TOPIC ACTORS AFFECTING THE BEHAVIOR OF CUSTOMERS CHOOSING COURSES AT WESET ENGLISH CENTER

MINISTRY OF EDUCATION & TRAINING HOA SEN UNIVERSITY FACULTY OF FOREIGN LANGUAGES – INTERNATIONAL CULTURES GRADUATION INTERNSHIP REPORT TOPIC: “FACTORS AFFECTING THE BEHAVIOR OF CUSTOMERS CHOOSING COURSES AT WESET ENGLISH CENTER” Company : WESET ENGLISH CENTER COMPANY LIMITED Duration : from 18/04/2022 to 29/07/2022 Supervisor : Nguyen Ngoc Thao Nguyen – Marketing Manager Student : Nguyen Thi Thu – 2180007 Class : TM1811 July, 2022 ACKNOWLEDGEMENTS First of all, I would like to thank WESET English Center for agreeing to let me practice and work here Furthermore, I feel proud to receive the help of the Marketing Department, and Ms Nguyen Ngoc Thao Nguyen guided me as well as shared working experiences for me when I worked here It means a lot to me and really helps me in my future career For this internship, I am extremely grateful to Mr Le Huu Chau - who organized the program and created conditions for me to come to the business, to experience I would like to express my sincere thanks to lecturer Trinh Binh Thanh Son - who helped me a lot from guiding to observing my internship at the company and also answering my questions and problems Thanks to the dedicated guidance of two teachers, I was able to successfully complete the internship and complete the report I am very grateful to Hoa Sen University - the university where I am studying for knowledge that I can apply in my life as well as in my future work Thank you to the School Board and the teachers for opening such a practical course like this Finally, I would like to thank the other trainees who helped me a lot during this internship Student Nguyen Thi Thu I SUPERVISOR’S REMARKS Ho Chi Minh City, July 2022 Supervisor’s Remarks (Sign full name and stamp) II TABLE OF CONTENT ACKNOWLEDGEMENTS .I SUPERVISOR’S REMARKS II LIST OF TABLE V IMAGE INDEX VI LIST OF FIGURE VI CHAPTER 1: INTRODUCTION CHAPTER 2: ORGANIZATION 2.1 General information 2.2 Business activities 2.2.1 The target customers 2.2.2 Areas of operation 2.2.3 Partners of WESET English Center 2.2.4 The competitors 2.2.5 The achievement of the company 2.3 Company sructure 12 CHAPTER 3: POSITION AND TASKS 15 3.1 The department of company 15 3.2 Content creator 16 3.2.1 The tasks 16 3.2.1.1 Write content according to the content pillar 16 3.2.1.2 Order picture (from design team) 20 3.2.1.3 Make a content plan for next week 21 3.2.1.4 Weekly report 22 3.2.2 Work experience 22 CHAPTER TOPIC: “FACTORS AFFECTING CUSTOMER BEHAVIOR WHEN CHOOSING IELTS COURSES AT WESET” 23 4.1 Matter/Issue Identification & Description 23 4.1.1 Issue identification 23 4.1.2 Issue description 24 4.2 Matter/Issue Analytical Interpretation 24 III 4.2.1 Theoretical basis 24 4.2.1.1 Consumer buying decision process 24 4.2.1.2 Factors influencing consumer behavior 26 4.2.1.2.1 The concept of consumer behavior 26 4.2.1.2.2 Buying behavior model 27 4.2.1.2.3 Factors influencing buying decision 29 4.2.1.2.4 Theories related to behavior and behavioral decisions 33 4.2.1.2.4.1 Theory of Reasoned Action - TRA 33 4.2.1.2.4.2 Theory of Planned Behavior – TPB) (Ajzen, 1991) 34 4.2.1.4 Factors affecting educational services choice behavior 36 4.2.1.5 Related studies 36 4.2.2 Research models 37 4.2.2.1 Building a proposed research model 38 4.2.2.2 Building the scale in the research model 41 4.2.3 Results of customer evaluation analysis for IELTS course at WESET English Center 43 4.2.3.1 Sample descriptive statistics 43 4.2.3.2 Descriptive statistics according to customer behavior 45 4.2.3.3 Descriptive statistics of observed variables 47 4.3 Matter enhancement/ Solutions 49 4.3.1 Basis for proposed solution 49 4.3.1.1 The context of the IELTS certification training market in Ho Chi Minh City 49 4.3.1.2 Results from customer survey 50 4.3.2 Solution 50 4.3.2.1 Solution 1: Improve activities that affect and influence student's course choice behavior 51 4.3.2.2 Solution 2: Minimizing the negative impact of "Tuition group" on students' decision to choose courses 55 4.4 Limitations of the topic 55 CHAPTER 5: SELF-EVALUATION 57 CHAPTER 6: CONCLUSION AND RECOMMENDATIONS 58 REFERENCES 60 APPENDICES 62 IV LIST OF TABLE Table Overview of WESET English Center Table 2 WESET English Center service courses are in business