Abstract

Recently, many researchers have found that education systems in many nations are very comprehensive and competitive. They revealed that the primary goal of many universities is to increase the number of students’ enrolment as much as possible. In students’ perspective, they also consider different factors when they make their higher education decision. Therefore, this article aims to investigate the factors affecting for students’ university choice and satisfaction. Relevant literature reviews explained in terms of four models which link to students’ university choice process: economic model, sociological model, combined complex decision model and the marketing mixed model. Then, the study investigated the other main factors that are affecting to the university choice of students from empirical evidence. In terms of students’ university satisfaction, this paper has described several models and other factors influencing on students’ university satisfaction.

Key words: Higher education, university choice, university satisfaction.