摘要：The recent paradigm shift from recruitment of international students to retention of students encouraged
radical changes on the consumption of educational services from university serving the
students for creation of mutually beneficial relationship between the students and the university.
The impact of globalization hit the economy in two paradoxes; first, consumers have more choices
but less satisfaction; second, service providers have more strategic options, which yield less value.
Against this background, this study proposed and validated destination loyalty model to arrest the
increasing students’ attrition at study location. The declining state funding of higher education challenged
the management of education sector to design sustainable competitive advantage strategy
not only to attract but also to retain students at their study destination. A total of 498 data was
solicited from international students at Malaysian public universities, partial least square structural
equation modeling (PLS-SEM) was used to test the reliability and validity of items and constructs.
The results show that relationship marketing dynamism of service quality, students’ satisfaction,
perceive image, perceived value and personal reasons were stable for international student loyalty
to study destination. A new model called 2S2P was developed for emerging education destinations.
Theoretical and practical implications as well as directions for future studies were documented in
the paper.