Table Company Organization chart 12 Table EC Department chart 15 Table Marrketing Department chart 16 Table 3 HALA Department chart 16 Table Recommended scale table 42 Table Survey sample characteristics 44 Table The source of information that customers know about IELTS courses at WESET English Center 46 Table 4 Statistical table describing observed variables 47 Table Analysis of the current situation, problems and solutions for the IELTS course at WESET English Center 51 V IMAGE INDEX Picture Company’s Logo Picture 2 WESET Corporate Partners Picture Political and social organization partners Picture Media partners Picture High School Partners Picture University partners Picture Clubs - Teams – Groups Partners Picture IELTS Fighter's Logo Picture The IELTS Workshop's Logo Picture 10 IELTS Vietop's Logo Picture 11 IELTS IPP's Logo Picture 12 IELTS Dinh Luc's Logo Picture 13 YOUPRENEUR LAUNCHPAD 2022 event Picture 14 CMO THINK & ACTION 2022 event 10 Picture 15 FTUSHINE 2022 event 10 Picture 16 ENGLISH STATION 2022: COLORLIFE event 11 Picture 17 Launching ceremony of summer volunteer programs and campaigns 202211 Picture 18 The students achieved good results 12 Picture WESET English Center fanpage 17 Picture WESET English Center’s Website 17 Picture 3 Post for the Speaking club event 18 Picture Post for external events 19 Picture Post for showing off student scores 19 Picture Content is saved on Google doc 20 Picture Sheet for members to order products and pictures 21 Picture Content plan 21 Picture Number of IELTS courses at WESET English Center that customers have attended 46 LIST OF FIGURE Figure Consumer buying decision process 26 Figure Consumer buying behavior model 28 Figure Detailed model of factors affecting behavior 30 Figure 4 Factors that determine value for customers 31 Figure Theory of reasoned action model (TRA) 33 Figure Theory model of intended behavior (TPB) 35 Figure Proposed research model 38 VI CHAPTER 1: INTRODUCTION Along with the process of studying hard at the school, the business internship period is really meaningful and plays an important role in the growth of students and later career opportunities Internships are the best way for students to gain experience in their field of interest I was given clear directions to sign up for and participate in this internship as part of the business English and corporate communication curriculum I took, and it was really beneficial to me Hoa Sen University has partnered with companies to give students the chance to experience a fulfilling and professional job environment During this internship I got to work at WESET English Center Internship at this company is an opportunity for me to observe the daily work there, the culture and working environment (dynamic, professional or other criteria that I am looking for), as well as This is an opportunity for me to understand more about the field of career that I am pursuing I started my internship here from April 18, 2022 to July 29, 2022 with the position of Social Content in Marketing department During my work at WESET English Center, I have set my own goals: The first goal Try to catch up with a new job with a new role The second goal Try to complete the assigned tasks on time The third goal Develop my work with my own creativity CHAPTER 2: ORGANIZATION 2.1 General information Legal representative: Mr Nguyen Tan Sang - Title: Director Head office address: 873A Tran Hung Dao, Ward 1, District 5, HCMC Fanpage: https://www.facebook.com/WESETEnglishCenter Established in 2016, WESET ENGLISH CENTER is an English language center that applies a new model of English teaching, focusing on the long-term interests of students: studying English is not only to take exams to get additional certificates in your study abroad records, to apply for jobs, but also to use English fluently as a second language, ready to integrate into the international environment Based on that core value, WESET's IELTS and Communication courses all apply the Root-Based Learning method: taking the foundation of grammar and vocabulary as the root, developing English skills based on scientific knowledge, academic, social from thence, students can not only achieve the desired IELTS score but also be able to apply English fluently in real life and work Table Overview of WESET English Center Company’s