1. education

International Journal of Business and Behavioral Sciences
Vol. 2, No.8; August 2012
How to Combat Attrition? Case Study on a Malaysian Educational Institution
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Normala S. Govindarajo , & *Dileep Kumar M.
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Research Scholar Othman Yeop Abdullah Graduate School of Business. Professor Othman Yeop Abdullah
Graduate School of Business, Universiti Utara Malaysia.
1
,
*dileep@uum.edu.my
Introduction
The study of factors that influence the retention, and to a lesser, extent, academic performance, of students in
higher education has a long history. Attrition of students is a factor of concern to all institutions across the
globe due to the changes associated with globalization of education and varied indigenous factors that varied
from country to country. Lenning (1980) reports that it is not uncommon for colleges and universities to
experience attrition rates ranging from twenty-five percent to sixty-five percent of their freshman classes. In
recent years public, private, two-year, and four-year institutions have uniformly expressed interest in reducing
their dropout rates (Stadtman, 1980). The general reason indicates by other researchers are academic
performance, academic integration, including student development and willingness to discuss learning tasks
with academic staff or other students, social comfort and involvement, academic and psychological readiness
and work commitments which indirectly reflect to financial need. Attrition not only happening in the early
nd
year, year 2 and final year attrition which always link back to the quality of interaction with academic and
administrative staff, feedback processes, teaching quality, course advice and university policies and facilities.
st
st
Comparing to 1 and later year, 1 year more in personal factors such as student inability to integrate into
university social or academic systems, lack of goal commitment or lack of academic preparation. Due to
economic situations and increased of competition attrition become a main issue in almost all the private
institutions today. Student perception, repetitiveness of study, personal development opportunities, degree
practical value, an opportunity cost of study, institutional quality, communication about requirements, fairness
of treatment, helpfulness of advice, participation in decision-making, as well as student grade point average,
major or subject, goal commitment, staff and student relationships, work commitments, housing, enrollment
in campus activities etc have developed such a scenario, where the higher education institutions find it difficult
to survive in the competitive market. A case studies carry out to investigate the impact of attrition towards the
one of the major university campuses located Selangor, Malaysia. Due to ensure the confidentiality the name
of the institution has changed, so that the information’s indicated do not affect the reputation of the
institution and further same scenario can be cross checked with other institutions.
Review of Literature
A literature survey has been conducted to provide a fundamental base on the problem selected for the study.
A study of Sohail, Rajadurai, Rahman, (2003) indicates that highly satisfied customers (students) are expected
to spread a positive word of mouth about the institutions, thus attracting new applicants with lower marketing
costs. In Malaysia, both private and public institutions of higher learning strive to provide quality services to its
students in order to develop and maintain their reputation. To gain competitive advantages, efforts to adopt
the quality management system philosophy are fast spreading within higher education institutions (HEIs) in
Malaysia. Due to rapid competition in the service industry have made many organizations concentrate on
meeting their stakeholders’ needs (Zammuto et al., 1996). This means, Universities should make similar
approach as their survival, grow and prosperity is determined by students’ satisfaction. Service quality in the
field of higher education as “the difference between student expectation and perception against actual their
actual experience. Alridge and Rowley (2001) in particular suggested that the perceived service quality of
students is an antecedent to student satisfaction. According to Gruber, et al., (2010), if HEIs look at their
students and understand how they perceive the services provided, then they should be able to improvise the
quality of services provided better. According to Wiers et al., (2002), Higher education Institutions support
facilities are important in the students’ satisfaction assessment. As a result of highly competitive marketplace,
service quality and customer satisfaction became without any doubt the two basic concepts that are at the
core of the marketing theory and practice. It is said that the key to sustainable competitive advantage lays in
delivering high quality of service that in turn result to customer satisfaction (Gao & Wei, 2004). Carney (1994)
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International Journal of Business and Behavioral Sciences
Vol. 2, No.8; August 2012
Proposed comprehensive nineteen variables / attributes in studying a college's image i.e. student qualification
(academic), student qualities (personal), faculty-student interaction, quality instruction (faculty), variety of
courses, academic reputation, class size, career preparation, athletic programs, student activities (social life),
community service, facilities and equipment, location, physical appearance (campus), on campus residence,
friendly, caring atmosphere, religious atmosphere, safe campus, cost/financial aid. Although the variables
were developed under the context of college image, most of the variables noted are highly relevant to the
measurement of service quality.
