International University Competitiveness, Student Satisfaction, and Socio-Cultural Challenges: A Case Study of Private Universities in California

This study investigates the influence of socio-cultural adaptation, service quality (academic and non-academic) and institutional structure on student satisfaction and institutional competitiveness of private universities in the California context. For this, data was collected from 120 students using self-administered surveys using a quantitative research design. The data were analyzed using statistical tools such as SPSS, SEM and AMOS, Cronbach’s Alpha and EFA were done for reliability and validity. The study findings suggest that enhancing socio-cultural adaptation strategies and service quality, in particular, international students, will greatly help the student satisfaction and institutional competitiveness. These outcomes also depend on the strengthening of institutional structures. However, these mediation and moderation effects were weaker than we had anticipated, suggesting that there are additional factors to be explored in future research. The study provides insights into the effects of socio-cultural adaptation and service quality dimensions on student outcomes and institutional success in a globalized higher education market.