DETERMINANT FACTORS OF STUDENT’S DECISIONS ON CHOOSING AN ENGLISH CENTER ĐH NGÂN HÀNG TP. HCM

THE STATE BANK OF VIETNAM BANKING UNIVERSITY OF HO CHI MINH CITY GRADUATION THESIS DETERMINANT FACTORS OF STUDENT’S DECISIONS ON CHOOSING AN ENGLISH CENTER Supervisor: PhD NGUYEN VAN THUY Student: NGUYEN BINH MINH Student ID:030632161298 Class: HQ4-GE02 CODE:7340201 HO CHI MINH CITY - 2020 THE STATE BANK OF VIETNAM BANKING UNIVERSITY OF HO CHI MINH CITY GRADUATION THESIS DETERMINANT FACTORS OF STUDENT’S DECISIONS ON CHOOSING AN ENGLISH CENTER Supervisor: PhD NGUYEN VAN THUY Student: NGUYEN BINH MINH Student ID:030632161298 Class: HQ4-GE02 CODE:7340201 DECLARATION OF ORIGINALITY I hereby declare that the graduation project is based on my original work, except for quotations and citations which have been duly acknowledged, with the guide from my supervisor, PhD Nguyen Van Thuy I also declare that it has not been previously or concurrently submitted for any other course/degree at Banking University or other institutions ACKNOWLEDGEMENT On the ways to accomplish the thesis, I got a lot of help from the teachers, the support of family and the enthusiastic support of my friends First of all, I would like to express my deep gratitude to PhD NGUYEN VAN THUY, who has directly spent much time and effort to guide me in the process of conducting research and complete this thesis Honestly, it is not easy to this research I have spent a lot of time and effort to be able to complete it on time Through this research, I have learned a lot of experiences so that I can be well prepared for my future career Finally, I would like to thank my family and friends who have always encouraged me and helped me to complete this research Hopefully, those who are interested in this research will give me advice to improve the limitations of this study Best Regards ABSTRACT Vietnam has joined World Trade Organization and Trans-Pacific Strategic Economic Partnership Agreement, This brings many chances to cooperate internationally in many fields such as economic, politic between Vietnam and other countries around the world, this means leaning English has become essential to everyone Therefore, to meet the demand of the students, many language centers has established However, the number of English centers is increasing while the quality is still a big question Many students are struggling in finding the best school to learn the language that can benefit them after throughout one’s career There are many things affecting one’s decision, but what are the main reasons of choosing a particular language center? This research will clarify the reasons that lead to the final decision of students Also, it will determine and evaluate the influence level of these factors in order to find the solutions to help with boosting the efficiency of education at English centers Thus, they can build the appropriate programs for learners, earn a reputation and increase competitiveness Factors were identified from previous literatures and examined by an empirical study using survey questionnaires via Google forms on 300 students at language centers Survey results show that there are factors that influence the decision to choose a school as follows: Branding, Teachers, Tuition fee, Facilities, Marketing, Social Influence and Motivation of students TABLE OF CONTENTS DECLARATION OF ORIGINALITY ACKNOWLEDGEMENT .2 ABSTRACT LIST OF FIGURES LIST OF TABLES CHAPTER INTRODUCTION 11 1.1 Background of the study 11 1.2 Research Objectives andresearchquestions 12 1.3 Research Subjects 12 1.4 Research Methodology 12 1.5 The scope of research .13 1.6 The structure 14 CHAPTER LITERATURE REVIEW .15 2.1 Definition .15 2.1.1 Decision to buy productsorservices 15 2.1.2 Foreign language Center 16 2.2 Literature review 18 2.2.1 Consumer behavior theory 18 2.2.2 Theory of Reasoned Action (TRA) and Theory of Planned Behavior (TPB) 2.3 21 Empirical related studies 26 2.3.1 The research of David Chapman (1981) .26 2.3.2 The research of Nguyen Minh Ha (2011) .27 2.3.3 The research of Nguyen Phuong Toan (2011) 28 2.3.4 The research of Nguyen Thi Bao Khuyen (2013) 29 2.3.5 The research of Tran Thi Minh Duc (1996) 30 2.4 Hypothesis and conceptual model 33 2.4.1 Hypothesis 33 2.4.2 Conceptual model 36 CHAPTER METHODOLOGY 38 3.1 Research process 38 3.2 The research design 39 3.2.1 Research steps 39 3.2.2 Building the scale 40 3.3 Quantitative research 44 3.3.1 Sampling method 44 3.3.2 Sample size 45 3.3.3 Quantitative survey structure 45 3.3.4 Collect research sample information 45 3.3.5 