Varied studies have given the philosophy behind these studies is to understand what relates to, or predict,
attrition or poor academic performance and to use this information to design appropriate interventions
(Caison, 2004-5; McKenzie & Schweitzer, 2001). A plethora of factors has been found to predict or influence
retention and performance, falling into a number of broad categories: student background and demographics,
prior educational achievement and level, psychosocial factors and approaches to study, and institutional and
course factors (see review in Scott & Smart, 2005; Wimshurst & Allard, 2008). However, factors found to be
predictive in some studies are not always predictive in others (DeBerard, Spielmans & Julka, 2004), due in part
to the ways in which different studies are designed. Indeed, even in the same study with the same
methodology, results for student cohorts sampled at different universities have differed (Vandamme, Meskens
& Superby, 2007) and in general the results of particular studies cannot be generalized to other environments
(Scott & Smart, 2005). A further issue is that academic performance and retention may inherently be different
in terms of how well they can be predicted. For example, DeBerard et al. (2004) were able to explain 56% of
the variance in academic achievement using a mixture of psychosocial and academic variables, but could not
find a statistical significant relationship with retention. Typically, quantitative models of attrition explained
less than a quarter of the variance in retention (Scott & Smart, 2005).
Gigi Foster in (2008) had summaries that attrition in tertiary education strongly link to two things to protect
the quality of the degree they awards: selection mechanisms operating during students’ tenure, and effective
teaching. The result on the researcher indicate that teachers vary widely in their influence on attrition and
performance, and that none is robustly effective in facilitating both the disproportionate out-selection of
students with poor initial preparation, and the disproportionate achievement of the group. A study conducted
by on attrition and retention by Lesley Wilcoxson and Monte Wynder (2010) have mention business students’
experience of university were correlated with data on intention to leave for two distinct major or career
grouping- students who had committed themselves to a career-related major, either accounting or marketing
and those who were enrolled in the generic Bachelor of Business. Findings by Lesley and Monte have indicated
differences in the attrition risk factors associated with each of the three majors. Lesley Wilcoxson, Julie and
Sally Joy (2011) carried out research on First year experience and the impact on attrition of student experience
throughout undergraduate degree studies in six diverse universities. The reasons of attrition are connect
strongly with the economic circumstances, increased competition and student diversity. The empirical
research finds that the factors correlated with intention to withdraw from university studies are differentiated
by year of study, and further differentiated by university attended. Caroline Park, Beth Perry and Margaret
Edwards (2011) writing a paper on minimizing attrition: strategies for assisting students who are at risk of
withdrawal. The team explored factors that influenced student’s decisions to withdraw. The findings focus on
strategies to return their studies. Rovai’s Composite Persistence Model and Harter and Szurminski’s Project
Assuring Student Success (PASS) programme are used as a framework for analysis and for generation of
recommended strategies.
Why retention fails: Trends
Kernerer, Baldridge, and Green (1982) identified important trends concerning strategies that are most
commonly pursued to reduce attrition. They found:
 Kernerer, Baldridge, and Green (1982) identified important trends concerning strategies that are most
commonly pursued to reduce attrition. They found:
 Given the broad spectrum of academic and student services identified in the literature that might
decrease attrition, only a handful had actually been tried by a significant number of institutions.
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International Journal of Business and Behavioral Sciences
Vol. 2, No.8; August 2012

Improved advising was clearly the approach most often utilized to increase retention but other
common efforts emphasized increasing remedial programs.
 Few institutions had attempted anything other than advising and a few curricular changes.
Most of the strategies employed by the colleges and universities had been judged ineffective in reducing
student attrition. Institutions focusing isolated retention activities on perceived single casual factors have
found that their efforts possess little magical influence on attrition. This type of ''hocus-~pocus without a
focus'' has yielded only limited success. (Jones, 1984).
Reasons why Colleges do not go for introspection
 A lack of awareness of the reasons why students leave a specific institution and what can be done to
help students stay in college and complete their educational objectives
 A lack of commitment/belief in the efficacy of a formal, well-defined, widely- communicated
retention program
 An unwillingness among top management to reorganize existing personnel and resources to more
effectively address the retention problem. Consequently, in order to develop a successful retention
program, an institution must first address these attitudes, organizational, and administrative barriers
before advancing to a service-delivery phase educational objectives (Jones, 1984)..
Formulate the problem
The researchers have taken up the case study of International University Malaysia (name has changed), at
Selangor, Malaysia. This case study carried out to investigate factors influencing the student attrition towards
the International University Malaysia, Selangor.
