Strategic University Positioning: Fostering Student Satisfaction and Well-being

In the higher education literature, matters of student ill-being, stress, and anxiety are some of the grave concerns among universities seeking to stand out in a highly competitive marketplace. Against this backdrop, the present study aimed to detail the role of university positioning attributes in addressing student satisfaction and well-being. For this purpose, data were collected from 385 undergraduate and postgraduate students from a large-scale public sector university. The findings revealed that the university’s positioning attributes of learning environment, reputation, graduate career prospects, and destination image positively influenced student well-being via student satisfaction. However, the positioning attribute of cultural integration was found to have no significant effect on student satisfaction. On the basis of these findings, the present study discusses theoretical and managerial implications for academicians, accreditation agencies, marketing managers, and brand strategists.