ACCESSING CUSTOMER SATISFACTION AS A COMMUNICATION …

ACCESSING CUSTOMER SATISFACTION AS A

COMMUNICATION QUALITY OF

INTERNTATIONAL UNIVERSITY STUDENTS IN

IELTS TRAINING CENTERS IN HO CHI MINH

CITY VIETNAM

By

Tran Nguyen Dang Vinh

ID no. 009200800025

A thesis presented to Faculty of Communication President University in partial

fulfillment of the requirement for Bachelor Degree in Communication Major in

Public Relations

December 2011

THESIS ADVISOR

RECOMMENDATION LETTER

This thesis entitled “Accessing customer satisfaction as communication quality

of international university students in IELTS training centers in Ho Chi Minh

City, Vietnam” prepared and submitted by Tran Nguyen Dang Vinh in partial

fulfillment of the requirement for the degree of Bachelor in the Faculty of

Communication has been reviewed and found to have satisfied the requirement

for a thesis fir to be examined. I therefore recommend this thesis for Oral

Defense

Cikarang, Indonesia, 5 December, 2011

Mr. Raudy Gathmyr

DECLARATION OF ORIGINALLY

I declare that this thesis entitled “Accessing customer satisfaction as

communication quality of international university students in IELTS training

centers in Ho Chi Minh City, Vietnam” is, to the best of my knowledge and

belief, an original piece of work that has not been submitted, either in whole or

in part, to another university to obtain a degree

Cikarang, Indonesia, 5 December, 2011

Tran Nguyen Dang Vinh

ABSTRACT

English is being perceived as an International language that has been spoken by people

all over the world for various purposes. In the trend of globalization, the demand of

studying foreign language has been risen in Vietnam as well as in other developing

countries.

Hence, English Training Centers have a chance to turn into promising business that

created the appearance of many centers for training, particularly for IELTS

(International English Language Testing System) in Ho Chi Minh City (HCMC). This

social phenomenal has made students, who have desire to reach this language standard,

difficult to allocate the accreditation of the centers. This paper is aimed to evaluate the

level of customer satisfaction of students taking courses in three biggest English

Training Centers in Ho Chi Minh City such as ACET, British Council and SET

education. For this purpose, the tool of in-depth interview with these center managers

and questionnaires for students are used to ensure the quality of research data to bring

valid outcome for publics.

This paper will evaluate the customer satisfaction of students to show the accreditation

of mentioned centers as the recommendation for other students for their academic

purpose.

TABLE OF CONTENT

INTRODUCTION ................................................................................................... 7

1.1 BACKGROUND OF THE STUDY ....................................................................... 7

1.2 PROBLEM IDENTIFICATION ........................................................................... 7

1.3 STATEMENT OF PROBLEM ............................................................................. 8

1.4 RESEARCH OBJECTIVES ................................................................................. 9

1.5 SIGNIFICANCE OF THE RESEARCH .............................................................. 9

1.6 THERIOTICAL FRAMEWORK ......................................................................... 9

Figure 1.1: Model to measure Customer Satisfaction ............................................... 10

1.7 SCOPE AND LIMITION OF THE STUDY ....................................................... 10

1.7.1 By topic: ........................................................................................................ 10

1.7.3 Limitation ...................................................................................................... 11

1.8 DEFINITION OF TERMS .................................................................................. 11

1.9 PROPOSED STRUCTURE................................................................................. 11

LITERATURE REVIEW ...................................................................................... 12

2.1 INTERNATIONAL ENGLISH LANGUAGE TESTING SYSTEM (IELTS) .. 12

2.1.1 Introduction .................................................................................................. 12

2.1.2 IELTS Training Market in Ho Chi Minh City................................................ 14

2.2 CONCEPTS & MODEL...................................................................................... 16

2.2.1 Customer Satisfaction (CS) .......................................................................... 16

2.2.2 EQUALS STANDARDS - International accreditation of quality in language

learning and teaching ..................................................................................................... 16

2.2.3 NEAS STANDARDS – Quality Assurance in English Language Teaching

(ELT) 19

RESEARCH METHODOLOGY .......................................................................... 21

3.1 METHODOLOGY .............................................................................................. 21

Figure 1.1: Research Methodology ................................................................................ 21

3.2 RESEARCH METHODOLOGY ........................................................................ 22

3.2.1 Qualitative method: In-depth Interview ...................................................... 22

3.2.2 Quantitative method ..................................................................................... 22

DATA ANALYSIS & RESULTS .......................................................................... 24

4.1 SAMPLE DEMOGRAPHIC ............................................................................... 24

4.2 FINDINGS ........................................................................................................... 25

CONCLUSION AND RECOMMENDATION ................................................... 41

5.1 CONCLUSION .................................................................................................... 41

5.2 RECOMENDATION .......................................................................................... 42

REFERENCES ...................................................................................................... 45

APENDIX .............................................................................................................. 46

SURVEY ................................................................................................................ 46

TESTING ............................................................................................................... 52

IN-DEPT INTERVIEW REPORTS ........................................................................ 71

CHAPTER I

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

Nowadays, English is used popularly all over the world. People speak English as a

common language. They communicate, do business and even study in English. Globalization

motivates us exchange and cooperate more and this language is seen the perfect bridge to help

people work and enjoy the life together.

English and studying English are also widely developed in Vietnam. The Vietnamese

youth learn English due to its necessary for their career. They get information from English

website, read news and books in English. The number of students in international schools and

universities rises dramatically. Furthermore, parents have strong demands on their children to

have a better future by letting them acquire knowledge in the most used language in the

world.

The appearance more frequently of English Training centers has satisfied students’

demand in improving English skill. Time and facilities at school are not enough for them to

study. They need to spend more efforts and fee to master that second language. Not only

acquiring skill, students can participating International Exam which certify their ability in

using English after finishing the course as well. Therefore, TOEFL and IELTS, two program

training student’s skill for test are very popular at these centers.

International English Language Testing System (IELTS) is the world’s proven English

test. Over 1.4 million candidates take the test each year to start their journeys into

international education and employment. Vietnamese now are accustomed to this test because

it is internationally recognized. More people studying IELTS result in the development in this

market for academic organizations. However, IELTS Training center should understand

customer’s idea about their service quality carefully to bring benefits for student and

themselves.

1.2 PROBLEM IDENTIFICATION

The young population is a good condition attracting foreign organizations to Vietnam.

Our workers need to equip basic knowledge and English using ability to get a good job. In the

past, when there were other more important subjects. School did not pay attention and built a

good curriculum for English teaching. Following to the chance of world and the development

of Economic, universities suggest students study English and get certification by themselves.

The lack of time, financial budget and study investment take them a lot of efforts. Students

need to think and compare carefully to find the best center for them.

Many students upgrade their English level by going to English center. The demand is

increasing because of the requirement for graduation from universities. They must have

English certification as a condition to graduate. They have no chance to test the quality of

language schools before studying in order to evaluate quality of them for customer‘s choice as

well as data for marketing strategy of IELTS center. We conduct this research to examine

student’s idea about their customer satisfaction toward service quality of IELTS Training

Center where they studied. Prospective student can rely on the result for their future study

considering.

Additionally, IELTS is one of two most popular English degrees in the world. Almost

all English-speaking countries accept IELTS for living and studying there. Student must

absolutely arrange to join in this test after studying IELTS course in language center. The

number of people study in IELTS Training Centers increases day by day which results in the

rise of these language centers. These centers have different competitive advantages to

compete in this potential market such as price, curriculum, teachers and services. However,

people register to IELTS Training centers base on their brand name. Although the fact that

many students learning in center get high results, others can not satisfy schools requirement.

1.3 STATEMENT OF PROBLEM

This research is about determining “CUSTOMER SATISFACTION IN IELTS

TRAINING CENTERS” because the student wants to find out the core criteria influencing

outcome satisfaction of customer in order to helpEnglishcenters realize what they have done

and have not done for customers, as well as determining the factors influencing customer

satisfaction.

This research aim to answer some listed questions here:

- How much the satisfaction level of students in IELTS Training Center?

- What are the strengths and weaknesses of service quality in these centers?

- What should be done to improve customer satisfaction and service quality?

