Factors affecting intention to study higher education of undergraduate students in Ho Chi Minh city

The purpose of this study is to examine factors affecting undergraduate students' intentions in pursuing postgraduate study at universities in Ho Chi Minh City. Those factors are satisfaction, customer orientation of employee, personal traits and brand image. A survey was carried out on 256 participants for examining the impact in this research. SPSS statistics was applied for the study and other methods to test the effect. In addition, the results indicated that overall the factors positively influence undergraduate student’s intentions. The results imply that universities should focus on these factors in their effort to concrete student’s intentions to study at higher levels.