WESET ENGLISH CENTER COMPANY LIMITED name Tax code 0315498413 Email marketing@weset.edu.vn Website https://www.weset.edu.vn/ Contact Branch 1: 873A Tran Hung Dao Street, Ward 1, District 5, information HCMC - 0283 838 3877 Branch 2: 875 Tran Hung Dao Street, Ward 1, District 5, HCMC 0283 838 3877 Branch 3: 780 Vo Van Kiet Street, Ward 5, District 5, HCMC 0283 838 3877 Branch 4: 835/12 Vo Van Kiet Street, Ward 5, District 5, HCMC - 0283 838 3877 LOGO Picture Company’s Logo Source: weset.edu.vn 2.2 Business activities 2.2.1 The target customers WESET's target audience consists of those who desire to study the language and advance their proficiency The WESET English Center's target demographic is Ho Chi Minh City's students and working population Table Analysis of the current situation, problems and solutions for the IELTS course at WESET English Center Status Current problem The survey results of 110 customers The level of influence of the showed that “Academic interest factors mentioned above is group”, “Attitude group”, not high and not clear “Reference group”, “Prestige quality group”, “Communication group” are factors that has a positive impact on customers' decision to choose an IELTS course at WESET English Center Solution Consolidate activities that influence and influence students' decision to choose courses The survey results of 110 customers The lower the cost, the show that “Tuition fee group” is a higher the decision-making factor that has a negative impact on ability and vice versa customers' decision to choose a course at WESET English Center Minimizing negative impact “Tuition group” students' decision choose courses the of on to 4.3.2.1 Solution 1: Improve activities that affect and influence student's course choice behavior Academic interest group “Academic interest group” has the most influence on customers' decision to choose a course with Beta = 0.386, the largest compared to other factors in the model As the situation of economic growth leads to an increase in living standards, people in Ho Chi Minh City want more in the service industry with convenience and many benefits to support them in work and life The center needs to expand and diversify courses in terms of time and method to suit customers in many geographical areas and create maximum conditions for customers to have the best access to their courses such as online learning and time outside office hours To so, WESET English Center needs to focus on conducting market surveys, in order to discover the hidden needs of customers, thereby helping to improve the company's 51 competitiveness in the market and branding for the company Customer groups with different jobs will often have different needs with the course, students who are students will often participate in IELTS courses to understand more knowledge and support their studies Working students will often take more specialized courses to help their business and work From there, arrange courses to suit specific customer groups In addition, the company should further improve the quality of teaching and consulting of the staff, who directly interact with the students, as well as attach more importance to the interests of the learners, as this is an important factor The factors that students consider to have the greatest influence on their study decisions Incorporate fanpage posts, talks about the benefits of IELTS Posting recruitment agencies and units with certificate requirements not only helps to increase interaction on the fanpage, but also helps customers know the requirements of employers to arouse the need to study for certificates Reference group “Reference group” affects the decision to choose a course with a beta coefficient of 0.225, with the third degree of influence It is necessary to train and improve the consulting and persuasion skills of the consultants, making Customers increase their confidence in the quality of training as well as the services provided and the benefits students receive Old students can refer their relatives, friends and colleagues to join the course at the center, so there should always be preferential policies for old students to introduce new students, as well as build trust from them Word-of-mouth will be widely accepted if former students have had good experiences at the center before or