A Structural Model Assessing the Impact of the Service Marketing Mix on the Decision to Enroll in an Open University, Mediated by Brand Image
Main Article Content
Abstract
This study examines the determinants influencing the decision to enroll in an open university by evaluating the model fit and the causal relationships among key variables. The main objective is to validate the empirical goodness of fit of the proposed causal model and to investigate the direct and indirect effects of influential factors, with brand image serving as a mediating variable. A multi-stage random sampling technique was used to select 500 students from Sukhothai Thammathirat Open University. Data were collected through a self-administered questionnaire and analyzed using descriptive statistics and covariance-based structural equation modeling (CB-SEM). The results showed that the model demonstrated acceptable fit indices (P-value = 0.000, N = 500; χ²/df = 3.29; CFI = 0.928; TLI = 0.910; RMSEA = 0.068; SRMR = 0.038). Findings revealed that the components of people and physical evidence had both direct and indirect effects on enrollment decisions through brand image at the 0.01 significance level. Brand image and process also exerted significant direct influences on the decision to enroll. Although the study was limited to students from a single open university, the findings provide practical implications for improving enrollment strategies by strengthening brand image, enhancing service personnel, and upgrading physical facilities. Overall, this research contributes important insights to the limited literature on decision-making behavior in open university settings.
Highlights
This study validates that brand image is the strongest driver of enrollment decisions in open universities, with people and process components also playing crucial roles. Brand image mediates the influence of marketing mix elements on enrollment, providing strategic insights for open university recruitment.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Copyright: CC BY-NC-ND 4.0
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