1.4 RESEARCH OBJECTIVES

The purposes of this research are to:

- For student studying IELTS: the paper provides more information in making

decision process. They can choose the center which will be appropriate with their ability.

- For IELTS Training center: the paper provides them customer responses so that they

can adjust their service better to bring more benefit for student.

1.5 SIGNIFICANCE OF THE RESEARCH

� For IELTS Training Center, the findings and results provide a more reliable

scientific perspective from customer about their quality.

� For student from international institutions, the results can help them have more

information to choose the suitable center for their study.

1.6 THERIOTICAL FRAMEWORK

Based on theory about consumer behavior, there are some models applied to ensuring quality

of English Training Centers. This thesis uses the standards which are related to services

provided by center to satisfy customer satisfaction. These 13 dimensions are suggested by

manager of three IELTS Training Centers which be chosen to research in the thesis from BC,

ACET and SET EDUCATION

No Standard EAQUALS NEAS

1 Teacher � �

2 Teaching methods �

3 Curriculum � �

4 Textbooks and materials � �

5 Library and equipment in library � �

6 Consulting services in and out course �

7 Entertainment and outdoors activities � �

8 Staffs �

9 Teaching Tools

10 Facilities (Class, furniture, etc)

11 Hygiene quality ( WC, floor, class area)

12 The center’s adjustment towards

student’s comments

13 Overall

Table 2.5 : Requirement Standards at IELTS Training Centers

Moreover, respondents were

studying IELTS training at center so that researcher can suggest some recommendation for

centers to improve their service satisfying customer.

Figure 1

1.7 SCOPE AND LIMITION OF THE STUDY

1.7.1 By topic: Students in International schools and universities

1.7.2 By space: Ho Chi Minh city

� �

Facilities (Class, furniture, etc) � �

Hygiene quality ( WC, floor, class area) � �

The center’s adjustment towards �

Table 2.5 : Requirement Standards at IELTS Training Centers

Moreover, respondents were also asked some questions about their evaluation in


centers to improve their service satisfying customer.

1.1: Model to measure Customer Satisfaction

AND LIMITION OF THE STUDY

Students in International schools and universities

Ho Chi Minh city

about their evaluation in


1.7.3 Limitation: The study attempts to examine the current satisfaction level of

students in International schools and universities who need IELTS for studying-

abroad aim or graduation in Ho Chi Minh city. It cannot representative for all

customers throughout Vietnam.

1.8 DEFINITION OF TERMS

- IELTS: International English Language Test System

- EQUALS STANDARDS - International accreditation of quality in language learning

and teaching

- NEAS Australia : National ELT Accreditation Scheme Australia

- BC: British Council

- ACET: Australian Center for Education and Training

- SET education: Service for Education Consultancy and Training

1.9 PROPOSED STRUCTURE

CHAPTER I: INTRODUCTION looks at the reasons and factors the initiated

the research work. It describes the general background of the research, research problem and

objectives, theoretical framework, scope and limitations which are expected from the research

work and give the overview about the structure of this study.

CHAPTER II: LITERATURE REVIEW providesintroduction about

ecotourism. Thetheoretical

frameworkisalsopresentedinthischapteraswellashypothesesbasedontheresearchquestions.

CHAPTER III: METHODOLOGYdetailstheresearchmethodology design,

research proceduresanddataanalysis.Chapter3alsogivesdetailsofthe questionnaire items and

thedevelopmentofthe survey. Also, thestatistical

proceduresoftheSPSSprogramsusedintheresearchareprovidedand discussed.

CHAPTER I V :DATAANALYSIS AND

RESULTSprovidestheresultsoftheanalysisofthedatacollectedthroughthemain

surveys,including descriptive statistics onthedemographics ofthe respondents.

Thevalidityandreliabilityoftheconstructsofinterestarealsoassessed,followedbyan

analysisofthedata andthe results ofthetestedproposedmodel toanswertheresearchquestion and

hypotheses.

CHAPTER VI: CONCLUSION AND RECOMMENDATION

providestheconclusionsfromthefindings

ofthisresearchproject,basedontheresearchquestionsandhypotheses andlimitationsoftheresearch.

Lastly,the recommendationsforfurtherresearchareprovided.

CHAPTER II

LITERATURE REVIEW

2.1 INTERNATIONAL ENGLISH LANGUAGE TESTING SYSTEM (IELTS)

2.1.1 Introduction

IELTS is the world’s proven English certificate testing English language proficiency.

Over 1.4 million candidates take the test each year for their job or education ambition. This

certificate is recognized by more than 6000 institutions in over 135 countries. The quality and

security of IELTS is truth because it is managed by three reputable, international

organizations: British Council, IDP: IELTS Australia and the University of Cambridge

ESOL Examinations (Cambridge ESOL).

IELTS tests all four language skills – listening, reading, writing and speaking. The

Speaking test is a face-to-face interview with a certified Examiner. It is interactive and as

close to a real-life situation as a test can get. Depending on the test takers’ demand such as

study, work or migrate, they can take two types of test: Academic or General Training.

Figure 2.1: IELTS test format

In order to get the IELTS certificate, test takers must register at the IELTS

center to joining the exam. They also have to practice at home or go to training center to know

the form of IELTS test before testing day. There is no pass or fail in IELTS. Candidates are

graded on their performance in the test, using scores from 1 to 9 for each part of the test –

Listening, Reading, Writing and Speaking. The results from the four parts then produce an

Overall Band Score.

Table 2.1: IELTS Band Score (IELTS | Institutions - IELTS band scores)

BAND Evaluation User

9 Expert has fully operational command of the language: appropriate,

accurate and fluent with complete understanding.

8: Very good

has fully operational command of the language with only

occasional unsystematic inaccuracies and inappropriacies.

Misunderstandings may occur in unfamiliar situations. Handles

complex detailed argumentation well.

7 Good

has operational command of the language, though with

occasional inaccuracies, inappropriacies and misunderstandings

in some situations. Generally handles complex language well

and understands detailed reasoning.

6 Competent

has generally effective command of the language despite some

inaccuracies, inappropriacies and misunderstandings. Can use

and understand fairly complex language, particularly in familiar

situations.

5 Modest

has partial command of the language, coping with overall

meaning in most situations, though is likely to make many

mistakes. Should be able to handle basic communication in own

field.

4 Limited

basic competence is limited to familiar situations. Has frequent

problems in understanding and expression. Is not able to use

complex language.

3 Extremely

limited

conveys and understands only general meaning in very familiar

situations. Frequent breakdowns in communication occur.

2 Intermittent

no real communication is possible except for the most basic

information using isolated words or short formulae in familiar

situations and to meet immediate needs.

1 Non-user essentially has no ability to use the language beyond possibly a

few isolated words.

0 Did not attempt

the test

No assessable information provided.

2.1.2 IELTS Training Market in Ho Chi Minh City

The demand of IETLS test takers increases year by year that motivates the expansion

of IELTS training market in Viet Nam. Although some students can practice by their self,

others choose to study at IELTS training centers where they can improve their English skills

as well as do be familiar with the test structure.

The number of IELTS Training centers in Ho Chi Minh City is very high due to

student’s demand. Not only foreign but also domestic organizations start up their business in

IELTS training field. Students have many choices depending on their academic and financial

ability.

Table 2.2: IELTS Training Centers in Ho Chi Minh City

No Center

1 Center Information

-A partnership between IDP Education

Australia and UTS Insearch, two

international organizations

in education and training.

- Venue:

+ 63 Ngo ThoiNhiem, Dist. 3

+ 187 Vo ThiSau, District. 3

2 Course Information

IELTS Preparation Course

(100 hours)

3 Number of centers 2

4 Number of IELTS course 1

5 IELTS class per day 3

6 Total class per year 30

7 Students per class 14

8 Total Student per year 240

9 Fee 13.870.000

10 Total Revenue (estimate) 6.102.800.000VNĐ

A partnership between IDP Education

Australia and UTS Insearch, two

international organizations specializing

in education and training.

63 Ngo ThoiNhiem, Dist. 3

Vo ThiSau, District. 3

-The United Kingdom’s international

organization for cultural relations and

educational opportunities. English and IELTS

Training is one part of BC activities at

Vietnam.

