Country Image and Service Quality of the Higher Education Industry-Chinese Students' Enrollment in an Offshore Program

摘要

The higher education industry is traditionally viewed as a service industry. Exporting higher education to emerging economies such as China is becoming increasingly important for traditional education-exporting countries such as Australia, the UK and the USA. This study examines the relationship between country image and perceptions of higher education quality as well as their effects on Chinese students' program evaluations and enrollment intentions.