Understanding the role of student recruitment agencies: a service provider for both higher education institutions and students

This study delves into the impact of international student recruitment agencies on the mobility of Chinese students to UK higher education institutions. It seeks to uncover how these agencies shape student decision-making and their broader implications for educational institutions. Adopting a qualitative research approach, this study conducted 27 interviews with recruitment agents in China, employing thematic analysis to dissect the intricate relationship between students, Higher Education (HE) institutions, and recruitment agencies. This methodology was strategically selected to provide deep insights of the detailed interactions and connections within the international education recruitment network. The findings reveal crucial roles of recruitment agencies as specialists, decision influencers, and information exchangers in the context of international education. These agencies are central to the communication between students and universities, significantly contributing to the value creation process. They operate within a tripartite framework where international students are seen as customers, higher education institutions act as service providers to these students and as clients to the agencies. Recruitment agencies thus serve a dual role, catering to both higher education institutions and international students, bridging fundamental gaps in information and decision-making processes. This study innovatively extends the Value Creation Model by introducing a new theoretical framework that thoroughly explores the mediating role of recruitment agents within the higher education sector. This research provides valuable insights for HE institutions on the importance of working collaboratively with recruitment agencies, thus enriching the academic discourse on international student recruitment strategies.