- Venue: 25 Le Duan Street

ion Course IELTS Preparation Course ( 2 level)

(60 hours/ course)

1

2

6

20 - 30

12

240 – 360

8.800.000

VNĐ 2.112.000.000 – 3.168.000.000VNĐ

The United Kingdom’s international

organization for cultural relations and

educational opportunities. English and IELTS

activities at

- Services for Education and Consultant

Training company provide IETLS Training

Course as adding services for customers.

-Venue: 115 Dang Dung, Tan Dinh ward,

District 1

-IELTS Foundation Focus, IELTS Skills and

Strategies, IELTS Practices and Test

(50 hours/course)

2

3

9

20-30

20

400 - 600

3.850.000

1.540.000.000 – 2.310.000.000 VNĐ

2.2 CONCEPTS & MODEL

2.2.1 Customer Satisfaction (CS)

Customer satisfaction is very important to a business because customers will use the

product or service again if their need or want are satisfied. Organizations try to increase

customer satisfaction every time at all case to win customer loyalty and market share. When

the customer satisfaction rises, companies’ market share will have directly effect, which leads

to improved profits, positive recommendation, lower marketing expenditures (Reichheld,

1996; Heskett et al., 1997).

Many companies and organizations conduct researching about customer satisfaction

and adapt business strategy to satisfy the customers. It has been the focus of marketing

research, theory and practice across many industries. Therefore, we can understand

satisfaction through some definitions as follows:

- “Customer satisfaction is the extent to which a product’s perceived performance

matches a buyer’s expectation” as (2008) Kotler and Armstrong demonstrated

(p.13).

- Schiffman and Kanuk (2004) found that “Customer satisfaction is the individual’s

perception of the performance of the product or service in relation to his or her

expectations” (p14).

- According to Oliver (1997) “ customer satisfaction as is a judgment that a product

or service feature, or the product or service itself, provided (or is providing) a

pleasurable level of consumption-related fulfillment”

- Dimitriades and Olorunniwo (2006) posited that customer satisfaction increases

customer loyalty, influences repurchase intentions and leads to positive word-of-

mouth.

2.2.2 EQUALS STANDARDS - International accreditation of quality in

language learning and teaching

A. Introduction

EAQUALS is a European association of language training providers. It is the only

international association of language school that has a formal inspection scheme to verify the

quality offered by its accredited members. The organization created and published a

demanding set of criteria for membership. All language teaching institutions must achieve the

standards to get promotion and guarantee quality from EQUALS.

B. International accreditation of quality in language learning and teaching(Evaluation

& Accreditation of Quality in Language Services, 2010)

According to Matheidesz (2010), EAQUALS looks at institutions in global picture

such as evaluating supports for learning and the level of teaching. The standard is established

by the international teams of inspectors who are language teachers and have experience both

in academic and general management. 50 key assessment criteria belonging to 12 main areas

are the main requirement for language institution which want to meet EQUALS standards.

Teaching

+ Approach and content

+ Teaching methods

+ Course participants’ needs and learning

Academic management – Curriculum and

Syllabus

+ A structured course of study

+ Levels that refer to the CEFR

+ Learning objectives that are adapted to

learners’ needs

+ Statements of content to be covered in a

course and during a certain period

Academic management – Assessment and

Certification

+ Placement testing

+ assessment of progress and achievement

+ external exams and test

+ reports, certificates and diplomas

Academic management – Quality Assurance

+ System and procedures for lesson

observation

+ Support and guidance for teachers

+ Coherence between outcomes of class

observations and internal training

+ Professional development review of

teaching staff

+ Other procedures for quality assurance

Academic Resources Other services to course participants

Availability and organization of:

+ Course books, software, reference

materials and/or student library

+ Supplementary materials produced in-

house

+ Hardware: OHPs, audio & video/DVD

equipment, computers, access to the

internet etc.

+ Fair dealing between the institution and

course participants

+ Advice and consultation

+ Leisure and social programs

+ Course participant’s welfare

+ accommodation services: residential and

home-stay

Staff contracts, terms and conditions

+ contracts

+ term and conditions

Qualifications, experience and training

+ competence, experience and qualification

of teachers

+ administrative and academic staff profile

+ training and professional development

Communications

+ Clear academic management systems

+ Procedure for internal communication

between staff and managers

+ information available to staff about the

institution

+ grievance and disciplinary procedures

+ performance review for managers and

admin staff

Information

Completeness and accuracy; clarity and

accessibility

+ all promotional materials

+ all contractual information

+ information about EAQUALS and the

correct use of the EAQUALS logo and

charters

Premises

+ teaching and study facilities

+ other facilities

+ hygiene

+ health and safety

+ welfare

Management and administration

+ legality and integrity

+ fair dealing between the institution and

its clients

+ management processes

+ course organization and administration

+ enrolment and placement administration

+ quality assurance procedure

+ complaints

+ client feedback

Table 2.3: EAQUALS assessment criteria and standards in language learning and teaching

2.2.3 NEAS STANDARDS – Quality Assurance in English Language Teaching

(ELT)

A. Introduction

NEAS is an Australian organization which has been providing quality assurance and

accreditation services in English language teaching since 1990.NEAS aim to establish and

uphold high standards of educational service provision in English language teaching. NEAS

also aims to develop quality in service provision of ELT centers by taking a professional

development role in the ELT sector.

B. Standards and criteria for English Teaching Centers (National ELT Accreditation

Schemes [ NEAS], 2010)

The accreditation system includes eight standards underpinning quality service

delivery. In order to gain and maintain NEAS accreditation, ELT centers are required to

comply will all standards listed below:

Management and Administration

+ Organizational goals

+Senior Management

+ Staff organization

+ Employment conditions

+ Channels of communication

+ Financial management

+ Quality Assurance

Premises

+ Secure tenure

+ Health and safety of occupants

+ Designated areas

+ Classrooms and additional study areas

+ Teacher dedicated areas

+ Student common areas

+ Administration areas

Specialist Staff

+ Academic management

+ Teachers

+Teacher professional development

+ Counseling staff

Student Services

+ Information and orientation

+ Accommodation

+Social and recreational activities

+ Student attendance

English Language Programs and

Assessment

+ Program Delivery

+ Program Design

+ Program documentation

+ Assessment procedures

+ Pre-Program assessment

+ Formative assessment

+ Summative assessment

+ Review and evaluation

Educational Resources and Equipment

+ Educational resources

+ Teacher reference resources

+ Equipment

+ Review, development and evaluation

+ Copy right

Promotion and Student Recruitment

+ Promotional material

+ Pre-enrolment information

+ Formalization of enrolment

+ Education agents

Younger Students

+ Care for student aged 12 or under

+ Care for students under 18

+ Specialist staff

+ Accommodation

Table 2.4: NEAS Assessment criteria and standards

Two systems above are used in some centers in Australia (NEAS) and Europe

countries to ensure the quality of English Training Centers. Centers which follow criteria and

standards will provide high quality in service. Moreover, if they are certified by two

organizations, they will get marketing supporting to attract more students.

3.1 METHODOLOGY

3.1.1 Data collection includes both primary and secondary data.

+ Secondary data is available in the website, industry reports, and newspapers.

+ Primary data is collected through questionnaires approached directly at the objects

location as well as from interviews with professors and students who got high IELTS score.

Both qualitative and quantitative method of data collection

qualitative data is favor since it creates a better and more accurate picture of the research

project.

3.1.2 Sample size: 300 (Comrey

3.1.3 Sampling Method:

easiest to recruit for the study. Responses for the research are easy to approach at

libraries of International Universities (IU, RMIT, SIU, CIE, RafflesSaigontech) and

IELTS Training Centers in Ho Chi Minh City.

CHAPTER III

RESEARCH METHODOLOGY

Data collection includes both primary and secondary data.

data is available in the website, industry reports, and newspapers.

collected through questionnaires approached directly at the objects


Both qualitative and quantitative method of data collection are used to support each other, but

favor since it creates a better and more accurate picture of the research

Figure 1.1: Research Methodology

300 (Comrey & Lee, 1992)

Sampling Method: Convenience sampling method is selected because it is

est to recruit for the study. Responses for the research are easy to approach at


IELTS Training Centers in Ho Chi Minh City.

data is available in the website, industry reports, and newspapers.

collected through questionnaires approached directly at the objects


used to support each other, but

favor since it creates a better and more accurate picture of the research

Convenience sampling method is selected because it is

est to recruit for the study. Responses for the research are easy to approach at


3.2 RESEARCH METHODOLOGY

3.2.1 Qualitative method: In-depth Interview

The primary data is collected by survey and in-depth interview with three managers in IELTS

Training Centers in Ho Chi Minh city, Vietnam.

