Structure of the Study 0n
This study consists of six chapters:
Chapter 1: Introduction of the company — provides general information about the company and its service.
Chapter 2: Literature Review — gives information about the theoretical background related to the topic and previous studies
Chapter 3: Findings and discussion - presents comprehensive analysis on the data collected, major findings, discussions.
Chapter 4: Recommendations - offers some implications for improvementChapter 5: Implications and conclusion - summarizes the study and indicates the limitations of the study and proposes suggestions for further research. Đoàn Thị Minh Hang - 11191667- Business English 61A
INTRODUCTION OF ISC EDUCATION COMPANY
History of formation and developmen( - ô -ô++s<<<x+sx2 6 1.2 Company functions and duties 20.0.0 eeeeescesteceseeceneeeeeeesaeeeneeeeaees 7 1.3 Company SfTUCfUTC - Ăn TH HH HH re 8 1.4 Education adVISOTY S€TVICC 5 1 SH ngư 9 1.5 The process of study abroad S€TVIC€ - 55s sseersree 9 1.5.1 Customer-seeking DFOC€SS -. Án ngư 10 1.5.2 Procedures for overseas Students .- -c+-cc+<c+ccsse 12 1.5.3 Building collaborative relationships with schools around the „0051
ISC Education company (ISC) is one of the largest study abroad counseling centers in the world It was established in 1993 in Taiwan by ISC Group and Intake, the world's leading educational organization from the UK The company's first office was opened in Taiwan, and in 1998, it opened its first office in Shanghai, China Since then, the ISC system has been constantly expanding and developing. Today, the company has a total of eight offices in Taiwan and 12 offices in China.
In 2000, ISC opened an office in Oxford, UK, and in 2005 and 2008, it opened offices in Vietnam, including Hanoi and Ho Chi Minh City, respectively. Moreover, ISC has also developed a new office system in the Philippines and Nigeria, which were established in 2011 As a result of these expansions, ISC has a global presence with 25 international offices.
ISC's professionalism, creativity, and innovation in study abroad consulting services have made it the market leader in Southeast Asia Over nearly 30 years, ISC has become the first joint venture company in Vietnam to connect students with advanced education opportunities around the world and has developed successful cooperative relationships with partner schools from abroad These partnerships have been recognized and highly appreciated by the partner schools, earning ISC Education company the "Best Study Abroad Consultant" award from the New Zealand Ministry of Education for three consecutive years from 2003 to 2005.
ISC provides dedicated advice to students, helping them make informed choices and achieve their dreams And it's not just study abroad consulting — the company also operates large foreign language schools in Hanoi that offer vocational training courses and management training skills for large corporations such as Vietnam Airlines, Vietcombank, Petrol Vietnam, Vinaphone, and other companies.
No 17, Bui Thi Xuan Street, Nguyen Du Ward, Hai Ba Đoàn Thị Minh Hang - 11191667- Business English 61A mm Trung District, Hanoi City, Vietnam
Hanoi Centre: Ist Floor, 83A Ly Thuong Kiet, Hanoi
Hanoi West Centre: 8th Floor, Daeha Building, 360 Kim Ma, Hanoi
Ho Chi Minh Centre: 5th Floor, 35 Mac Dinh Chi
St Da Kao Ward, District 1, Ho Chi Minh City Telephone (024)39411906 https://www.isc.education/.
ISC Education company is an education advisory service that connects students with overseas education opportunities in English-speaking countries The company aims to provide students with comprehensive consulting services that support them at any level of study Not only that, but ISC also ensures that students have the most favorable learning conditions possible when studying in a foreign country ISC's mission is to connect students worldwide with overseas education opportunities that have the greatest potential to impact their future in a positive way.
ISC Education company provides a wide range of services to students, including:
- Education Counseling: ISC offers guidance to students from secondary education up to tertiary education This includes advice on choosing a university or college, selecting a major, and finding scholarships and financial aid.
- School Application: ISC assists students with the application process for universities and colleges in English-speaking countries They help students prepare their application materials, write their personal statements, and provide guidance on the interview process.
