THERE'S NO GOING BACK: THE IMPACT OF COVID-19 ON WHAT MATTERS TO STUDENTS, NOWAND IN THE FUTURE

This article examines the key success factors (KSFs) influencing prospective students' selection of private higher education institutions (PHEIs) in South Africa, highlighting significant shifts in priorities pre-and post-COVID-19. This study examined the importance of factors assigned by students enrolled at PHEIs, assigned to 18 measures that influenced their choice of Higher Education Institution (HEI) after COVID-19. Before the pandemic, students selecting PHEIs primarily valued the quality of teaching, employment prospects, campus safety, academic facilities, international links, language policies, institutional reputation, and flexible study modes. However, post-pandemic priorities for students have shifted markedly. The findings of this study indicate that campus safety remains paramount. Additionally, the significance of access to technological infrastructure, such as reliable internet and digital devices, has markedly increased. This highlights the essential need for robust digital resources to support remote learning effectively. Financial assistance and the capability to engage in blended and online learning have emerged as crucial, alongside enduring priorities such as employment prospects and teaching quality. This study was conducted at a large PHEI in South Africa. With over 28,000 students, the Independent Institute of Education (IIE) Rosebank College offers a valuable case study with a large sample pool. Based on the results of this study, recommendations are made that enhancing campus safety and security measures, investing in advanced information technology (IT) infrastructure, and expanding financial assistance programmes are vital steps for HEIs to remain attractive to students. Furthermore, improving blended learning capability, strengthening industry links for better employment outcomes, and maintaining high teaching standards through continuous faculty development are crucial. Promoting international opportunities and ensuring that digital learning tools are accessible and engaging will further align the institution's offerings with post-pandemic student expectations. The recommendations focus on HEIs' adaptations that will not only meet students' current needs but also position the PHEI sector as resilient, reliable and forward-thinking in the increasingly competitive landscape of higher education.