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Understanding Student Motivation: A Key to Retention in Higher Education

Understanding Student Motivation: A Key to Retention in Higher Education This paper explores what motivates college students at different stages of their academic studies. Using Herzberg’s two-factor theory, the researchers conducted a survey of 535 students in three south-western universities to determine if motivations changed throughout their academic careers. Results showed that students at different stages of their college careers have different concern s and, as such, different motivational strategies are needed to respond to their concerns. Implications are given to grow and retain enrolment. Keywords: motivation, higher education retention, enrollment, satisfaction JEL classification: M31 1. INTRODUCTION Higher education institutions today more than ever are facing major challenges because of the current decline in student enrollment. This is due to the attitude of prospective and current students toward higher education, the merits of college education versus its cost, and competitiveness among large number of for-profit and not-for profit universities and colleges. Thus, institutions are struggling to keep their share of the shrinking pie and to retain students until graduation. Understanding the needs and wants as well as the motivation of both prospective and current students is the cornerstone of satisfying them throughout their years in the institution and probably keeping them for life as alumni. Given this, raising retention http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Annals of the Alexandru Ioan Cuza University - Economics de Gruyter

Understanding Student Motivation: A Key to Retention in Higher Education

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Publisher
de Gruyter
Copyright
Sciendo is a De Gruyter company © 2018. ALL RIGHTS RESERVED Powered by PubFactory
ISSN
2068-8717
eISSN
2068-8717
DOI
10.1515/aicue-2017-0004
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Abstract

This paper explores what motivates college students at different stages of their academic studies. Using Herzberg’s two-factor theory, the researchers conducted a survey of 535 students in three south-western universities to determine if motivations changed throughout their academic careers. Results showed that students at different stages of their college careers have different concern s and, as such, different motivational strategies are needed to respond to their concerns. Implications are given to grow and retain enrolment. Keywords: motivation, higher education retention, enrollment, satisfaction JEL classification: M31 1. INTRODUCTION Higher education institutions today more than ever are facing major challenges because of the current decline in student enrollment. This is due to the attitude of prospective and current students toward higher education, the merits of college education versus its cost, and competitiveness among large number of for-profit and not-for profit universities and colleges. Thus, institutions are struggling to keep their share of the shrinking pie and to retain students until graduation. Understanding the needs and wants as well as the motivation of both prospective and current students is the cornerstone of satisfying them throughout their years in the institution and probably keeping them for life as alumni. Given this, raising retention

Journal

Annals of the Alexandru Ioan Cuza University - Economics – de Gruyter

Published: Mar 1, 2017

Keywords: Business and Economics; Political Economics; Political Economics, other

References