Silicon Valley or the Southern Great Plain?
Where are international students more dissatisfied?
DOI:
https://doi.org/10.15170/MM.2026.60.01.04Keywords:
higher education, international student mobility, student dissatisfaction, higher education marketingAbstract
THE AIM OF THE PAPER
The aim of the present research is to investigate and compare the dissatisfaction of international students at San Jose State University and the University of Szeged through qualitative in-depth interviews and thematic code-matrix-based heatmap analysis. The purpose of the analysis is to
compare the identified thematic codes with the literature on service quality in order to identify the challenges and development opportunities inherent in the two different service environments and to formulate country- and institution-specific marketing strategy recommendations for the institutions examined.
METHODOLOGY
The study presents the results of 20 online in-depth interviews. The interviews were coded using the MAXQDA software, and the results are illustrated through interview excerpts and code matrix–based heat maps.
MOST IMPORTANT RESULTS
The results indicate that the factors of dissatisfaction are distinctly country- and institution-specific. The identified code groups are mostly covered either by SERVQUAL or by de Wit’s push-pull categories; however, neither model is capable of addressing the problem of individual challenges.
Additionally, the classification of the university’s geographical location poses a challenge.
RECOMMENDATIONS
Universities should prioritize not only the examination of service quality factors but also the understanding of international students’ individual challenges, in order to create an inclusive and supportive system in which personal student challenges do not hinder mobility.
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