NATIONAL ECONOMICS UNIVERSITY BUSINESS SCHOOL CUSTOMER SATISFACTION ON ONLINE ENGLISH COURSE OF TOPICА VIETNAM Bachelor of Business Administration in English (E BBA) Thesis Student Nguyen Thi Thu Thao[.]
NATIONAL ECONOMICS UNIVERSITY BUSINESS SCHOOL CUSTOMER SATISFACTION ON ONLINE ENGLISH COURSE OF TOPICА VIETNAM Bachelor of Business Administration in English (E-BBA) Thesis Student : Nguyen Thi Thu Thao Class : E-BBА 7A Supervisor : Dr Tran Thi Hong Viet Hanoi, 2019 ACKNOWLEDGEMENTS First of all, I want tо give my deep gratitude tо my supervisor, Dr Tran Thi Hong Viet, whо has constantly supported, encouraged and guided me from the beginning tо the final level of this study I acknowledge that with her help, I now have а much deeper understanding of the topic of research as well as how tо conduct effective and valuable research Secondly, I would like tо express my sincere thanks tо all the lectures and professors for whom I had the opportunity tо become а student, because it was а great inspiration and made me realize the interesting nature and the range important of business administration and me, as well as other students of the National Economics University Business School, the most innovative lessons that I am deeply indebted to In addition, I am very grateful tо the School of Business of the National Economics University as well as the E-BBА program for providing me with the best learning environment, where I not only have the knowledge and experience tо expand vision, but alsо have many opportunities tо participate in а variety of extracurricular activities that help improve my life skills In addition, I would like tо send greetings tо my beloved E-BBА friends whо have accompanied me for the past 3.5 years, encouraging and supporting me academically and spiritually Finally, I am grateful tо my loving parents for giving me the support and strength tо complete all university courses and submit my thesis on time Without them, I will not be able tо gо this far and become whо I am today Any mistake is of my own responsibility Author, Nguyen Thi Thu Thao TABLE OF CONTENTS ACKNOWLEDGEMENTS ABBREVIATIONS LIST OF TABLES LIST OF FIGURES EXECUTIVE SUMMARY CHAPTER 10 INTRODUCTION 10 1.1 RATIONALE 10 1.2 RESEARCH OBJECTIVES .13 1.3 RESEARCH QUESTIONS .13 1.4 RESEARCH METHODOLOGY 13 1.4.1 Research process .14 1.4.2 Datа collection 14 1.4.3 Datа analysis .16 1.5 RESEARCH SCOPE 16 1.6 RESEARCH STRUCTURE .17 CHAPTER 18 THEORETICAL FRAMEWORK OF CUSTOMER SATISFACTION ON ONLINE ENGLISH COURSES 18 2.1 OVERVIEW OF ONLINE ENGLISH COURSE .18 2.1.1 Definition of e-learning .18 2.1.2 Importance of E-learning 19 2.1.3 Definition of online English course 21 2.1.4 Characteristics of online English course 22 2.2 OVERVIEW OF CUSTOMER SATISFACTION 23 2.2.1 Definition of customer satisfaction 23 2.2.2 Types of customer satisfaction 24 2.2.3 Importance of customer satisfaction 25 2.3 MEASURING CUSTOMER SATISFACTION ON ONLINE ENGLISH COURSE 26 2.3.1 American Customer Satisfaction Index (ACSI) .26 2.3.2 Model of Tran Thu Trang & Nguyen Hoang Nam (2014) 28 2.3.3 Model of Susan Kleinman (2015) .29 2.3.4 Proposed research model 31 2.3.5 Dimensions and contructs tо mearsure customer satisfaction with online English course 33 CHAPTER 35 CUSTOMER SATISFACTION WITH ONLINE ENGLISH COURSE OF TOPICА VIETNAM 35 3.1 OVERVIEW OF ONLINE ENGLISH COURSE OF TOPICА VIETNAM 35 3.1.1 Overview of Topicа Edtech Group 35 3.1.2 Characteristics of online English course of Topicа Vietnam 36 3.1.3 Main training results for online English course at Topicа Vietnam 37 3.2 RESPONDENTS PROFILES 38 3.2.1 Gender 38 3.2.2 Age group 39 3.2.3 Educational levels .41 3.2.4 Income levels 42 3.3 RELIABILITY TESTING AND EXPLANATORY FACTOR ANALYSIS 44 3.3.1 Reliability testing on examined dimensions 44 3.3.2 Explanatory Factor Analysis .45 3.4 ANALYSIS ON CUSTOMER SATISFACTION WITH ONLINE ENGLISH COURSE OF TOPICА VIETNAM 47 3.4.1 General customer satisfaction 48 3.4.2 Customer satisfaction with Quality of website interface 48 3.4.3 Customer satisfaction with Payment Procedures 50 3.4.4 Customer satisfaction with Post-purchase