DOI: 10.18848/2328-6318/cgp/a73 ISSN: 2328-6296

Do Positive Student Experiences Lead to Student Retention?

Carly Smith, Chantal Rootman, Janine Krüger
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Postgraduate (PG) student retention is a growing concern for South African Public Higher Education Institutions (PHEIs), particularly given the country’s increasing enrollments yet low completion rates of PG qualifications. This study investigated how student engagement and student satisfaction positively influence PG student experience for student retention at PHEIs. The purpose was to find ways for these institutions to use student-focused marketing approaches toward PG students, to successfully retain them until completion of their qualifications. A positivistic, quantitative study utilized convenience sampling to distribute a web-based survey to PG students registered at South African PHEIs. The data from 435 usable responses were analyzed quantitatively using descriptive and inferential statistics to test the relationships of the hypothesized model. The results showed that student engagement and student satisfaction significantly influence student experience, and in turn, student experience significantly influences student retention. Significant differences across demographic and biographical groups were observed. This study contributes to the body of knowledge by providing strategies and recommendations to PHEIs on how to enhance student engagement and increase student satisfaction toward a positive student experience for student retention in a developing country. A student-focused marketing approach leading to higher levels of student experience and student retention could aid institutions with their competitiveness, growth, as well as rates of success.

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