Abstract

This paper explores customer satisfaction in education service industry (international students’ recruitment agents) in New Zealand. To identify the factors that will increase international students’ satisfaction, and find possible methods to retain international students, mixed methods were employed in one international agency in Auckland. A total of 100 questionnaires were completed and semi-structured interviews were conducted with international students and education consultants. The findings indicate that professional knowledge, service, personalities and communication are key factors that will influence international students’ satisfaction. Moreover, the findings also demonstrate that the increase of consultants’ satisfaction results in international students’ satisfaction. Establishing high contact with international students is a possible method to retain them. Results are discussed in relation to international students’ satisfaction in the context of education service industry. This paper enriches the body of literatures on higher education particularly on international student’s satisfaction with third parties (international agents). Recommendation for practice that could enhance the understanding of international students’ satisfaction, is also discussed.

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