- Research Article
- 10.1080/10528008.2026.2648525
Evolution of Research on International Student Satisfaction and Loyalty from 1961 to 2024: A Bibliometric Analysis
- Mar 28, 2026
- Marketing Education Review
- Anh-Nguyet Luong + 3 more +3
ABSTRACT Thanks to the socio-economic and political benefits stemming from international students, host governments and universities worldwide have implemented various measures to attract and retain them. Similarly, scholars in international education have conducted studies to explore various aspects of international student satisfaction and loyalty (ISSL). This review synthesizes six decades of ISSL research based on 925 Scopus-indexed documents (1961–2024). While the field is often framed as an education-marketing conversation, the data reveal a psychological strand that emerges earlier, endures, and now co-exists with both. Across sub-analyses (keywords, co-citation, co-authorship, and explicit home-host flows), a common trajectory emerges: the field evolves from a psychosocial focus on adjustment and acculturation, through a managerial and consumerist turn emphasizing satisfaction, branding, and loyalty, to a disruption era of digital delivery, wellbeing, and policy factors. Geographically, the maps converge on a shift from Western-focused dominance to a more polycentric landscape: established Anglophone hubs remain central, while bridging systems in Western Europe, East, and Southeast Asia occupy dual sender-host roles. Reference structures show that, despite the spread of marketing vocabulary, “satisfaction” in ISSL is typically grounded in wellbeing and academic experience rather than consumer behavior.
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