The determinants of recommendation intention and student satisfaction in private higher institutions: Empirical evidence from Kazakhstan

Abstract

Student satisfaction and loyalty are crucial metrics for assessing the quality of education in universities. Despite their importance, these aspects have received limited attention within the private higher education sector in Kazakhstan. Our study addresses this gap by applying customer satisfaction models to identify the critical factors influencing student satisfaction at a leading Kazakhstani private university. We developed a comprehensive research framework that includes the university’s institutional capabilities, the social environment, and students’ perceptions of the university’s ethos. A survey conducted with 129 undergraduate students revealed that institutional capabilities and students’ perceptions of the university’s ethos play a pivotal role in fostering satisfaction, which, in turn, enhances their likelihood to recommend the institution. Our research offers valuable insights and a strategic framework for private universities in Kazakhstan to improve their educational services, thereby increasing student satisfaction, loyalty, and ensuring the institution’s long-term success.