* Objectives:

- To understand how the manager think about customer satisfaction of students, how

satisfying customer are important to them and what key standards are applied in their

Centers to satisfy students.

- To know the intention of centers in serving customer

* Procedure: In order to collect qualitative data, three managers of three IELTS Training

Centers are invited to conduct an in-depth interview. They are:

- Ms. Nguyen Vu Dan Ha, English Program Manager, SET EDUCATION

- Mr. Le XuanBinh, IELTS Business Development Manager, British Council English

Training Center (BC).

- Mr. Nguyen TrongTuyen, Student Counseling and Service Manager, Australia Center of

English Training (ACET)

3.2.2 Quantitative method

Questionnaire is designed most simply for respondents to answer the questions easily by

using simple language so that data can be collected effectively. Structure of questionnaire is

designed consistently to follow the evaluation of customers, avoid their confused on

answering and get more information about heir consumer behavior when studying in IELTS

Training Centers. Students are requested to share their ideas about their consumer behavior in

choosing centers, satisfaction towards centers and some demographic information.

About 383 surveys were delivered to Students in International School and universities in

HCMC to collect quantitative data. The 300 qualified answers analyzed after that.

Likert scaling is used to obtain the respondents evaluation of the question about customer

satisfaction. This is the most popular form of attitude scale due to its ease for researcher to

prepare and simple for consumers to answer. Respondents are required to check the number

corresponding to the level of “very dissatisfied” to “very satisfied”. The numerical values

assigned to each response in this research would be:

5 = Very satisfied

4 = satisfied

3 = No idea

2 = dissatisfied

1 = very dissatisfied

CHAPTER IV

DATA ANALYSIS & RESULTS

4.1 SAMPLE DEMOGRAPHIC

Demographic questions are asked to profile respondents and identify characteristic of

students in International universities in choosing IELTS Training Centers. It is also helpful in

comparing subgroups to see how opinions vary between these groups.

Among 450 questionnaires delivered, we collected 387 results. In which, there are 300

respondents who are study IELTS in 3 objective centers of the research. Other 87 surveys are

evaluated by students practicing IELTS at home by themselves.

Sample distribution between men and women is unequal, where male accounts for

34% while female occupies 66% of the sample. There are 178 students (59%) who are Ho

Chi Minh city citizens whereas 122 students (41%) come from other provinces.

Students from six international universities and institutions in HCMC were invited to

be respondents. RMIT, IU and Raffles have more students studying IELTS than others.

Reason may due to the sooner establishment of these three universities. There are less IELTS

trainers in UEF, CIE and Saigontech. Moreover, UEF as well as CIE and Saigontech have

many twinning programs with American partners. Students there can choose TOEFL to study.

4.2 FINDINGS

Finding 1:Freshmen and samephore

After delivering 450

result, we have three groups of learners who have studying IELTS at centers to prepare for the

test: Master students ( 2%), students at the last two year ( 39%) and the biggest group

occupying 59% - students at the first two year.

We can realize that the first two year is more chosen time when student spend to

practice IELTS . Some students intend to study abroad in this time, others need IELTS

requirement to transfer. Figure

year 1 and year 2 according to origin and major.

Figure 4.2: Origin of students

- Among these 59% of students, 50% are student living in Ho Chi Minh City,

the rest come from other provinces. It proves that both group of students in HCMC and other

provinces have demand on studying IELTS

50%50%

HCM student

student from other provinces

Freshmen and samephore are the main group studying the IELTS exam.

Figure 4.1: Level of students

questionaires, 300 surveys were collected. According to the



students at the first two year.



requirement to transfer. Figure 4.2 and 4.3 represents classification for group of students in

year 1 and year 2 according to origin and major.

2: Origin of students Figure4. 3: Major of students

Among these 59% of students, 50% are student living in Ho Chi Minh City,

rest come from other provinces. It proves that both group of students in HCMC and other

provinces have demand on studying IELTS

Year 1, 2

59%

Year 3, 4

39%

Master

2%

50%

student from other provinces

83%

4%13%

Economics Society, Art Technology

the IELTS exam.

questionaires, 300 surveys were collected. According to the





represents classification for group of students in

3: Major of students

Among these 59% of students, 50% are student living in Ho Chi Minh City,

rest come from other provinces. It proves that both group of students in HCMC and other

Technology

- 83% students in this group are studying Economics or Business . This data

shows that IELTS is very neccesary to business studen

The in-depth interview with manager also gives some insight of executive about

training objects of centers. In their opinion, there are a lot of students, especially business

students come to center to improve skill for test.

- “ The main target market o

universities in Ho Chi Minh City. Some students are freshmen and they need IELTS to

study abroad as soon as possible. There are still final year student who need IELTS for their

graduation”. Said, Ms. Dan Ha

- “ Nearly all learners from international universities come to ACET is

business students. Some are in twinning program and they need degree for transfer. Some

intend to study abroad right after they take the exam”. Said, Mr. TrongTuyen

Finding 2:Recommendation from f

for students but brand name influences

In oder to find information about IELTS Training Centers, 82% of learners ask friends

and relatives for recommendation. It proves that a

provide enough information as they should do for students. ( See Figure 4

Figure

Internet & Newspaper

Advertising at University

Recommendations from relatives and friends

83% students in this group are studying Economics or Business . This data

shows that IELTS is very neccesary to business students

depth interview with manager also gives some insight of executive about


students come to center to improve skill for test.

“ The main target market of SET Education is students from many



Ha

ll learners from international universities come to ACET is



Recommendation from friends and relatives provide center’s information

name influences more on their decision making.


and relatives for recommendation. It proves that advertising, Internet and Newspaper does not

provide enough information as they should do for students. ( See Figure 4.4)

Figure 4.4: Information channels to attract IELTS learners

15%

3%

82%

Internet & Newspaper

Advertising at University

Recommendations from relatives and friends

83% students in this group are studying Economics or Business . This data

depth interview with manager also gives some insight of executive about


f SET Education is students from many



ll learners from international universities come to ACET is



riends and relatives provide center’s information


dvertising, Internet and Newspaper does not

4: Information channels to attract IELTS learners

However, after knowing IELTS centers, students have tendency to choose base on center’s

brand name. Figure 4.5 shows that 44

to the brand. Only 16% of student in the group continue to believe relatives a

suggestion.

Figure 4.5: Reasons for choosing IELTS Training Centers.

-“Students often ask their friends when they need to find center for practicing IELTS

skills. They also consider these recommendations

an important role. British Council is proud to say that we are center with strong brand name

in IELTS practicing market”. Said, Mr. XuanBinh

The survey summary conducted at ACET last December show that 82.42%

students joining the research learn about ACET from friends and relatives

recommendations from them also affect

of respondents. Furthermore

attracted 38.5% of learners to ACET at that time.

The role of brand in English Training Centers is the same as other services

it is less tangible and various

Keller (2008) that Branding will help service organization identify meaning to the different

services as well as address variability and intangibility problem.


5 shows that 44% of the 82% decide to study at any centers according

to the brand. Only 16% of student in the group continue to believe relatives a

5: Reasons for choosing IELTS Training Centers.

“Students often ask their friends when they need to find center for practicing IELTS

these recommendations to choose but the brand of center still play


in IELTS practicing market”. Said, Mr. XuanBinh

conducted at ACET last December show that 82.42%

students joining the research learn about ACET from friends and relatives

recommendations from them also affect student’s decision to come to ACET with 47.88%

Furthermore, the brand of center about reputation for quality teachi

attracted 38.5% of learners to ACET at that time.

The role of brand in English Training Centers is the same as other services

in quality depending on the particular person. As suggested by

nding will help service organization identify meaning to the different

services as well as address variability and intangibility problem.

