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The importance of higher education services as a new source of income has
intensified the effort not only by the developed nations but the developing countries
alike, to offer their services to the international students. Most countries recognize
that maintaining quality education is crucial as to ensure the long term
competitiveness. Quality education signifies a very broad definition and it is vital for
each country to correctly identify the factors that really attract international students
to pursue their studies in particular places. With regard to the issue, this study
attempts to identify the possible factors that may influence the decision making of
international student when choosing higher education destination. In order to arrive at
the result, we carry out the study by determining the factors that significantly
influence the international students to recommend Universiti Utara Malaysia (UUM)
to their friends in their home country. The study is conducted using a sample of 300
international students. The factor analysis and a regression using the logit model are
used. The finding suggests that excellent services, pleasant social environment, first
class physical infrastructure and high quality of lecturers matter.
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