80

Fre

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en

cy

Mean = 3.94Std. Dev. = 0.992N = 172

ADMSAT

Admissions Satisfaction

A large majority (75.4%) answered that they were Somewhat Satisfied or Extremely Satisfied.

Only 10.4% answered that they were Somewhat Dissatisfied or Extremely Dissatisfied.

Admissions Satisfaction: Predictive Findings

Admissions Satisfaction

(R2 - .68)

ADMResponsive

Admissions Reliability, Empathy, and Admissions Satisfaction:

The two significant predictors are Reliability and Empathy, with the most significant factor being Reliability:

• ADM Reliable B=.55

• ADM Empathy B=.186

This is a very strong predictor with over half of the Satisfaction attribute affected. (R2 = .68)

ADMReliable

COOCODE

n.s.

B = .55 (p = .000)

B = .186 (p = .045)

ADMTangible

ADMEmpathy

ADMAssure

n.s.

n.s.n.s.

ISSS Performance

ISSS Services Utilized

Q28 - The following is a list of services provided by the PSU International Student Services Office. Which service is the single most important student service you have used?

How to Improve ISSS

• Customer Service – 28.57%• Satisfaction – 16.67%• Satisfaction, but… – 6%• Health Insurance – 9.5%• Response & Communication – 8.3%• Job Search – 7.14%• Satisfaction, but… – 6%• Office/office hours – 6%• Web – 6%• Other – 11.9%

How to Improve ISSSCategory Description Occurrences PercentageSatisfaction Thanks, they are good and work excellent,

doing a great job, satisfied 14 16.67%

Satisfaction, but…

More staff, slow response to health insurance enquiry, remind students about status, too busy so come off as “cold”

5 6%

Health Insurance

Horrible bureaucracy, response failure by specialist, keep students better informed, no response

8 9.5%

Customer Service

Fire employee, do job faster, more staff, friendlier, understand students needs, understand student problems, more individualized/flexible service, understand international students have no support system when they get here, improve IELP education

24 28.57%

How to Improve ISSSCategory Description Occurrences Percentage

Office/office hours

Flexible office hours, more office hours, more advisors, good environment for making friends and studying

5 6%

Response & Communication

Faster response to urgent issues, improve cultural communication, updated information, special leaflet with administration, information regarding student visa process

7 8.3%

Web Post counselors office hours, create online forum, online system for submitting application, provide clear information on the website, improve website

5 6%

How to Improve ISSS

Category Description Occurrences Percentage

Job Search Workshop for graduating international students, information regarding job opportunities, internships, network for career services, employment during OPT

6 7.14%

Other Housing, PSU faculty, finishing requirements, remove conditional admit policy, department, I’D BE HAPPIER WITH A BIKE & A SCALE

10 11.9%

ISSS Mentoring

Q37 – Did you sign up for International Student Mentoring Program (ISMP) during your first term at PSU?

ISSS Mentoring

• Q38 – Do you have any feedback regarding whether your mentoring experience was helpful. How could it have been improved.

• Content Analysis□ Helpful – 5□ Good, but needs more structured content - 1□ It is very helpful to learn about US education system - 1

□ Nothing should be improved – 1

□ Not Helpful/useless - 2□ Mentor never showed, then the next mentor was terrible - 1□ Have a mentor, but “we” aren’t sure what to do - 1

□ No comment/feedback - 3

ISSS Servqual: COO

• No COO effects.

• Perceptions of service quality: Reliability, Assurance, Responsiveness, Tangibles or Empathy are not influenced by student country of origin.

ISSS Staff Reliability

• ISSS’s ability to perform the promised service dependably and accurately

• Q 31 - When the staff at the ISS Office promise to do something by a certain time, they do so.

• Q 32 - The ISSS Office does a good job communicating with me.

ISSS Staff Assurance

• Knowledge and courtesy of ISSS employees and their ability to convey trust and confidence

• Q 35 - The people who work in the ISSS Office always know how to resolve my problems.

• Q 33 - The staff that works for PSU’s International Student Services are consistently friendly and polite.

ISSS Staff Responsiveness

• ISSS’s willingness to help customers and provide prompt service

• Q 30 – The staff at ISSS shows a lot of interest in solving my problems.

