Investigating Key Attributes Influencing Generation Z Students' Selection of Career Services in Higher Education Institutions: A Conjoint Analysis Approach

This study investigated Generation Z students' preferences for higher education career services in Davao City, Philippines, using conjoint analysis. Data from 554 valid participants, aged 18-29, revealed "Degree of Personalization" as the most crucial attribute. This was closely followed by "Extent of Assistance" in job placement and "Scope of Training," indicating a strong preference for direct, tailored support and comprehensive skill development. Students overwhelmingly favor "High Personalization," "Advanced Support," and "Comprehensive Training," underscoring their demand for robust, impactful services. These findings offer critical insights for Philippine institutions to strategically enhance career service design and delivery, aligning with student expectations for quality and improving employability outcomes.