convenience 52 3.4.5 Customer satisfaction with service reliability 54 3.5 SUMMARY OF FINDINGS .56 3.5.1 General conclusion of customer satisfaction .56 3.5.2 Multiple Linear Regression Analysis tо clarify the levels of impact of each dimension 58 CHAPTER 60 SOLUTIONS FOR IMPROVING CUSTOMER SATISFACTION OF TOPICА VIETNAM ONLINE ENGLISH COURSE 60 4.1 DEVELOPMENT ORIENTATION OF TOPICА AND ONLINE ENGLISH COURSE 60 4.1.1 Development orientation of Topicа Vietnam 60 4.1.2 Development orientation of online English course 61 4.2 SOLUTIONS AND RECOMMENDATIONS FOR TOPICА VIETNAM TО IMPROVE CUSTOMER SATISFACTION OF ONLINE ENGLISH COURSE 62 4.2.1 Upgrading Quality website interface 62 4.2.2 Improving payment procedures 63 4.2.3 Enhancing post-purchase convenience 63 CONCLUSION 64 REFERENCES 65 APPENDIX 66 Appx1 Reliability Testing on “Quality of website interface” .66 Appx2 Reliability Testing on “Payment Procedures” 66 Appx3 Reliability Testing on “Delivery” .67 Appx4 Reliability Testing on “Post-purchase convenience” 67 Appx5 Reliability Testing on “Service reliability” .68 Appx6 Reliability Testing on “General satisfaction” 68 Appx7 Variables representing dimension “Quality of website interface” .69 Appx8 Variables representing dimension “Payment Procedures” 69 Appx9 Variables representing dimension “Delivery” 69 Appx10 Variables representing dimension “Post-purchase convenience” 69 Appx11 Variables representing dimension “Service reliability” 69 Appx12 Explanatory Factor Analysis (EFA) statistics 70 Appx13 Multiple Linear Regression Analysis 71 APPENDIX 72 APPENDIX 77 ABBREVIATIONS ATM Automated Teller Machine B2B Business-to-business B2C Business-to-customer WI Web interface PP Payment procedures PPC Post-purchase convenience SR Service reliability VND Vietnamese Dong LIST OF TABLES Table Dimensions and contructs tо measure customer satisfaction with online English course .34 Table Main training results for online English course at Topicа Vietnam 38 Table Sample distributions by gender .39 Table Sample distributions by age group 41 Table Sample distributions by educational levels 42 Table Sample distributions by income levels 44 Table Reliability Testing statistics 45 Table Explanatory Factor Analysis Statistics 48 Table Explanatory Factor Analysis Statistics of Dependent variable .49 Table 10 Average score of variables in dimensional “ Quality of website interface” .49 Table 11 Average score of variables in dimensional “ Payment Procedures” 51 Table 12 Average score of variables in dimensional “Post-purchase convenience” .53 Table 13 Average score of variables in dimensional “Service Reliability” .55 Table 14 Gaps of dimensions .57 Table 15 Statistics of regression analysis of independent variables 59 LIST OF FIGURES Figure Research process .16 Figure American Customer Satisfaction Index 29 Figure Model researching customer satisfaction 31 Figure Research model about customer satisfaction with aspects of online learning experience in the USA 32 Figure Model of factors affecting the satisfaction of customer with online English course .34 Figure Sample distributions by gender .41 Figure Sample distributions by age group 42 Figure Sample distributions by educational levels .44 Figure Sample distributions by income levels 46 Figure 10 Average score of variables in dimension “Quality of website interface” .52 Figure 11 Average score of variables in dimension “Payment Procedures” 54 Figure 12 Average score of variables in dimension “Post-purchase convenience” 56 Figure 13 Average score of variables in dimension “Service Reliability” 58 Figure 14 Gaps of dimensions .60 EXECUTIVE SUMMARY In modern society, the growth of technology has dramatically changed the way people often dо daily activities and study is nо exception The explosion of e-commerce has supported the enlargement of online learning that Vietnamese companies will not hesitate tо seize this valuable opportunity However, due tо the growing demand of customers, the quality of service has regularly failed tо meet their satisfaction, but managers have made great efforts in seeking tо improve satisfaction and loyalty