Data analysis method 46 CHAPTER DATA ANALYSIS 52 4.1 Sample description 52 4.2 Result of analyzing the reliability of scale .53 4.2.1 Branding .53 4.2.2 Facilities .55 4.2.3 Teacher 56 4.2.4 Tuition fee 57 4.2.5 Marketing .58 4.2.6 Social influence 58 4.2.7 Motivation of students 59 4.2.8 Decision on choosing an Englishcenter 60 4.3 Results of Exploratory Factor Analysis - EFA 61 4.3.1 Results of factor analysisfor independent variables 61 4.3.2 Results of factor analysisfor dependent variable 64 4.4 Testing of correlation coefficient Pearson 66 4.5 Multiple Linear Regression Analysis .68 4.5.1 Fitness of the model .68 4.5.2 F-test of Overall Significance .69 4.5.3 Statistical significanceof the independent variables .69 4.5.4 Multiple linear regressionmodel 70 4.6 Anova test on different groups ofsamples 71 4.6.1 Gender 71 4.6.2 Age .73 4.6.3 Income 74 CHAPTER DISCUSSION OF RESEARCH RESULTS AND SOME IMPLICATIONS 75 5.1 Conclude 75 5.2 Administration implication 76 5.2.1 Teachers 76 5.2.2 Tuition fee 77 5.2.3 Facilities .78 5.2.4 Branding .79 5.2.5 Motivation of students 79 5.2.6 Marketing .80 5.2.7 Social influence 80 5.3 Limitations and the next research direction 81 APPENDIX TRANSLATED SURVEY .82 REFERENCES 86 LIST OF FIGURES IFigure 2.1 Consumer Behavior Theory 19 2_Figure 2.2 Theory of Reasoned Action Model (TRA) (Fishbein and Ajzen, 1975) 23 3_Figure 2.3 Theory of Planned Behavior Model (TPB) (Ajzen, 1991) 25 4_Figure 2.4 Field selection model of David Chapman (1981) .26 5_Figure 2.5 The research model of Nguyen Minh Ha Error! Bookmark not defined 6_Figure 2.6 The research model of Nguyen Phuong Toan 29 7Figure 2.7 The research model of Nguyen Thi Bao Khuyen .30 8_Figure 2.8 The research model of Tran Thi Minh Duc 31 9Figure 3.1 Proposed Research Model 37 LIST OF TABLES Table 2.1 Conclusion of the related studies 32 Table 3.1 Branding scale .41 Table 3.2 Facilities scale .41 Table 3.3 Teacher scale 42 Table 3.4 Tuition fee .42 Table 3.5 Marketing scale .42 Table 3.6 Social Influence scale 43 Table 3.7 Motivation of students scale 43 Table 3.8 Decision on choosing an Englishcenter scale 43 Table 4.1 Age Distribution 52 Table 4.2 Gender Distribution .52 Table 4.3 Income Distribution .53 Table 4.4 Education background 53 Table 4.5 Reliability Statistics of Branding 53 Table 4.6 Cronbach’s Alpha of Branding 53 4.6.3 Income Table 4.34 ANOVA test between Income and Decision Independent Samples Test Levene's Test for Equality of Variances D_ Equal Y variances assumed Equal variances not assumed F 628 Sig 429 t-test for Equality of Means t df - 98 276 283 24.6 82 95% Confid ence Interva l Std of the Mean Error Differe Sig nce Differe Differe (2Lower tailed) nce nce -.0443 783 16095 -.36111 779 -.0443 15656 -.3670 (Source: Data analysis, 2020) The Sig of Levene Statistic is 0.429 and the Sig of ANOVA test is 0.783, which are much bigger than 0.05 It is safe to conclude that equal variances are assumed This means that there are no differences between the impact of different income groups on Decision, as any income group could have the same impact as others CHAPTER DISCUSSION OF RESEARCH RESULTS AND SOME IMPLICATIONS 5.1 Conclude The proposed research model consists of groups of factors: external factors including: Reputation, Facilities, Teachers, Tuition, Marketing, Influence of society and second groups - groups of learners' personal factors include: Motivation of students, demographic characteristics The study used convenient sampling methods, sample size 300, using quantitative survey tables as data collection tools The survey was distributed 320 through the Google Forms at 05 foreign language centers in the city HCM, collected 300 copies After filtering, there are 300 copies meeting the requirements of data analysis and processing After assessing reliability with Cronbach’s Alpha, the scales met the requirements Seven independent scales with 39 observed variables and dependent scale with observed variables meet EFA factor analysis requirements EFA discovery factor analysis variables were drawn as the proposed model, with important coefficients meeting evaluation criteria such as KMO> 0.5; sig value of Barlett's test 50%, factor load factor> 0.5 The correlation test results The factors Branding, Facilities, Teacher, Marketing, Influence of society, Motivation of students and Tuition are used in the regression test Results after running regression: P = -0.186 + 0.308X1 + 0.251X2 + 0.345X3 - 0.315X4 + 0.208X5 + 0.170X6 +0.168X7 Regression model has adjusted R2 coefficient = 51.6%, sig value