16%

17%

23%

44%

Advices from relatives and friends

The fee is ok

The curriculum is ok

Center's brand


the 82% decide to study at any centers according

to the brand. Only 16% of student in the group continue to believe relatives and friends’

5: Reasons for choosing IELTS Training Centers.

“Students often ask their friends when they need to find center for practicing IELTS

to choose but the brand of center still play


conducted at ACET last December show that 82.42% of ACET

students joining the research learn about ACET from friends and relatives. The

student’s decision to come to ACET with 47.88%

, the brand of center about reputation for quality teaching

The role of brand in English Training Centers is the same as other services, because

in quality depending on the particular person. As suggested by

nding will help service organization identify meaning to the different

Finding 3:Students must get 6.5 score if they want to study abroad or finish their

bachelor program.

Figure

A striking point is that almost every students from International universities aim to

get score 6.5 or higher with 97% of 300 learners. Some students also think 5

enough for them but the percentage is not much, just 3%.We can see from the figure

that, studying abroad is the popular reason of people who target 6.5 score and higher when

they practice IELTS skills. 67% of

4.8)

Figure 4.7: Aim for study

According to Mr.TrongTuyen from ACET, Vietnamese students invest a lot of time

and effort to achieve high IELTS result. In the past, 5 or 6 score can be accepted in many

school or enough for students to apply for scholarship. However, they target a higher

when requirement of organizations become stricter now. 6.5

41%

4%

for studying abroad

requirement for graduation

preparing for job

Students must get 6.5 score if they want to study abroad or finish their

Figure 4.6: Desired score of students


get score 6.5 or higher with 97% of 300 learners. Some students also think 5

enough for them but the percentage is not much, just 3%.We can see from the figure


they practice IELTS skills. 67% of this group comes to center in the evening.

7: Aim for study Figure 4.8: Time for study

TrongTuyen from ACET, Vietnamese students invest a lot of time

high IELTS result. In the past, 5 or 6 score can be accepted in many

school or enough for students to apply for scholarship. However, they target a higher

when requirement of organizations become stricter now. 6.5 Score or more are new target of

3%

97%

5 -6 > 6.5

55%

for studying abroad

requirement for graduation

15%

67%

Morning Afternoon

Students must get 6.5 score if they want to study abroad or finish their


get score 6.5 or higher with 97% of 300 learners. Some students also think 5-6 score is

enough for them but the percentage is not much, just 3%.We can see from the figure 4.7


to center in the evening. (see figure

8: Time for study

TrongTuyen from ACET, Vietnamese students invest a lot of time

high IELTS result. In the past, 5 or 6 score can be accepted in many

school or enough for students to apply for scholarship. However, they target a higher score

or more are new target of

18%

Evening

them.

Finding 4: Many students

based on the brand name.

Figure 4.

224 learners at three IELTS center have taken the test already. 79 % of these

examinee attained the desired score or better. This fact is borne out when we look at figure

4.9.

Figure 4.10: Reason for choosing by satisfied students

Looking at the figure

factor students consider when they choose center, occupied by 51% of learners. Moreover,

51%

Many students, who have achieved the desired score

4.9: Satisfaction about result of students



10: Reason for choosing by satisfied students

Looking at the figure 4.10, we can see that center’s brand is still the


Satisfied

79%

Dissatisfied

21%

10%4%

35%

51%

Advices from relatives and friends

The fee is ok

The curriculum is ok

Center's brand

who have achieved the desired score, choose center



10, we can see that center’s brand is still the most important


35% believe on the curriculum

Figure 4.

One thing that clearly stands out is

learners who satisfied with the result, 40 % for every centers.

The result indicate that IELTS Training Centers sho

brand name. As the opinion of Mr. TrongTuyen: “strong brand name will help more people

know about our center. Learners will prefer the center which has already trained students

getting high score”

35% believe on the curriculum quality when they register for IELTS course.

4.11: Center of students satisfying with the result

One thing that clearly stands out is that ACET and BC have the same percentage of

learners who satisfied with the result, 40 % for every centers.

The result indicate that IELTS Training Centers should focus on building strong



40%

40%

20%

ACET BC SET Education

they register for IELTS course.

11: Center of students satisfying with the result

ACET and BC have the same percentage of

uld focus on building strong



Finding 5:Students in HCMC have higher level in customer satisfaction than students

from other provinces.

Independent one sample T

between two groups of students

with hypothesis stating.

H0: There is no difference in overall satisfaction mean between two groups

The result of the t-test are displayed in Table 1 (references chapter). The difference in

the means of 3.68 anh 3.56 with standard deviation .047 and .068

students from other provinces on satisfied level is significant.

So, the hypothesis stating is rejected, which means that there is difference in overall

satisfaction mean between two groups and more detailed, students who are living i

have higher satisfaction level than others.

Figure 4.12: Satisfaction Level of

HCMC students

It is true to say that students who come from other provinces

customer satisfaction than HCMC students. There are 62% and 44% of people have overall

satisfaction with centers for HCMC students and students from other provinces respectively.

3%

30%

62%

5%

HCM students

Dissatisfied No idea

Satisfied Very satisfied

HCMC have higher level in customer satisfaction than students

Independent one sample T-Test is conducted to compare the overall satisfactory level

between two groups of students (from HCMC and other provinces) throughout assumption

There is no difference in overall satisfaction mean between two groups

test are displayed in Table 1 (references chapter). The difference in

the means of 3.68 anh 3.56 with standard deviation .047 and .068 for HCMC students and

students from other provinces on satisfied level is significant.


satisfaction mean between two groups and more detailed, students who are living i

have higher satisfaction level than others.

12: Satisfaction Level of Figure 4.13: Satisfaction Level of

HCMC students non – HCMC students

It is true to say that students who come from other provinces have lower level of



HCM students

No idea

Very satisfied

7%

40%44%

9%

Student from other provinces

Dissatisfied No idea

Satisfied Very satisfied

HCMC have higher level in customer satisfaction than students

conducted to compare the overall satisfactory level

HCMC and other provinces) throughout assumption

There is no difference in overall satisfaction mean between two groups

test are displayed in Table 1 (references chapter). The difference in

for HCMC students and


satisfaction mean between two groups and more detailed, students who are living in HCMC

13: Satisfaction Level of

HCMC students

have lower level of



40%

Student from other provinces

No idea

Very satisfied

Figure 4.14: Satisfaction and expense

expenseof HCMC students

Learners who has expense less than 1,000,000 VNĐ/ per month is the group has

highest level of satisfaction in both area. It is interesting to see that 100% students who pay

least from other provinces satisfy with center they have studied.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

<

1,000,000

VNÐ

1,000,000

-

2,000,000

2,000,000

Satisfied Dissatisfied

Satisfaction and expense Figure 4.15: Satisfaction and

of students from other provinces



least from other provinces satisfy with center they have studied.

>

2,000,000

Dissatisfied

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

<

1,000,000

VNÐ

1,000,000

-

2,000,000

2,000,000

Satisfied Dissatisfied

15: Satisfaction and

of students from other provinces



>

2,000,000

Dissatisfied

Finding 6: The overall satisfaction of customers in SET Education is higher than BC

and SET Education.

Among 61.4% respondents who are

figure 4.16 that there are more learners

than ACET and BC. It can be seen from the bar char that 66% of students in SET Education

is generally satisfied with th

respondent from ACET.

Figure 4.16: Overall satisfaction of learners in three centers

Students in Ho Chi Minh city seem always have higher level of customer satisfaction

than another. Moreover, approximately 60% of students who being satisfied in ACET and

BC are living in HCM city. Surprisingly, just 10% of learners in SET Education are from

other provinces ( see figure 4.

The major of satisfied learners in SET Education is also more diversi

others. People from all major from Business, Society, Art and also Technology in this center

like the service provided here ( see figure

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

The overall satisfaction of customers in SET Education is higher than BC

respondents who are satisfied with the center, we can see from the

16 that there are more learners who are happy with the service in SET

ACET and BC. It can be seen from the bar char that 66% of students in SET Education

is generally satisfied with the center compared with 62 % of BC learners and 58% of

16: Overall satisfaction of learners in three centers


approximately 60% of students who being satisfied in ACET and

. Surprisingly, just 10% of learners in SET Education are from

4.17).