Statement of the Problem
Hence this case study identifies its topic of study as “ Student attrition and strategy: Case study of a Malaysian
Educational Institution”.
The attrition scenario of International University Selangor
Attrition in private education in the context of International University Malaysia, which become severe and
affecting the ratio of staff over students in the Institution. The ratio becomes important in the industry as the
downsizing or up sizing of the company is depend closely with the total population of the active students in the
campus. As lately after the takeover of International University Malaysia, Selangor by an international
institution, the attrition becomes important indication at daily and monthly report by the management team.
In continuing with this scenario, since there is more institution promoting and attracting the current students,
in general allover in Malaysia, the educational institutions become more competitive.
Year
% attrition /total
Total population
population
2012 half year
14.6%
4741
2011
7.2%
5098
2010
14.8%
5015
*Data compile from International University Malaysia records department (refer to raw data at appendix)
In any education industry attrition is the biggest problem which the management focus to find the best way to
minimizing attrition, finding the cause and strategies to control and minimizing their students to retention till
they graduate or further their studies up to postgraduate. Attrition is related to pre-mature withdrawal in
educating industry and its lead to drops of revenue. It is the general trend that every year the attrition rate
increases. Due to high competition between colleges and institutions and there many more institutions with
collaborations from abroad has come up, like a mushroom in Malaysia, institutions have to invest more energy
time and money to reach a profitable margin. Though the quality of education in our country has improved
drastically due to the internationalisation of education, on the other side, the cost of student recruiting has
mounted up like mountains. During the interview and discussion with students and fewest number of staff
have concluded many program winds up due to the status of the university have brought the larger impact as
the programs are the cash cow for the company. A number of the international students drop drastically due
to the University prestige name such as University of Hertfordshire, University of Bradford and Coventry
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International Journal of Business and Behavioral Sciences
Vol. 2, No.8; August 2012
University program which franchise in International University Malaysia has phased out due to the status have
changed from College to University. Looking to the positive side, as International University Malaysia has many
branches in Malaysia have minimize and absorb the problem by the other branch that still under college
status. The campus which absorbs student for franchise program for all business programs in Selangor campus
and on the other hand Penang campus for all Engineering programs.
Where the clear issues lie?
Many factors that pointed out here is to be considered as the ‘influential factors’ that lead to the present
attrition status of International University Selangor, Malaysia.
Factor increase of Attrition in International University Selangor
Elimination of the franchise program due to upgrading to university status
All franchise programs in International University Selangor are the cash cow for over years in Selangor campus
which offer by Hertfordshire University, Bradford University and Coventry University. Some feedback from
student indicates that the difficulties of passing from International University Selangor programs are much
higher compared to franchise program as the grading scheme are more exam orientated and traditional and
easy to be adopted by the student.
Increasing of another competitor in the country
During 2005, the government as declare to make Malaysia as Education hub. New institutions started like
mushroom after rain, which many institutions open in the shorted period of time and making the existence
very much competitive.
The ranking/ grading of the university
At the moment International University Selangor might be famous as location more than certificate delivery.
Talking more about ranking but they are still at tier 3 means average.
Unattractive scholarship offer
Due to the severe drop in the number of the student’s enrollment with scholarship, fund become less
attractive as their budget tied up by the management.
Negative perception on home grown program awards
Many students believe local certificate less value compares to an overseas certificate awarded by UK
universities or US Universities, when they approach to oversea employment opportunities.
Lecturer’s background not convincing to the student as less number of Doctorate and Professors
Due to the unattractive offers by the institution in term of pay checks, research consultancy and other
academic and professional growth support, hiring highly qualified teachers tend to be a Herculean task.
Remember, the ranking of universities having a direct relationship with teaching and research done by the
institution too.
Personal finance problem
In every institution financial problem is becoming common due the operational issues, general economic crisis,
and the impact and as the education became more expensive compare to 10 years ago. The education in
private universities and without scholarship became tougher for the parents to send their children to
university education.
Difficulty of passing exam paper
Examination is the normal obstacle need to be faced by all students but the guidance and motivation by
teaching body and supporting peer are important in helping the individual students. Some might because the
in experience lecturer for external paper give difficulties for below average students to pass.
Less entertainment on campus compares to city campus
Absolutely, the city campus is much entertaining for the new generation. Nonetheless taking parent
perspective into consideration, off-city campus is more focused and more educated orientated. What goes
wrong in this context may relate to students' interest also.