know, follow the center's page or the consultant's personal page Consultants should build relationships both online and offline so that their awareness level as well as that of the center is wider Quality and prestige group This is a central factor that is always given top priority, but its influence is only ranked 4th With the strength of having a team of young, friendly, enthusiastic and dynamic employees, the center needs to promote more and offer appropriate employee care policies 52 to retain good employees At the same time, the center's leadership also needs to pay attention in recruiting and training new personnel to create a healthy competition in the organization and make progress at work, which contributes to help the center grow and go up Firstly, in the process of recruiting and training employees, the center needs to be more rigorous In Vietnam, recruiting and training employees is usually quite simple and quick However, the employees will be the ones to directly contact and offer the center's products and services to customers Newly recruited employees should be thoroughly trained in knowledge as well as skills and attitudes - this is an important factor in the service industry, if they not meet the standards, there should be a plan to re-train or re-hire new personnel It is advisable to create opportunities for teachers to have access to new training programs and to acquire new teaching methods so that the training programs of the center are of higher quality and the students' absorption efficiency is higher There should be more policies to support salary for admissions staff, salary and bonus according to target Besides, there is also a clear and strict punishment system for employees to well implement the company culture and improve work efficiency There should be a support system for gas, car and phone costs because this cost is often very large when new employees come to work and there are some employees who are afraid of this issue, in the first month, sometimes there are not many registered students, so staff often not stick with the center in the following time The center should create mass activities in the center to create solidarity among employees, help employees have a close relationship with each other, and work collaboratively more effectively Should increase the commission discount for each class It is necessary to have a close human resource management plan, to monitor the working time of employees in a scientific way so that employees are always aware of their responsibilities and work more effectively In the current trend, the focusing on training and developing a good human resource, focusing on human factors and their working environment will help a company grow stronger Because those will be the core values of the company in a vibrant and fiercely competitive market 53 Communication activity group According to the survey, "Communication group" has the weakest influence on customers' decision to choose a course with Beta = 0.123, the highest rated observed variable in "Communication group" is "I found the course's information through the center's Fanpage" and the lowest is "I found the center's information through searching on Google", so the center needs to continue promoting its promotion on the Internet These means the center's customer group is almost qualified and they access information via the internet every day, so it is easy to understand them through the internet Advertising on social networking sites such as Facebook, Instagram needs to be done more, increasing the frequency of appearance The use of social networking sites is gradually becoming popular among all audiences, this form of advertising has many advantages that the center needs to promote Improving the quality of content and the number of posts on the center's Fanpage, in addition to advertising information, promotions should focus more on posts with practical content such as sharing learning materials, some good lessons and tips on IELTS knowledge to attract the attention of different audiences Sponsor meaningful volunteer activities to help disadvantaged people and also build a responsible image of WESET English Center to the community In addition, the number of students who come to the center also has students who are students Therefore, the company needs