The major of satisfied learners in SET Education is also more diversi


like the service provided here ( see figure 4.18)

Overall satisfaction

Satisfied and more

No idea

Dissatisfied

The overall satisfaction of customers in SET Education is higher than BC

satisfied with the center, we can see from the

happy with the service in SET Education

ACET and BC. It can be seen from the bar char that 66% of students in SET Education

e center compared with 62 % of BC learners and 58% of

16: Overall satisfaction of learners in three centers


approximately 60% of students who being satisfied in ACET and

. Surprisingly, just 10% of learners in SET Education are from

The major of satisfied learners in SET Education is also more diversified than the


Figure 4.17: Origin of satisfied students

According to Ms. Dan Ha, students in SET Education are studying in many major

because our programs focus on training tips in the exam very much. The time is convenient

and the fee is acceptable for all kind of students. Many learners feel satisfied with the result

after taking the test.

“Students must take placement test if they want to study in ACET. The timetable is

very strict and the fee is quite high compared with other centers. Therefore some students do

not happy with ACET at the beginning. However, after th

with the knowledge and skills trained by ACET teachers who are recruited carefully”. Said,

Mr. TrongTuyen.

0%10%20%30%40%50%60%70%80%90%

100%

17: Origin of satisfied students Figure 4. 18: Major of satisfied students

to Ms. Dan Ha, students in SET Education are studying in many major

focus on training tips in the exam very much. The time is convenient




not happy with ACET at the beginning. However, after the course, they will feel satisfied


student from

other provinces

HCM student

0%10%20%

30%40%50%

60%70%80%

90%100%

18: Major of satisfied students

to Ms. Dan Ha, students in SET Education are studying in many majors

focus on training tips in the exam very much. The time is convenient




e course, they will feel satisfied


Technology

Society, Art

Economics

Finding 7: Students are satisfied with Hygiene standard of all three centers most,

the entertainments activities in IELTS Training Centers does not make them happy

Figure 4.19: Customer Satisfaction Level of Students

It can be illustrated from the bar chart that Hygiene is most satisfied standard in

general with over 70% people. The inside class standards and premise groups get better

comments from customer than

relaxation at centers so that this is standards get

(See figure 4.19)

Figure 4.20:Hygiene Standard

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0%

20%

40%

60%

80%

100%

tudents are satisfied with Hygiene standard of all three centers most,


19: Customer Satisfaction Level of Students



comments from customer than outside class standards. There are not many activities f

at centers so that this is standards getting lowest level satisfaction of customers.

20:Hygiene Standard Figure 4.21: Entertainment standard

Satisfied

No idea

0%

20%

40%

60%

80%

100%

tudents are satisfied with Hygiene standard of all three centers most, but




class standards. There are not many activities for

lowest level satisfaction of customers.

21: Entertainment standard

Dissatisfied

Satisfied

Very satisfied

Satisfied

No idea

Dissatisfied

Very

dissatisfied

Figure 4.20 shows the difference customer’s opinion about

centers. Learners from ACET and SET Education are more satisfied than BC.

Figure 4.21 illustrate customers’ comment about entertainment activities in center.

BC is the only center which entertainment activities impress student an

satisfaction level from them (3.5

SET Education are not satisfied much with relaxing activities there.

-“Premise standards include teaching tools, facilities and hygiene are now the sa

as all centers. All student service

for students to study. In BC, we build competitive advantage in teaching and curriculum”.

Said, Mr. XuanBinh.

Finding 8:Consulting service is recommended by half

Figure 4.22: Improvements suggested by students to improve satisfaction

It is clear that “Providing consulting service” is recommended most by students.

55% of total population compared with 23% suggestio

The service which helps student can practice better by receiving consulting service about

skills, tips from centers is the one they like most. ( See figure

55%

Improving Teaching method

Providing Consulting service

20 shows the difference customer’s opinion about Hygiene standard in three


21 illustrate customers’ comment about entertainment activities in center.

BC is the only center which entertainment activities impress student an

(3.5 % very satisfy very much and 31.6% satisfy

not satisfied much with relaxing activities there.

“Premise standards include teaching tools, facilities and hygiene are now the sa

as all centers. All student service departments can create a good and friendly environment

, we build competitive advantage in teaching and curriculum”.

Consulting service is recommended by half of students in order to make

them satisfied more

22: Improvements suggested by students to improve satisfaction


55% of total population compared with 23% suggestion for “Upgrading Library Quality”.


skills, tips from centers is the one they like most. ( See figure 4.22)

20%

23%55%

2%

Improving Teaching method Upgrading Library Quality

Providing Consulting service Others

Hygiene standard in three


21 illustrate customers’ comment about entertainment activities in center.

BC is the only center which entertainment activities impress student and get highest

% very satisfy very much and 31.6% satisfy). Learners in

“Premise standards include teaching tools, facilities and hygiene are now the same

can create a good and friendly environment

, we build competitive advantage in teaching and curriculum”.

of students in order to make

22: Improvements suggested by students to improve satisfaction


n for “Upgrading Library Quality”.


Figure 4.23: Suggestions for consulting service

The illustration from figure

and internet because it is convenient. However, centers should consider more the method by

inviting students who get high score to come back and help current student improve IELTS

skill. More than 50% of students choose this recommendation.

100% students who target to take 5

afternoon is the most chosen time of learners who

“BC is always interested in improving service quality to help learners satisfy with

our center. We usually add book and material

headphone, computer in high quality. The staffs are also trai

communicate well with students”. Said, Mr.

Ms. Dan Ha expresses

is feedback for students from lecturers. Students can ask for mock test at Student Serv

Table and submit again. Teacher will check and give them comments later

45%

55%

Via Phone & Internet

Inviting students getting high score to be

tutors

23: Suggestions for consulting service Figure 4.24: Target Score and Time

for consulting

The illustration from figure 4.23 shows that learners ask for consulting via phone


high score to come back and help current student improve IELTS

skill. More than 50% of students choose this recommendation.

100% students who target to take 5-6 score come to center in the morning whereas

afternoon is the most chosen time of learners who want to get 6.5 score.


our center. We usually add book and material sources for training as well as upgrade

headphone, computer in high quality. The staffs are also trained every year to help them

communicate well with students”. Said, Mr. XuanBinh.

es the consulting service applied in her center in recent time. It

is feedback for students from lecturers. Students can ask for mock test at Student Serv

Table and submit again. Teacher will check and give them comments later.

45%


0%

20%

40%

60%

80%

100%

24: Target Score and Time

23 shows that learners ask for consulting via phone


high score to come back and help current student improve IELTS

6 score come to center in the morning whereas


for training as well as upgrade

ned every year to help them

the consulting service applied in her center in recent time. It

is feedback for students from lecturers. Students can ask for mock test at Student Service

7 - 8

6.5

5 -6

Finding 9:it is possible to

DucDistrict.

83% respondent suggests center should be open more branch to help them study

more convenient. The center which has good location such as near home or near university

of students will help them reduce time and effort when going to school.

Figure 4.25: Location for more branch suggested by students

Among these 83%, 86% of learners recommend Thu Duc as the area which their

center should consider to open more

dormitories resulting the large number of youth can be seen as main reason. Phu My Hung

and District 2 are also suggested but the percentage is not high. ( See figure

Thu Duc Branch

20%

58%

22%

No Yes - Saturday Yes

it is possible to open more branches in some crowded area like Thu


convenient. The center which has good location such as near home or near university

of students will help them reduce time and effort when going to school.

25: Location for more branch suggested by students


center should consider to open more branches. The appearance of lots of universities and


District 2 are also suggested but the percentage is not high. ( See figure 4.

86%

12%

2%

Thu Duc Branch Phu My Hung Branch Dist 2 Branch

Yes - Sunday

25%

46%

29%

Discount if student pay early

Discount for student studying the same class in Uni

Discount if student pay "full package"

open more branches in some crowded area like Thu


convenient. The center which has good location such as near home or near university

25: Location for more branch suggested by students


. The appearance of lots of universities and


4.25)

Discount for student studying the same class in Uni

Discount if student pay "full package"

Figure 4.26: Suggestion for

Looking that the figure 26, we can see that more than a half of students

suggested to open branch in Thu Duc area want centers to have class on Saturday. They also

prefer discount for student studying the same class in university to discount if student pay

early. It seems that they find it difficult

come to center together with their friends. ( see figure 27).