- After-Sale Services: ISC also provides a range of services to students once they have arrived at their destination These services include assistance in finding Đoàn Thị Minh Hang - 11191667- Business English 61A accommodation, booking flights, extending visas, and adjusting to life in a new country.
In summary, ISC Education company provides comprehensive and professional services to support students in pursuing overseas education opportunities With their experienced consultants and personalized services, ISC is committed to helping students achieve their academic goals and have the most rewarding experience possible.
The company has an independent office model for its organizational structure This means that the head of each department is responsible for managing the personnel in their respective office This model provides the company with a more flexible and proactive approach to administrative procedures, as the department heads can make quick and direct decisions depending on different cases without needing to go through the Director.
Currently, ISC is comprised of five main departments: office, consulting, accounting, technical, and marketing These departments work independently most of the time, but they also collaborate with each other when needed to perform common tasks. e The office department is primarily responsible for maintaining relationships with school partners and embassies It also collects information on potential students, which is then passed on to the consulting department. e The consulting department, in turn, provides appropriate advice on studying abroad to the students. e The accounting department, on the other hand, is responsible for inventorying fixed equipment purchases, tracking revenues, making financial statements, monitoring debts, and more. e The technical department operates and designs the company's websites.
Meanwhile, the marketing department focuses on developing the company's social networking sites such as YouTube and Facebook to increase brand awareness.
Overall, the independent office model and the division of labor into various departments enable ISC to provide efficient and quality services to its clients. Đoàn Thị Minh Hang - 11191667- Business English 61A
ISC Education company is an education advisory service that assists students who want to study abroad by connecting them with schools around the world This service is unique because it provides personalized guidance to each individual based on their specific requirements With the help of this service, students can obtain comprehensive information about the country they wish to study in, including its culture, lifestyle, learning environment, and expenses. Armed with this knowledge, students can make informed decisions about where to study.
In addition to assisting students, ISC Education company also benefits overseas schools by providing them with information about prospective students. This information includes their academic level, English proficiency, financial status, and other personal information This allows schools to make informed decisions about whether or not to accept the students.
By bridging the gap between students and schools, ISC Education company plays a vital role in fulfilling the needs of both parties The company acts as a mediator, facilitating communication and understanding between students and schools to ensure that both sides agree to each other's terms.
1.5 The process of study abroad service
THEORETICAL FRAMEWORK cceceôĂ- 14 "hà
Service Quality cece cee
Quality is a crucial factor that consumers consider when evaluating an offer. According to Solomon (2009, p 413), quality is one of the key aspects that consumers look for in a product or service In fact, Kotler et al (2007) define quality as the sum of a product's or service's features and qualities that have an impact on its capacity to meet explicit or implicit demands This implies that quality is not limited to just one aspect of a product or service but is a combination of various elements that contribute towards fulfilling the needs of the consumers.
Moreover, the concept of quality is closely linked to the value of an offer, which can evoke either satisfaction or dissatisfaction on the part of the user The idea of service quality, as defined by Parasuraman (1988), is the difference between customer expectations and perceptions of service In other words, it is the variance between what a customer expects from a service and what they receive. Measuring service quality in this manner is a valid approach that can help management identify gaps in their service offerings.
Thus, it is evident that quality and service are intertwined, and measuring service quality is an essential aspect of understanding the quality of an offer By identifying the gaps in the service offering, management can work to improve the quality of the service and ultimately enhance the overall value proposition for the consumer.
2.3.2 Methods for measuring service quality
In the case of physical commodities, quality may be determined by inspecting the items A product's quality can be assessed using a variety of methods, including visual examination, testing, and quality control techniques. Quality control can be utilized to ensure that only high-quality products are distributed to clients by checking requirements and rejecting faulty goods Due to the unique characteristics of services, such as intangibility or inseparability, service quality cannot be measured in the same ways as physical product quality.
17 Đoàn Thị Minh Hang - 11191667- Business English 61A
Unlike tangible goods, services cannot be examined before they are delivered to the customer Instead, service quality is assessed by the customer through their experience of the service.
