The purpose of this study is to explore structuralequation modeling among a marketing mix, relationshipquality,andinternationalstudentloyaltyinTaiwanesehigher-educational institutions. In total, 353 surveyed studentsanswered a questionnaire, with 337 students answering all ofthe questions. The findings suggest that a marketing mix ispositively associated with the relationship quality of inter-national students, and that relationship quality is also posi-tively associated with student loyalty. Student trust andcommitment enhances loyalty to universities. In the higher-educational sector, these findings have implications for uni-versities seeking to compete in a more deregulated, market-driven, higher-educational environment in the future.

EB00000002766K

Available

• The Drive Behind International Student Loyalty in Higher-Educational Institutions: A Structural Equation Model