Thu Duc area is also

TrongTuyen : “ We plan to open more branch in future . The Thu Duc Universities Village

can be the next location because of the huge number of student there”.

Finding 10: Students who succeed in taking IELTS exam think that more practice test

will be the good way to improve Teaching method whereas the unsuccessful one prefer

Using internet to increase interaction between instructor and learners

Figure 4.28: Suggestion for improving teaching method

As can be seen from the bar chart, nearly 70 % of students w

reckon that practicing sample test is the good way to help examinee be acquainted with real

test and successful. On the other hands, about 75% of learners claim that it will be better if

they can interact with teacher via internet f

0%

20%

40%

60%

80%

100%

Satisfied

with the

result

Suggestion for class on weekend Figure 4.27: Recommendation for

promotion method

Looking that the figure 26, we can see that more than a half of students



hat they find it difficult to arrange fee early but happy to study when they can

come to center together with their friends. ( see figure 27).

also in long term business plan of centers. As said by Mr.


can be the next location because of the huge number of student there”.

Students who succeed in taking IELTS exam think that more practice test

way to improve Teaching method whereas the unsuccessful one prefer

Using internet to increase interaction between instructor and learners

28: Suggestion for improving teaching method

As can be seen from the bar chart, nearly 70 % of students who attain desired score



they can interact with teacher via internet for the next test. (see figure 28)

Satisfied

with the

result

Dissatisfied

with the

result

Others

More practice test

Using internet to

increse interaction

: Recommendation for

Looking that the figure 26, we can see that more than a half of students who



t happy to study when they can

in long term business plan of centers. As said by Mr.


Students who succeed in taking IELTS exam think that more practice test

way to improve Teaching method whereas the unsuccessful one prefer

ho attain desired score



In SET Education, we try to help student practice test as much as possible. SET

provide mock tests ( Reading and Writing test) for students to do and give feedback after their

submitting. Said, Ms Dan Ha.

Figure

In these 70% of students, they also recommend the improving for library quality. We

can see from the figure 29 that both method should be done because the percentage is not

different so much between them. Centers not only nee

set long time opening for library as well.

Mr. XuanBinh also agree that student should practice by them self more beside

studying in class, Independent Learning Center ( ILC) of

and upgraded frequently for the practices of students.



Figure 4.29: Library Quality Improvement



different so much between them. Centers not only need to provide more books for library but

set long time opening for library as well.

also agree that student should practice by them self more beside

studying in class, Independent Learning Center ( ILC) of BC is equipped many kind of books

and upgraded frequently for the practices of students.

56%

44%

More books Flexible opening time





d to provide more books for library but

also agree that student should practice by them self more beside

is equipped many kind of books

CHAPTER V

CONCLUSION AND RECOMMENDATION

5.1 CONCLUSION

Doing a business in education field seems to be easy because learners and their

parents will not have tendency to hesitate when paying for study. Nevertheless, opening

course for students to practice IELTS require centers to invest capital and understand

customer demand because they can practice by themselves if they see the service in centers

is not worth.

After conducting a research about customer satisfaction of students from

International Universities and school in IELTS Training Centers, we can realize that almost

learners satisfy with the center they have been studying. The level is not the same as three

centers for both overall and standards satisfaction. Learners are very satisfied with teacher

as well as teaching method and hygiene quality there. However, the level is not in high rate

at very satisfied or almost satisfied. Centers can to improve more to increase customer

satisfaction despite of the fact that customer will never have the highest satisfaction to our

service. Listed here are all of remarkablefindings:

- Business students in year 1 and year 2 is the main group who study and take

the IELTS exam.

- Recommendation from friends and relatives provide center’s information for

students but brand name is affect more on their decision making.

- Most of them choose to study in the evening and want to get more than 6.5

score. Preparing for abroad study is still the main reason of IELTS Training

learners.

- Many students who have achieved the desired score choose center base on

the brand name.

- Students in HCMC have higher level in customer satisfaction than students

from other provinces. 100% learners who come from other provinces and pay

less than 1,000,000VNĐ for expense satisfy with the center they studied.

- The overall satisfaction of customers in SET Education is higher than BC and

SET Education.

- Students are satisfied with Hygiene standard of all three centers most but the

entertainments activities in IELTS Training Centers does not make them

happy.

- Consulting service is recommended by half of students in order to make them

satisfied more.

- Centers can open more branches in some crowded area like Thu Duc Dist.

- Students who succeed in taking IELTS exam think that more practice tests

will be the good way to improve Teaching method whereas the unsuccessful

ones prefer Using internet to increase interaction between instructors and

learners

5.2 RECOMENDATION

From the findings collected through the research, some recommendations and

suggestions are introduced to help centers can bring more benefits, more values to

customers, satisfy them by high quality and score.

- Developing IELTS course which designed specifically for students in

Technology, Society and Art Field. The curriculum with some further

knowledge related to students’ major will attract them more.

- Take the advantage of “world of mouth marketing” to introduce the

centers’ brand name as much as possible. The effective way to marketing

thanks to WOM tools is making people satisfied at highest level as we can.

However, old students will absolutely have good comments for center if they

are satisfied, they will be more eager to give advices for newcomers if center

has preferences for both old and new students.

- Keep building brand name. Centers do not forget plan to increase the value

of center’s brand. The high quality in training service, the high result of

students and the valued benefit providing to customer result to successful

brand will help these centers attract more learners.

- Opening a branch in Thu Duc area.This can not implement without

researching carefully. However, center can review Thu Duc again if they

intend to expand their business.

- Applying the promotion program “Discount for student studying the same

class in University”. This should be the priority strategy when people in the

same class, base on invitation and advices from friends to study IELTS in

centers together. Students will be happy if they can both practice IELTS with

their friends and save money for themselves.

- Supporting for students not attaining desired score: there are a number of

examinees being lack of some luck or skills to reach the score what they

want. This will be one of reason lead them to the dissatisfaction towards

training centers. They may come back to old center for revision or change to

another one. In this situation, Marketing manager can improve center’s image

by creating some program to support them can find their faults in the last

exam and supplement more knowledge, skills and practice for the next one.

- Organizing entertainment activities for students.During the period time

learners prepare for IELTS skills, they will spend lots of time at center.

Managers at centers need hold some activities to help them relax after

practicing and have a happy time with their classmate. At that time, learner

will see center as their second home and the level satisfaction can be

increased.

- Supporting for students come from other provinces.In order to raise level

of customer satisfaction of these learners, centers should have some programs

to help them be familiar with lifestyle in HCMC. The care from staff and

lecturers, preferences in some special occasion may be the suitable solutions.

- Improving “Consulting service” at centers. This service is still be simple at

center now. By inviting old students who get very high score in the past to

come back and support current students, center can help learners who are

going to take the exam know more real experience on preparing and doing

the exam.

- Giving more mock test for student.

- Adding more books for practice and opening library longer.

RECOMMENDATION FOR STUDENTS

Choosing IELTS Training Center which is suitable to student’s ability will help us

save time, money and attain the desired score. Therefore, you should research information

carefully, follow the instruction and requirement of centers in practicing test. However, all out

sidefactors including quality of center, teacher, text book are not as important as the effort of

ourselves.

RECOMMENDATION FOR IELTS TRAINING CENTERS

Some enteratinmentactivities which may combine some IELTS tips should be held at

centers for students. Futhermore, research about customer satisfaction need conducted

regularly to understand customers’ demand and satisfy them.

RECOMMENDATION FOR FURTHER RESEARCHS

The research has researched the customer satisfaction level of three big IELTS

Training centers and suggest some resolutions for increasing sales by satisfying learners more.

However, the study still experiences a number of limitations:

- Being restricted from time and money resources, the research scope is bounded

within only International Universities and schools in Ho Chi Minh City.

- Convenience sampling method somehow does not represent the whole

population. The findings will be more general and accurate if expanded other cities and

towns, which result in a bigger population.

For future research, researchers should conduct in a bigger sample population by more

marketing research tools for the exact result.