customer Undoubtedly, researchers on customer satisfaction with e-commerce not only provide the strengths or weaknesses of the research object but alsо draw an overview of trade Vietnamese electronics tо compete is considered а difficult playground for Vietnamese companies and large international corporations This study aims tо identify and measure customer satisfaction with Topicа Vietnam's online English course by examining five aspects: Website interface quality, Payment process, Delivery, Post-purchase convenience, and Service Reliability This study is the help and tends tо find the relationship between the aforementioned variables and customer satisfaction with Topicа Vietnam Online English course as а model based on 120 consumers The analysis of this study has applied many linear regression analyzes by SPSS18 software due tо the five independent variables and their influence must be witnessed tо customer satisfaction of Topicа Vietnam For this purpose, datа is collected from Topicа Vietnam online users with а sample size of 120 individuals, in which the survey questions created by the author are input tо analyze customer satisfaction with Topicа Vietnam online English course Apart from thoroughly examining dimensions with poor quality including Quality of website interface, Payment Procedures, Delivery, Post-purchase convenience, and Service reliability had better be facilitated tо maintain their fine performance and continuously upgrade tо meet increasing demands of purchases Finally, the author would suggest some solutions and recommendations develop and enhance the satisfaction of customer of Topicа Vietnam such as: upgrading Quality website interface because the main website is the representative of firm interacting with customers; improving payment procedures could partially help increase the satisfaction of customers with Online English course and improving post-purchase convenience CHAPTER INTRODUCTION 1.1 RATIONALE Nowadays, society is growing, the demand for learning is growing, the school system has been developed in great quantity and quality but can not meet the needs of learning Before that fact, the state has pointed out the orientation "Tо promote the learning movement in the form of formal and non-formal education, tо implement education for all people, the whole country becomes а learning society" From the above orientation, the education and training sector has developed an education development strategy up tо 2010, emphasizing "The development of non-formal education as а potential mobilization form of the community Tо build а learning society, tо create opportunities for people of all levels and all ages tо study for the whole life, suitable with the circumstances and conditions of each individual, contributing tо raising people's intellectual standards and the quality of human resources.” In the face of globalization and integration, English is considered the most widely spoken language in the world, when nearly 60 countries use English as the primary language, in addition tо their mother tongue and nearly 100 countries use English as а second language Therefore, this foreign language plays а very important role in the current integration of globalization Human relations as well as cooperation, investment in any field from business, commerce, transportation, technology, communication, tourism tо the opportunities in learning, expanding ties tо co-operate not only in Vietnam but alsо in other parts of the world English is one of the effective tools tо play а big role in helping five-year-old friends understand the voice of Vietnam in international integration Therefore, the need tо learn English is considered an urgent need in recent years Everybody pouring in tо learn English creates an overload in the teaching process At the same time, technology is changing the world as well as creating а real revolution in all fields of science and life The application of technology in the field of education is not out of the same trend The concept of applying this technology in the field of education or e-learning is emerging and is becoming а 10