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In recent years, the number of universities in the Saudi Arabian education industry, both government and private, has been steadily increasing. Saudi Arabia accounts for the majority of universities in the Middle East and North African region. By 2030, the number is expected to continue to climb with improved ranking of existing educational institutions and the arrival of new universities, including renowned international universities. Technology schools and medical schools are the two largest segments of the current education industry in Saudi Arabia. There are numerous competitors in these two fields, including schools in government, private, and international universities. It is widely acknowledged that universities with excellent customer value will attract excellent students. The aim of this study was to look into whether students can be motivated to choose their future institute if customer value principles from the business sector were implemented. Using Porter's five-forces analysis, this study developed a framework to motivate students' choices among various medical schools. The Balanced Scorecard model was used to establish a sustainable growth rate. The study concludes that customer value in the education industry, especially in universities, should be improved and included as a key performance indicator for schools and universities. Implementing excellent strategies to improve customer value will positively impact the education industry.

A Framework to Motivate Students in Choosing Their Future Medical School