Accreditation plays a significant role in the realm of higher education institutions (HEIs), and new research has shed light on its impact on student experience and reputation. In a study analyzing the behavior of accredited and non-accredited universities, researchers aimed to identify the influence of accreditation on the process and purchasing behavior of educational services.
The findings of the study, which utilized a structural equation model analysis, revealed that both the student’s experience and the perceived value have an impact on reputation. Moreover, the student’s experience was found to influence the perceived value. Interestingly, no significant differences were observed in the model due to accreditation in high-quality institutions.
These research insights come at a time when HEIs are facing significant challenges in light of changes in the provision of higher education services and a fiercely competitive environment. Throughout Ibero-America, the landscape of higher education has seen an increase in enrollment, particularly in private HEIs. However, significant variability exists among countries in terms of enrollment figures. Some standout performers include Chile and Spain, while others fall below the average. El Salvador and Honduras have the lowest enrollment rates.
The study conducted by the Organization of Ibero-American States (OEI) highlights that Colombia has made notable progress in transforming its university structure, leading to increased enrollments in both public and private universities. Additionally, the country has seen a rise in scientific publication output and education-related GDP expenditure. The incorporation of internationalization as an aspect of high-quality accreditation has also been recognized in Colombian universities. However, despite these improvements, an increasing number of Colombian students are seeking higher education opportunities abroad.
Challenges persist in the Colombian education system, including high dropout rates and a focus on quality only within universities. Demographic trends indicate a decline in birth rates, while issues of inequality, poverty, exclusion, polarization, and job uncertainty continue to be pressing concerns.
To tackle these challenges, HEI executives are implementing various strategies to attract and retain students with diverse needs and expectations. Some HEIs adopt a more commercial approach, focusing on brand development and communication. Others emphasize relationship-building with the private and public sector, securing resources for research, and fostering collaborations. Additionally, high-quality national and international accreditations are pursued by certain HEIs as a means of differentiation and market positioning.
Prospective students consider distinctions such as accreditations and rankings to be crucial criteria when making decisions about their education. Factors like HEI reputation, student experience, and perceived value play a pivotal role in attracting students, preparing them for the labor market, and establishing a competitive edge over other institutions.
While previous studies have explored the relationships between these variables, this particular research aims to interrelate student experience, perceived value, and reputation in the context of accredited and non-accredited universities in Colombia. By examining these relationships, the study seeks to grasp the influence of accreditation on student perception.
In conclusion, this research provides valuable insights into the impact of accreditation on HEIs, specifically in terms of student experience and reputation. As HEIs navigate the complex landscape of higher education, understanding these relationships and their implications becomes paramount for effective management. The findings from this study offer valuable guidance for decision-makers in the education sector who are tasked with attracting and retaining students in an increasingly competitive environment.
