Motivation for Logistics and Supply Chain Degree Program Choices among Undergraduates in Malaysian Higher Education Institutions: Relative Importance Index Computation

Attracting future talent into the logistics and supply chain management industry is critical to promote sustainability of the industry. Meanwhile, the present study investigates the factors that has motivated Malaysian undergraduates to choose logistics and supply chain management programs as their academic focus. The research measures students’ perceived satisfaction towards the choice of programs in terms of lifestyle aspirations, program reputation, and relative ease of completion, career outcomes, and developmental skills. The Relative Importance Index (RII) was used to rank these motivational factors while Importance Performance Analysis (IPA) was used to identify gaps between importance and satisfaction. Educators and curriculum designers would get practical insights from this study on attracting and retaining students in logistics and supply chain management programs by aligning educational strategies with student motivators.