to cooperate with universities to participate in seminars, talks, and advice on IELTS to communicate and attract more students to the center This is also considered an effective approach to customers and increases the center's reputation The leadership should focus on the target customer segment of the course, not spread it because the budget is limited and the scale of the center is not really large This helps the center reduce risks and costs in advertising activities of the center Giving a specific and different message for the center's course to impress potential students, besides, it is also necessary to further promote communication through major social networking sites, websites related to the training field of the center On the other hand, it is necessary to associate with schools, educational centers, universities, companies in the field of online, government agencies and digital marketing for the purpose of 54 promoting their image widely, at the same time increase the number of students coming to the center 4.3.2.2 Solution 2: Minimizing the negative impact of "Tuition group" on students' decision to choose courses “Tuition group” is the second weakest influencing factor before “Communication group” that affects the decision to choose a course at WESET English Center However, this factor has an inverse effect on the decision, so the company needs to take measures to reduce this variable as low as possible Although according to current research results, students are satisfied with the center's tuition rates, but in the future with increasing competition, their satisfaction may change Strengthen discount/promotion programs, maintain good incentive policies on special occasions such as: Discounts on tuition fees for early registration and for new students, discounts on birthdays, discounts when registering register in groups, etc to attract students to register Besides, not forget the discount for old students, because old students play a very important role, they have the ability to become loyal students of the center or introduce to friends to study with Adding a policy of giving gifts to students who refer you to the learning center to stimulate more new sources of students, and at the same time show the center's reciprocal affection for students 4.4 Limitations of the topic Firstly, due to time and budget conditions, the sample size of the topic is limited and the research sample is selected by a convenient method, so the collected data may not have high reliability This method is easy to implement and less expensive, but it is a method of low confidence in representativeness Research results will have higher reliability if subsequent studies repeat this study with probability sampling technique Second, the variables in the scale still have repetitions between the elements, which is a waste of time for the researcher and the interviewees Thus, the construction of the scale 55 has not been completed and achieved the expected results The next research direction is to overcome this limitation when building the survey scale and questionnaire Finally, the author believes that the factors influencing the decision to choose a course are constantly changing in today's market conditions Moreover, there may be many other factors that have not been mentioned in this topic The researched factors are the basic factors that affect the students' decision to choose, so further studies can study more contents that affect the decision to choose the course of the students at WESET English Center 56 CHAPTER 5: SELF-EVALUATION During my work in the Marketing department, I had the opportunity to apply the lessons I learned at the university and learn from the real world where I work This is a very precious thing to me After my internship at WESET English Center, I was able to conclude the following things about myself while working: ❖ Strength: - I am very responsible with my work and proactive when working When in trouble, I will tell the people in the team to get help - I am quick to new things and can grasp them, which is very helpful for my work - I am used to the workflow so I can develop it easily ❖ Weakness: - My writings need to be taken care of more with creativity to avoid being boring - Although the previous bugs have improved a lot, they are still there and I