To evaluate service quality, customers compare expected service quality to perceived quality when they receive it This means that service providers must meet or exceed their customers’ expectations in order to deliver high-quality service In order to ensure that service quality is consistently high, there are mainly two methods for measuring service quality: gap analysis and service performance measures. e Gap analysis
The gap analysis model of service quality was developed by Parasuraman,
A et al in 1985 The model indicates that customer perception of quality is influenced by a series of five distinct gaps, which are outlined below:
Gap | 1s the difference between what customers anticipate and management perception This gap is caused by a lack of proper market research and upward communication This disparity might be addressed by implementing appropriate research initiatives to better understand client wants and needs and enhancing the communications network This could be quantified using the SERVQUAL scale and comparing management and customer scores.
Gap 2: There is a discrepancy between management perspective and service quality specifications This gap exists in service organizations for a variety of reasons, including a lack of management commitment to service quality and ineffective service leadership Gap is possible to close it by standardizing the service delivery process and establishing appropriate organizational goals.
Gap 3 is the difference between service quality specifications and service delivery The third gap is caused by inconsistencies in real service delivery, which occurs when service providers or personnel fail to execute at the level required by management It is the result of inefficient recruiting, a lack of appropriate incentives and motives, and other factors This gap might be closed by providing suitable support systems for employees, as well as a stronger human resource management system, among other things.
18 Đoàn Thị Minh Hang - 11191667- Business English 61A
Gap 4 - Gap between service delivery and external communication The discrepancy between service delivery and external communication happens as a result of overstated claims or inefficient customer communication, which raises consumer expectations An efficient and effective communication system can help to decrease this gap.
Gap 5 - The difference between expected and perceived quality This disparity emerges as a result of differences in customer service expectations and perceptions It may be addressed by defining, measuring, and monitoring consumer expectations and perceptions using marketing strategies and marketing research methods effectively. e Service performance measures
An alternative to using gap theory methodology for measuring service quality is the service performance measures The two types of performance measures can be used under this method.
- Soft measures of service quality Soft measures are those that cannot be easily noticed and must be gathered through conversations with customers, workers, or others. e Surveys of customer satisfaction: Individual or corporate consumers may be requested to assess their specific and overall opinion of service delivery using this approach A questionnaire or interview schedule might be used for this In addition, focus group interviews and other market research methodologies might be used for this purpose. e Internal performance analysis: Employee surveys are used in this strategy to determine customer impression of the quality of service provided on certain dimensions Moreover, feedback from quality circles, performance assessment reports, customer retention percentages, and so on give information to monitor service quality Employee surveys are used in this strategy to determine customer impression of the quality of service provided on certain dimensions Moreover, feedback from quality circles, performance assessment reports, customer retention percentages, and so on give information to monitor service quality.
- Hard measures of service quality This technique comprises qualities and actions that may be counted, timed, or quantified by audits For example, such measures
19 Đoàn Thị Minh Hang - 11191667- Business English 61A may include waiting for a bank to update the pass book, the time it takes to issue a demand draft, the delay in clearing and crediting a customer-deposited check, and so on.
The SERVQUAL model of Parasuraman (1988) is a framework for measuring service quality and customer satisfaction According to Parasuraman, Service quality cannot be cannot be assessed in general, but rather depends on the customer's impression of that service Several variables influence this perception. These are the factors:
Reliability is defined as the capacity to provide the promised service consistently and precisely In the broadest sense, dependability refers to service businesses' claims on delivery, service offerings, issue resolution, and price. Consumers like to do business with companies who keep their commitments As a result, it is a key factor in the customer's opinion of service quality and loyalty As a consequence, service providers must be mindful of their customers’ expectations of dependability In the case of educational counseling services, the dependability dimension includes regularity, complaint handling, keeping clients informed, consistency, protocols, and so on.
Responsiveness is the willingness to assist clients and to provide prompt service This dimension focuses on the attitude and responsiveness to client requests, inquiries, complaints, and difficulties It also emphasizes the employees' or staff's timeliness, presence, professional devotion, and so forth It is based on the amount of time clients wait for support, replies to inquiries, and so on The circumstances of responsiveness may be enhanced by regularly observing the service delivery process and staff’ attitudes toward client demands.