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 TOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTER TOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTER 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 TOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTER TOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTER 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 2022 11 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 TOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTER TOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTER 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 TOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTER TOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTER • 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 TOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTER TOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTER 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 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TOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTER TOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTER Absher & Crawford, 1996 Marketing the community college starts with understanding students’ perspectives, Community College Review N Gregory Mankiw, 2012 Macroeconomics, Eighth Edition • List of documents in Vietnamese Hoàng Trọng Chu Nguyễn Mộng Ngọc, 2008 Phân tích liệu nghiên cứu với SPSS, ĐH Kinh tế thành phố Hồ Chí Minh, NXB Hồng Đức 1Nguyễn Đình Thọ, 2011 Phương pháp nghiên cứu khoa học kinh doanh thiết kế thực hiện, NXB ĐH Quốc gia TP Hồ Chí Minh Philip Kotler, 2003 Marketing Management, NXB Thống kê PSG.TS Nguyễn Văn Thanh, 2008 Marketing dịch vụ, Trường Đại học Bách khoa Hà Nội Vietnamnet.vn, 2018 Link: https://vietnamnet.vn/dung-nham-lan-dich-vu-giao-duc-voi-giao-duc-la-dich-vu454703.html Truy cập lần cuối 24/6/2022 Hiệp hội Marketing Hoa Kỳ Link: https://andrews.edu.vn/hanh-vi-tieu-dung-cua-khach-hang-bi-anh-huong-%20boinhung-yeu-to-nao/ Truy cập lần cuối vào 24/6/2022 PGS.TS Nguyễn Văn Phát & TS Nguyễn Thị Minh Hòa, 2015 Giáo trình Marketing bản, Trường Đại học Kinh tế - Đại học Huế Phan Thị Thanh Thủy & Nguyễn Thị Minh Hòa, 2017 Các nhân tố ảnh hưởng đến định lựa 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 TOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTER TOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTER 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 lòng 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? ☐ Chưa ☐ Rồi (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 TOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTER TOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTER ☐ 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 khuyên 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 TOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTER TOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTER 10 11 12 13 14 15 16 17 18 19 20 21 Tơi nghĩ trung tâm có uy tín dịch vụ ôn 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 tơi trang bị kiến thức, kỹ năng, chứng cần thiết cho công việc tại/ tương lai Các khóa học cho tơi hội thực hành áp dụng thực tế học tập, công việc cao Nhóm học phí Chi phí cho khóa học IELTS phù hợp với tơi Học phí tương đương với chất lượng dịch vụ mang lại Tơi lựa chọn khóa học có chương trình khuyến Nhóm cơng tác truyền thơng công ty Tôi thấy thông tin trung tâm qua việc tìm kiếm Google Tơi thấy thơng tin khóa học qua Fanpage trung tâm Tơi thấy hoạt động quảng bá trung tâm buổi hội thảo, tài trợ Tơi thấy thơng 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 tơi Tôi tiếp tục sử dụng dịch vụ, khóa học khác trung tâm có nhu cầu 64 TOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTER TOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTERTOPIC.ACTORS.AFFECTING.THE.BEHAVIOR.OF.CUSTOMERS.CHOOSING.COURSES.AT.WESET.ENGLISH.CENTER