should read more to get this fixed - I need to learn more to be able to develop my work in a positive direction as I am still a novice and have little experience ❖ Suggestions for self-improvement: - I need to improve my hard and soft skills such as: communication skills, problem solving skills, leadership skills and time management to work more effectively in the future - I need to learn more knowledge in this field to apply in my work 57 CHAPTER 6: CONCLUSION AND RECOMMENDATIONS Here are the goals of this internship that I was aiming for: - The first goal Try to catch up with a new job with a new role - The second goal Try to complete the assigned tasks on time - The third goal Develop my work with my own creativity As for the goals that I set when I started my internship, I completed them and hit the target for each goal For this internship, I focused my research on the problem of customers choosing an English center based on important factors And thanks to the knowledge that I have learned and the experience in the working process, I know that it is not easy for students to choose a center to study and it needs to be focused So I did a little survey and got my own results And through my research, I hope to be able to help the company to improve the things that are not good Regarding the achievements of the research, I have classified and explained the factors that affect the customer's decision to use the service, which can be factors: Reference group, attitude group, quality and prestige group, learning interest group, tuition fee group, communication working group Besides, I evaluated the influence of each of the above factors on the decision to choose IELTS course at WESET English Center I hope that with the above research results, WESET will have a deeper look, appreciate the importance of each factor in order to have the most effective solutions After this internship, I had the opportunity to work at the company and continue to work when the internship ends The past working process has given me the opportunity to be a small part of the company's communication I feel that I am quite suitable for this job and I will seize the opportunity to work and develop myself here Recommendations for the university: 58 • Firstly, because the internships are held too close together, making it difficult for students to find businesses and complete the report of the previous internship • Secondly, because the epidemic situation is becoming more and more complicated, the school needs to prepare carefully to avoid causing problems for students' health 59 REFERENCES • List of foreign documents Hair & ctg, 1998 Multivariate Data Analysis, Prentice- Hall International, Chapman, D W, 1981 A Model of Student College Choice, Journal of Higher Education Philip Kotler & Sidney J Levy, 1969 Broadening the Concept of Marketing, Journal of marketing 33(1) Kotler P., Wong V., Saunders J., Armstrong G., 2005 Customer-based m- commerce: exploring consumer perception of mobile applications Kotler, 2001 Marketing Management, Millenium Edition Prentice Hall Ajzen I & Fishbein M, 1975 Belief, Attitude, Intetion and Behaviour: An Introductuon to theory and research, Addition - Wesley, Reading, MA Armitage & Conner, 2001, Efficacy of the Theory of Planned Behaviour Ajzen I, 1991 Theory of Planned Behavior, Organizational behavior and Human decision processes D.W.Chapman, 1981 A Model of Student College Choice, Journal of Higher Education Hossler Gallagher, 1987 Studying student college choice: A three-phase model and the implications for policy makers, College and university Carpenter Fleishman, 1987 Linking intentions and behavior: Australian students’ college plans and college attendance, American Educational Research Journal Don Hossler, 1984 Enrollment management: An intergreated approach, College Board Publications, Box 886, New York, NY 10101, 1984 Manski & Wise, 1983 College Choice in America Cambridge, MA: Harvard University Press Lay & Maguire, 1981 Coordinating market and evaluation research on the admission rating process, Research in Higher Education Keling, 2006 Institutional factors attracting students to Malaysian institutions of higher learning, International Review of Business Research Papers 60 Absher & Crawford, 1996 Marketing the community college starts with understanding