| dc.description.abstract | In recent years, the need of intercontinental communications is increasing mushroomingly. It cannot deny that English has strongly successed in setting its foot in every walk of life and become the second language that every single country is following to make international connections with others, which plays an inconvertible role in exchanging of cultures and trades from country to country. As a result of high demand of teaching and learning English, plenty of English Centers are boomingly born to meet the current market need including government-owned and private firms. What is more, customers are staying in front of huge options in term of which center would be the best for themselves and fix with their pocket. Equally importantly, the changes from the first center to others always make most of company‟s headache in keeping their customers stay stable with them. The main objective of this study is to access the five factors that impact neither directly nor indirectly on customer retention in English Centers.
Data was collected from 350 customers in Saigon American English Center-one of new-born firm in Ho Chi Minh City but only 300 were valid to analyze through questionnaires. The techniques of analysis used in this study are descriptive (mean, standard deviation), reliability analysis (Cronbach‟s Alpha), factor analysis (KMO, Bartlett‟s test), and regression analysis (hypotheses test). Customer retention formulae were used to measure and quantify the relationship between five factors service quality(SQ), customer satisfaction(CS), corporate image(CI), switching costs(SW), perceived value(PV) and customer retention(CR). The final findings of the thesis are expressed carefully in details and actually bring many advantages to Saigon American English Center further marketing strategies in terms of turning existing customers to loyal ones in the center.
Key words: Saigon American English Center, service quality, customer satisfaction, corporate image, switching costs, perceived value, customer retention, Ho Chi Minh City. | en_US |