Environment, culture, food, weather
This context is related closely to international students. The international students look more into the facilities
provided by the campus. During the interview with international students it is reported that “if we spent
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International Journal of Business and Behavioral Sciences
Vol. 2, No.8; August 2012
money for education in an international campus, then we need to get all facilities in tune with the investment
made”. Adequate number of cafeteria, mess arrangements, for 24 hrs, bus facility to ‘pic and drop’,
communication facility, and safety and security.
Tuition fees increase
In International University Selangor, tuition fees become a frequent issue among students after it’s taken over
by another group. Tuition fee and other fees have been increasing annually. This has created difficulties among
students who have taken up educational loans. The increase of tuition is in the range of 20% has created
difficulties for the parents to fund the students which are beyond their affordable status.
Inconvenience of public transportation
As the total population is here around more than 5000 students and adding up with the surrounding local
people, who are working in the airport, factories and industry, has contributed high demand of public
transportation facilities.
Immigration policy on the new application and renewing VISA
Due to social problem in the country, the immigration has tied the new application and renewing of visa
compare to before. More and more students have to stop their studies due to rejection of visa application due
their poor academic performance and attendance in the class.
Dismissal due to poor academic
Dismissal is the most common reason in tertiary education but it contributes the lowest attrition. This is due to
the rule prevalent in the private education that allows students to transfer program, although they are
dismissed from the program and not from the institution.
Language difficulties
Constraint related to English is the language is too common in all universities and colleges, it is severe in
International University Selangor. It happens only in the beginning of the first of two semesters. But the
students usually take up their decision to drop from the program and institution, during first and second
semester itself, due to lack of support from the institution and mentorship.
Personal behavior and style of learning
It might be a cultural shock to most of the students of the style of teaching in the secondary and tertiary
education. There is no more spoon feeding or extra tuition facility for common subjects, extended by the
institution. The student had to go under severe stress and strain due to adjustment issues.
Expectation of students before and after
This issue is closely related to the marketing team of the institution. During promotion of the program the
marketing professional extends unrealistic promises to the student’s in order to meet their target. When the
students won't get the same facilities or the promises , it is quiet natural that the situation develops
dissatisfaction and disappointment not only to the students but also to the parents.
Changing of policy and program at the very last minutes
This situation is very much indigenous to International University Selangor. Due to the changes in the
management team and their expectation on how to run an educational institution as a profitable set up. With
the takeover of another group, the focus has changed to number and performance. This has developed a lot of
confusion and frustration among staff in the form of role conflict, role overloads, inadequacy of royal
authority, job requirement capability mismatch etc., by all staff. They are in confused mode ‘how to integrate
new funds to the students and parents ‘and make them adapt to new policies.
PTPTN- (Government study loan)
As today, education become more expensive to be affordable to majority lower class, lower middle class and
even middle class segment of the population. In addition to that to enter a local university becomes as
competitive as the government having a quota system to restrict the entry. Although the government has
proven fund for education called as PTPTN (Government student loan), the fund has not distributed based on
the quoted price at a private university, for instance given by fixed rate by level.
Issue related to Certificates
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The name carries out the class or sound of higher achiever to be University status in 2010. But with the rule
and guideline that the Education Ministry has given bring down International University Selangore as the most
profitable industry in education line, turned as difficult math. The program package is weaker compared to
before university status into place. Although, currently the product (Program) has been packaged to dual
certificate buy one free one concept. But at the end of delivery (graduation) the endorsement of the certificate
still no one and the one is International University Selangor certificate but not the partner university which just
illustration to attract enrollment. It brings a big impact to word of mouth have spread around and making the
situation more complicated among International students.
Solutions Implemented by the Institution
Successful strategies to reduce attrition can be developed; however, no cookbook formula works for all
institutions. Each college must first identify its own needs and problems and then develop its own unique plan
to reduce student attrition (Jones, 1982). As the attrition becomes the most critical problem at the top of the
list, the management team has come out with some short term and long term solution.
Progression discount
The progression descent had been implemented in (2009) to increase the retention of student who completed
the Pre-U and progression to higher level. The scheme had helped to increase the retention at degree level.
Alumni discount –Master programs
Master program in International University Malaysia just started in 2009, which is far immature compared to
another institution today. International University Malaysia management decided to give out discount to all
return alumni in all International University Malaysia associate campuses. With the discount given to entire
program saving in the tuition fees have reduced the burden and helping in financial planning.
