How to make learners continue to register higher-level courses at an English center? - The case of Wall Street English
Abstract
The research paper‟s main purpose is analyzing the important factors that determine the consumers repurchase intention, demonstrating the relationship between these variables in the case of Wall Street English. Repeat customers are fundamental to the end-goal of every business, i.e. to make a positive, sustainable financial return. So it is necessary to conduct the study about the customer repurchase intention of service.
The main results of this study were based on the theory of planned behavior and general structural equation model of customer repurchase intention in the related studies including Service quality, Price perception, Sales promotion & Advertising, Social influence, and Expected switching cost. Some related theories, researches and the model applied for this paper would be explained in the literature review.
To conduct this research paper, the main method used is quantitative approach with 270 valid responses collected from learners at Wall Street English centers in Ho Chi Minh City. The qualitative research would be conducted to support the hypotheses for the quantitative research. The statistical analysis is then used to prove the research hypotheses.
Discussion and recommendation part is the final chapter of the resarch. The discussion basing on the data analysis and managerial implications of the results are proposed. Despite of some limitations of the study came from the accuracy of data or some other errors, this study still came up with the conclusion that brings the useful analyzed information for the organization to improve their customer repurchase intention rates.
Keywords: English program service, repurchase intention, service quality, expected switching cost.