International students’ course satisfaction and continuance behavioral intention in higher education setting: an empirical assessment in Malaysia

The purpose of this study is to examine the impact of perceived brand orientation, intercultural friendship, and university reputation on international students’ course satisfaction and continuance behavioral intention towards the higher education in Malaysia. A total of 348 questionnaires, administered on international students, were collected to empirically test the research model using partial least squares path modeling approach, a structural equation modeling technique for the assessment of measurement and structural model. The empirical results imply that perceived brand orientation and university reputation positively influence course satisfaction and course continuance behavioral intention, while intercultural friendships influences course continuance intention but not course satisfaction. The implications and limitations of research are discussed in the following sections.