Determinants of parents’ school choice decisions in Malaysia

This study discusses about determinants of parents’ school choice decisions in Malaysia that shape parents’ choices and examines their strategic impact on the management of international schools. In recent years, Malaysia’s education landscape has witnessed a steady increase in parents opting for international schools instead of national institutions. This shift highlights growing parental expectations for higher educational standards, globally oriented curricula and improved learning outcomes. The study addresses the general issue of diminishing confidence in the national school system and the managerial need for international schools to align with changing parental demands. Its objectives are to identify the main determinants of parental preferences, evaluate perceptions of education quality and analyze the strategic responses required from school administrators. A quantitative research approach was applied through the distribution of structured questionnaires to parents whose children attend international schools across Malaysia. Data were examined using descriptive and inferential statistical methods to identify relationships among factors such as curriculum quality, instructional approach, school facilities, teacher performance and tuition fees. The results reveal that parents place the greatest importance on financial affordability, teacher quality and professionalism, curriculum quality, English-medium instruction and global exposure opportunities. Cultural value also influence decisions to a moderate degree. The study concludes that international schools should prioritize continuous teacher professional development, curriculum innovation, and effective communication strategies to maintain competitiveness and meet evolving parental expectations