students’ 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chọn theo học chương trình đào tạo có yếu tố nước ngồi trường Đại học Kinh tế, Đại học Huế, Tạp chí Khoa học - Đại học Huế Đoàn Thị Huế, 2016 Các nhân tố định chọn trung tâm ngoại ngữ sinh viên trường Đại học Nha Trang Nguyễn Thị Ngọc Điệp & Nguyễn Thị Dự, 2018 Nghiên cứu nhân tố tác động đến định lựa chọn học chứng ACCA sinh viên khối ngành kinh tế thành phố Hồ Chí Minh 61 APPENDICES Questionaire Only Vietnamese version BẢNG CÂU HỎI ĐÁNH GIÁ CỦA KHÁCH HÀNG ĐỐI VỚI KHÓA HỌC IELTS TẠI WESET ENGLISH CENTER Xin chào anh/chị, sinh viên trường Đại Học Hoa Sen Hiện nay, thực nghiên cứu khóa IELTS Rất mong anh/chị dành thời gian để trả lời bảng câu hỏi vui lịng ý khơng có ý kiến hay sai, ý kiến anh/chị có giá trị tơi Những đánh giá anh/chị giữ bí mật hồn tồn phục vụ cho mục đích nghiên cứu Rất mong nhận ý kiến trung thực anh/chị Xin chân thành cảm ơn! Anh/ chị tham gia khóa học IELTS Trung tâm Ngoại ngữ - WESET English Center chưa? ☐ Rồi ☐ Chưa (Nếu câu trả lời anh chị chưa xin vui lòng ngừng khảo sát cảm ơn anh/chị tham gia khảo sát) HÀNH VI LỰA CHỌN Anh/chị tham gia khóa học IELTS Trung tâm Ngoại ngữ - WESET English Center? khóa học ☐ – khóa học ☐ > khóa học Anh/chị biết đến khóa học IELTS trung tâm qua nguồn thơng tin nào? (Có thể chọn nhiều phương án) ☐ Kinh nghiệm cá nhân ☐ Nhân viên tư vấn, CTV ☐ Internet (Fanpage, Google…) ☐ Nhân viên tư vấn 62 ☐ Bạn bè/ đồng nghiệp/ người thân ☐ Khác Hình thức tham gia khóa học Trung tâm Ngoại ngữ - WESET English Center anh/chị gì? ☐ Một ☐ Nhóm bạn ☐ Tổ chức, quan ĐÁNH GIÁ CỦA KHÁCH HÀNG ĐỐI VỚI KHÓA HỌC IELTS TẠI TRUNG TÂM NGOẠI NGỮ - WESET ENGLISH CENTER Anh/Chị vui lòng cho biết mức độ đồng ý anh/chị với phát biểu bảng sau: (Đánh dấu “X” vào thích hợp vui lịng khơng để trống) ĐÁNH GIÁ S T T Rất Không không đồng ý Trung Đồng ý lập đồng ý Nhóm tham khảo đồng ý 5 Bạn bè, đồng nghiệp, người thân khun tơi nên đến tham gia khóa học IELTS trung tâm Chuyên viên tư vấn trung tâm có ảnh hưởng đến định tham gia khóa học tơi Nhóm thái độ Rất Khóa học trung tâm phù hợp với sở thích tơi Tơi cảm thấy khóa học phù hợp với lực cá nhân tơi Tơi nghĩ hồn thành tốt khóa học Tơi thấy việc tham gia khóa học khiến tơi bắt kịp xu hướng Nhóm chất lượng uy tín 63 10 11 12 13 14 15 16 17 18 19 20 21 Tôi nghĩ trung tâm có uy tín dịch vụ ơn thi chứng IELTS Tôi thấy tỉ lệ đậu đạt chứng IELTS học viên theo học khóa học cao Tơi thấy dịch vụ chăm sóc khách hàng tốt Nhóm lợi ích học tập 5 5 Địa thời gian tổ chức khóa học thuận tiện với tơi Những khóa học giúp trang bị kiến thức, kỹ năng, chứng cần thiết cho công việc tại/ tương lai tơi Các khóa học cho tơi hội thực hành áp dụng thực tế học tập, cơng việc cao Nhóm học phí Chi phí cho khóa học IELTS phù hợp với Học phí tương đương với chất lượng dịch vụ mang lại Tơi lựa chọn khóa học có chương trình khuyến Nhóm cơng tác truyền thông công ty Tôi thấy thông tin trung tâm qua việc tìm kiếm Google Tơi thấy thơng tin khóa học qua Fanpage trung tâm Tôi thấy hoạt động quảng bá trung tâm buổi hội thảo, tài trợ Tôi thấy thông tin khóa học mạng xã hội chuyên viên tư vấn (Facebook,Zalo, …) Quyết định hành vi Tôi tin việc lựa chọn khóa học trung tâm Tôi tiếp tục sử dụng dịch vụ, khóa học khác trung tâm có nhu cầu 64 22 Tơi giới thiệu khóa học cho bạn bè người thân tham gia THƠNG TIN CHUNG Giới tính ☐ Nam ☐ < 23 tuổi Độ tuổi Thu nhập bình quân tháng? ☐ Nữ ☐ 23 - 35 tuổi ☐ > 35 tuổi ☐ < triệu/tháng ☐ -10 triệu/tháng ☐ - triệu/tháng ☐ > 10 triệu/tháng Cơng việc anh/chị gì? ☐ Sinh viên ☐ Nhân viên văn phịng ☐ Cơng chức, viên chức ☐ Khác:………………… Cảm ơn anh/chị dành thời gian để hồn thành khảo sát tơi Kính chúc anh/chị sức khỏe, thành công hạnh phúc! 65 ... is that the content that I write has the same style and I need to improve this 22 CHAPTER TOPIC: “FACTORS AFFECTING THE BEHAVIOR OF CUSTOMERS CHOOSING COURSES AT WESET ENGLISH CENTER? ?? 4.1 Matter/Issue... Functions and duties of the director: • Establish diplomatic relations to application and enrollment 12 • Organize the decisions that the center makes • Organize the implementation of the center'' s enrollment... Alternatives evaluation Consumers evaluate different products or choose alternative services on the basis of information gathered from a variety of sources The consumer''s evaluation of alternatives