ISSS Staff Empathy

• The caring, individualized attention ISSS provides its customers

• Q 34 - ISSS seems to have been designed, based on a clear understanding of my specific needs and requirements.

• Q 36 - The staff in the ISSS Office provide individualized attention.

ISSS Webpage Visits

Q 39 - Have you ever visited the ISSS webpage?

ISSS Service Tangibles

• ISSS’s webpage ease of use and information provided

• Q 40 - The PSU International Student Services webpage is easy to use.

• Q 41 - The International Student Services webpage provides all the information I need.

ISSS Satisfaction• 50.3% - Somewhat

Satisfied. • 24% - Extremely Satisfied • 12.3% - Somewhat or

Extremely Dissatisfied.

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ISSSAT

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Mean = 3.82Std. Dev. = 1.008N = 171

ISSSAT

• Q 42 – How satisfied are you with PSU’s International Student Services performance?

Predictors of Satisfaction

Non-significant Significant• Adm. Reliability• Adm. Responsiveness• Adm. Tangible• Adm. Assurance• Adm. Empathy• Adm. Satisfaction• ISSS Reliability• ISSS Responsiveness• ISSS Tangible• ISSS Assurance• ISSS Empathy

• ISSS Satisfaction (explains 50% of the variance)

Willingness to Recommend

ISSS Outcome Analysis

SatisfactionWithISSS

(R2 = .748)

ISSSAssurance

ISSS Reliability

ISSS Responsiveness

ISSS Empathy

n.s.

B = .474 (p = .000)

B = .197 (p = .001)

B = .217 (p = .048)

ISSSTangibility

n.s.

• Predictors:•ISSS Reliability•ISSS Assurance•ISSS Tangibility•ISSS Empathy•ISSS Responsiveness

•Dependent Variable:•ISSS Satisfaction

•Significant Predictors:•Reliability•Assurance•Tangibility

•Non-significant Predictors:•Empathy•Responsiveness

ISSS Outcome Analysis• Significance

• Highly significant• Reliability = .000 • Tangibility = .001

• Significant• Assurance = .048

• Beta Weights – how important the variable is explaining dependent variable• Reliability = .474 • Assurance = .217 • Tangibility = .197

• Reliability, Assurance, Tangibility contribute to 74.8% of the variance of this analysis

SatisfactionWithISSS

(R2 = .748)

ISSSAssurance

ISSS Reliability

ISSS Responsiveness

ISSS Empathy

n.s.

B = .474 (p = .000)

B = .197 (p = .001)

B = .217 (p = .048)

ISSSTangibility

n.s.

ISSS Outcome Recommendations

• Reliability• Dependability and accuracy• Do what you say you are going to do

• Assurance• Knowledge, courtesy, trust, and confidence• Once you’ve done something, let them know

• Tangibility• Post more information on the webpage• Increase ease of use• Opportunity to move some things from counselors to the web

Overall PSU Performance

PSUPSU

Willingness to recommend

PSU?(R2 = .654)

PSU Satisfaction

(R2=.249)

Quality

Value(R2 = .207)ISSS

Satisfaction

Admissions Satisfaction

B=.259 (p =.001)

B=.754 (p =.000)n.s.

n.s.

n.s.

B=.492(p =.000)

B=.412 (p =.000)

B=.170 (p =.100)

n.s.

Willingness to Recommend

Conclusions

Admissions– Reevaluate spending for print materials and college fairs – Make better use of the website and optimize Google word search– Family and friends involved in decision but 47% made decision alone; target appropriately – Useful list of competing universities– Decision not to come: 43% financial reasons & 29% went elsewhere – 75.4% somewhat satisfied or extremely satisfied – 10.4% somewhat dissatisfied or extremely dissatisfied

ConclusionsInternational Student and Scholar Services

– 78.5 % intend to complete degree at PSU– ISSS services utilized: -- Immigration and Visa: 51.4%

-- Healthcare and Insurance: 31.3%

-- Working on/off campus: 23.4%

-- Library services: 19.6%8 students intend to transfer– 74.3% somewhat satisfied or extremely satisfied – 12.3% somewhat dissatisfied or extremely dissatisfied