Mentor-mentee program
In supporting the freezer or new student to university life the university created program to guide them step
by step with a mentor - mentee. Lecturer or staff and freshener sharing lifelong learning experience for them
to be more prepared before the real life in the university began.
Other Solutions
These solutions adopted are very much insufficient to meet the attrition of students in International University
Selangor. Some other suggestions based on the literature and the researchers are incorporated to meet this
issue strategically.
Student-centered teaching style
Student-centered teaching style has been identified as most important in engaging students’ learning and,
hence, assisting them in their transition. This student-centered teaching style focused on the tutor’s personal
attributes as well as inclusive tutoring skills that reach all students. Tutors assume critical roles in helping firstyear students to engage with their study as students have longer contact hours and one-to-one relationships
with tutors. It is thus important for the tutors adopt effective tutoring strategies not only to engage students
in their study, but also to help them adapt to the new challenging university environment. To achieve that,
tutors need to be student-centered, caring and responsive to students’ needs Student Centered Learning (Lee
Hong Sharon Yam, 2010).
Curricula modernization
It is widely acknowledged that to be able to remain a knowledge-based economy, a country should keep high
standard of higher education. One of the possible solutions might be an introduction of internationally
competitive programs and development of a joint education program between several universities with a
common diploma certificate. Specifically, greater profiling along with a clearer division of labor and expanding
national and international cooperation contribute to raising standards of higher education. It in turn increases
attractiveness of higher education institutions for international students and researchers (Marina Vaskovich,
2012).
Training and Development
The staffs should be provided with adequate training in ‘how the staff members can better assist the student’s
needs and concern. Appropriate rapport building, emotional intelligence, communication skill, anger
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management, attitude development and training on strategic business orientation to be given. Issues of role
conflict, role overloads, inadequacy of royal authority, job requirement capability mismatch etc. By all staff to
be attended through training and development programs.
Special assistance to weaker students
Provide tutors in classes that typically have high percentages of students who have difficulties (i.e., English,
math, science, selected vocational program courses). Tutors or peer mentors who are in the classroom with
the instructor and the students can bridge the process of a student getting acquainted with such aides bears
An early alert system of this type requires the following components:
Early Warning System
Once an awareness workshop has been conducted and a database has been compiled from campus research
efforts, an early alert system should be designed. The purpose of this system is to identify which entering
freshmen exhibit a high probability of dropping out based on correlations between their personal
characteristics and expectations and the research profile on previous dropouts (Steven W. Jones)
 The correlations between new student profiles and former student profiles can then be
statistically generated to identify new students with high dropout probabilities.
 Once student with a high risk of dropping out have been identified, a printout giving name,
address, telephone number, and the reasons why the students are high risk (academic or
otherwise) can be produced.
 Department heads, faculty members, advisors, aid counselors should each be assigned small
numbers of high risk students to contact and discuss academic and student services on campus
that can help address the students' identified needs.
Since it is extremely important that follow-up activities be completed within the first few weeks of classes,
most colleges incorporate the new student questionnaire into their registration procedures for freshmen.
Doing so allows ample time to produce individualized student printouts and to make follow-up assignments by
the end of the third week of classes ((Steven W. Jones)
Review admission and advising strategies
Review admission and advising strategies affecting minority populations from the perspectives of retention
and recruitment. For example: design special retention strategies that support the needs of minority students
(i.e., English as a Second Language, Learning Communities); and examine admission, orientation, and support
programs.
Campus-Based Research
Once a campus-wide commitment has been made to develop a student retention program, efforts must be
made to identify attrition-related factors at the specific institution. The next step would be to determine why
students leave the college and what specific attitudes and factors at that institution contribute to student
attrition. This is accomplished in two ways:
1. By conducting a series of interviews with separate groups of students, faculty,
2. By conducting primary research with former students and current students to determine why some
students drop out and some persist at the given institution.
3. The research findings can be used to develop a model profile of the type of students (characteristics,
academic/social backgrounds, goals and expectations) who have dropped out of that specific college
staff, and administrators ((Steven W. Jones))
Proactive administrative policies
1. Encourage high-level administrators to demonstrate visible support for retention initiatives by their
presence at retention programming events
2. Encourage administrators to seek and provide necessary resources (human, fiscal, and physical) to
support a viable, comprehensive retention program.
3. Have retention programs “built into” the institutional budget and administrative structure of the
college (e.g., Organizational blueprint or flowchart), thus enhancing their prospects for long-term
survival.
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4. Request administrators to provide incentives for faculty and staff to promote their involvement in
retention programs and initiatives (e.g., Stipends, mini-grants, release time, travel and professional
development funding, administrative or student assistance).
5. Solicit administrative support for the professional development of faculty and staff in areas relating to
student retention and student success.
6. Encourage administrators to recognize or reward faculty and staff contributions to first-year students
(e.g., Meritorious performance awards; letters of commendation; credit toward retention, promotion,
or advancement).
7. Seek administrative encouragement of, and support for, college rituals that are designed to build
campus community and increase institutional identification among students.
8. Incorporate a retention committee into the college’s table of organization to ensure that the issue of
student retention becomes “institutionalized” and receives sustained attention, and be sure that the
composition of this committee has diverse representation—which reflects the full range of
institutional services that can impact student retention (e.g., Academic affairs, student affairs, firstyear experience, institutional research, academic advising, and financial aid).
Scholarships/Financial Assistance /Loans
The most effective way to attract students across the globe is making the provision of financial assistance in
the form of scholarships. Especially those who are coming from lower economic strata are looking upon
educational-financial assistance in the form of scholarship. The fascinating array of scholarships, grants, loans,
and work-study programs exists because many parties want to alter meritorious students’ college choices.
Careful use of advertisement
It is reported in the case study that there is a wide gap between what were the advertisement and marketing
promises and what have observed really on the campus. It is unethical on the part of any academic institutions
to tamper the real facts and for the sake of financial gains puts an attractive and falsified advertisement. Many
research studies have conducted to evaluate the attitude and behavior of students about deceptive
advertising because students are the long run customers and have an ample contribution in the disposable
income of society. Therefore, businessman and marketers apply the technique of advertising to attract the
students towards their products (Khatak & Khan, 2009) but Sandage and Leckenby (1980); Rettie, et al., (2001);
and Zhang (2000) claimed that use of tampering tactics in ads for gaining the attention of the consumers can
be thwarted to the audience. The advertisements should indicate clear cut promises to the students since it
brings visibility and image to the institution, which is having a long term advantage. Education fairs are
considered as a minor tool for recruitment. Fairs’ credibility is indicated nowadays as undermining as these
fairs are perceived mainly as selling agents. To simply participate in the educational fairs is not enough for
successful recruitment while preparatory work along with following up activities normally ensure better
recruitment (Marina Vaskovich, 2012).
Qualified faculty members
In the age of information technology, it is in general observed that the students are well accessed to the
internet and getting information about the institution, facilities, faculty members, academic support,
infrastructural facilities etc. One of the most important factors is the climate for learning. The students expect
that the institutions should have qualified faculty members who enable them to gather better learning and
development opportunities. The top management of academic institutions should equally try for better
qualified faculty members with PhD qualifications, research orientation and aptitude to mentor students.
Certificates
In case the academic institution has done some collaboration with abroad universities, it is necessary that the
program certificates should be signed by top functionaries of local and abroad institutions. The promises of
collaboration should be maintained since the perception of students gets easily affected by any malpractices.
Rankings
The influences of university rankings are bewildering for the larger institutions where a reduction in rank
creates a positive impact on the probability of being preferred by applicants. The outcomes for lesser,
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primarily undergraduate universities are steady with the notion that institutions benefit from an improvement
in their rankings. In order to grab the opportunity of the ranking system and students visibility, the academic
institution should meet many requirements like, faculty – students ratio, infrastructure, learning resources,
logistics and accommodation facilities, curriculum, etc.
Visa related issues
Every institution has International Cooperation and Liason Division. They support the international students to
clear visa related issues. This department produces maximum dissatisfaction among the international students
seeking majority students are self financing. Any disturbance to their comfort develop high dissatisfaction and
turn out, the institutions should appoint matured, pleasing and people having good communication skill.
Conclusion
In the dynamic competitive environment, managers should recognize the importance of student satisfaction to
the HEIs. Managers should integrate strategic insight in their planning by considering the context, content and
process of building most favorable decisions. It is very important for managers to look forward as it will enable
them to anticipate better plans. By doing so, Universities in Malaysia would be able to grow internationally and
gain competitive advantage. These are due to the needs that all universities should understand student
expectations to endow them with a suitable learning environment. The international students expect
minimum standard that should be met by the Universities in Malaysia. These facilities include both academic
and non academic. The Universities should be able to cater the comfort and satisfaction of international
students to attract more students from across countries. Lower the level of satisfaction, less number of
international students can be attracted towards the country.
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