REFERENCES

Evaluation & Accreditation of Quality in Language Services .(2010). International

accreditation of quality in language learning and teaching. Retrieved March 31st , 2010,

from http://www.eaquals.org/pages/?p=7115

Harkiranpal, (2006).The Importance of Customer Satisfaction in Relation to Customer

Loyalty and Retentio, UCTI Working Paper, p.6.

International English Language Testing System.IELTS | Institutions - IELTS band scores.

Retrieved March 14th

, 2010, from

http://www.ielts.org/institutions/test_format_and_results/ielts_band_scores.aspx

Keller, K.L (2008), Strategic Brand Management : Building, Measuring and Managing Brand

Equity 3e, p15.

Kotler, P & Armstrong, G. (2008).Principles of marketing, 13e, p13.

Matheidesz.(2010, Feb).International accreditation of quality in language learning and

teaching. Cambridge ESOL: Research Notes. Issue 39, 33-39

National ELT Accreditation Schemes (2010). NEAS International Standards – Standards and

Criteria for ELT centers. Retrieved March 28th , 2010, from

http://www.neas.org.au/international/standards.php

Schiffman, L & Kanuk, L . L. (2004). Consumer Behavior 8e, p14.

Sridhar, M. S (2001), Service Quality and Customer Satisfaction, Bangalore, Libayand

Information Session. Retrieved March 3rd

, 2011 from

http://www.scribd.com/doc/2295821/Service-Quality-and-Customer-Satisfaction

APENDIX

SURVEY

Dear friend,

I am final year student in President University in Indonesia. This time, I am conducting a

thesis about “Assessing Customer satisfaction in IELTS Training Centers”. Please help me

finish the survey to collect necessary information for my thesis. All your answers will be kept

in secret and used for research aim. Thanks for your supporting.

1 What do you take IELTS exam for?

Studying abroad 1

Graduation 2

Applying for job 3

2 Your desired score

5 - 6 1

6.5 2

> 7 3

(Please go to next page if you study IELTS by your self at home)

Part 1: For students studying ILETS at centers

(Circle the figure which is appropriate with you)

A.

3

The IELTS centers which you have studied

recently is

ACET 1

British Council 2

SET EDUCATION 3

Others 4

4 The time you study is

Morning 1

Afternoon 2

Evening 3

5 Do you have any financial aid to study at

this center?

No, I pay fee by my own money 1

Yes, I get scholarship from center ( gift from 2

other organizations)

Yes, the organization which provide

scholarship pay for the course 3

6 How do you know this center?

Newspaper, Internet 1

Advertising at University 2

Recommendations from relatives and friends 3

7 Why do you choose this center

Advices from relatives and friends 1

The fee is ok 2

The curriculum is ok 3

The center’s brand and prestige 4

The location is convenient because it ‘s near

my school 5

8 If you have already taken the IELTS exam,

are you satisfied with the result

Yes 1

No 2

B. Please share your satisfactory about the services quality in the center which you have

studied by circle the figure which is appropriate with your thought

Standard

Very

Dissatisfied

(1)

Dissatisfied

(2)

No idea

(3)

Satisfied

(4),

Very satisfied

(5)

1 Teacher 1 2 3 4 5

2 Teaching methods 1 2 3 4 5

3 Curriculum 1 2 3 4 5

4 Textbooks and materials 1 2 3 4 5

5 Library and equipment in

library 1 2 3 4 5

6 Consulting services in and 1 2 3 4 5

out course

7 Entertainment and outdoors

activities 1 2 3 4 5

8 Staffs 1 2 3 4 5

9 Teaching Tools 1 2 3 4 5

10 Facilities (Class, furniture,

etc)

11 Hygiene quality ( WC,

floor, class area) 1 2 3 4 5

12

The center’s adjustment

towards student’s

comments

1 2 3 4 5

13 Overall 1 2 3 4 5

C. Suggestion

Do you suggest which improvement listed

here to satisfy students more

Improving teaching method 1

Upgrading library quality 2

Providing consulting service to improve

IELTS taking-exam skills. 3

Others: 4

According to you, how does center improve

teaching method?

Increasing the interaction between students

and teacher outside the classroom via

the internet

1

Organizing practice test regularly 2

Others: 3

According to you, how does the center

upgrade library quality?

Adding more practicing books 1

Opening library earlier and closing later 2

Others: 3

According to you, how does the center

increase consulting service to improve

IELTS taking-exam skills?

Providing consulting service to improve

IELTS taking-exam skills via phone and

Internet

1


tutors 2

Others:

3

Which kind of changing paying fee will

make you happier?

Discount for student pay early 1

Discount for group of students from the same

class in university 2

Discount for student who pay for many course

at the same time 3

Others: 4

Do you think that the center should open

more branches? Where

No 1

Yes – In Thu Duc District 2

Yes – In Phu My Hung 3

Yes – In District 2 4

Yes – Others: 5

Does center open class in weekend?

No 1

Yes – Saturday 2

Yes – Sunday 3

Part 2: For students studying ILETS at home

The reason why you did not come to IELTS

Training Center is

You can practice by your self at home 1

The fee at center is very high 2

Toy have no time to go there 3

If you have already taken the IELTS exam,

are you satisfied with the result?

Yes 1

No 2

If you have already practiced at home and

not gotten the well result, would you like to

go to center to review?

Yes 1

No 2

If you have a chance to try studying at

center, will you take?

Yes 1

No 2

Part 3: Personal Information (required)

1 Your Gender Man 1

Woman 2

2 Your University/ School

International University 1

RMIT University 2

Saigon Tech 3

Center for International Education (CIE) 4

University of Economics and Finance ( UEF) 5

Raffle Institution 6

3 Your Year:

1st and 2

nd 1

3rd

and 4th

2

Master 3

4 Your major:

Economics 1

Society, Art 2

Science, Technology 3

Others: 4

5 Your monthly expense < 1,000,000 đ 1

1,000,000 đ < x < 2,000,000đ 2

> 2,000,000đ 3

Thank for your supporting. Please leave your email below if you want to receive the

result of the research

Email: ____________________________________________________________

Sincerely,

TESTING

Testing 1:

Year

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid Year

1, 2 178 59.3 59.3 59.3

Year

3, 4 117 39.0 39.0 98.3

Master 5 1.7 1.7 100.0

Total 300 100.0 100.0

Table 6.1: Level of students

Statistics

HCM or

not Major

N Valid 178 178

Missi

ng 122 122

HCM or not

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid HCM

student 89 29.7 50.0 50.0

student

from other

provinces

89 29.7 50.0 100.0

Total 178 59.3 100.0

Missing System 122 40.7

Total 300 100.0

Table 6.2:Origin of students

Major

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid Economi

cs 147 49.0 82.6 82.6

Society,

Art 8 2.7 4.5 87.1

Technolo

gy 23 7.7 12.9 100.0

Total 178 59.3 100.0


Total 300 100.0

Table 6.3: Major of students

Testing 2:

how they know center

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid Internet &

Newspaper 45 15.0 15.0 15.0

Advertising at

University 8 2.7 2.7 17.7

Recommendat

ions from

relatives and

friends

247 82.3 82.3 100.0

Total 300 100.0 100.0

Table 6.4: Information channels to attract IELTS learners

Statistics

reason for choosing

N Valid 247

Missi

ng 53

reason for choosing

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid Advices

from

relatives and

friends

40 13.3 16.2 16.2

The fee is ok 41 13.7 16.6 32.8

The

curriculum

is ok

56 18.7 22.7 55.5

Center's

brand 110 36.7 44.5 100.0

Total 247 82.3 100.0


Total 300 100.0

Table 6.5: Reasons for choosing IELTS Training Centers.

Testing 3:

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid 5 -6 10 3.3 3.3 3.3

6.5 146 48.7 48.7 52.0

7 - 8 144 48.0 48.0 100.0

Total 300 100.0 100.0

Table 6.6: Desired score of students

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid for studying

abroad 159 53.0 54.8 54.8

requirement

for

graduation

120 40.0 41.4 96.2

preparing

for job 11 3.7 3.8 100.0

Total 290 96.7 100.0


Total 300 100.0

Table 6.7: Aim for study

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid Mornin

g 44 14.7 15.2 15.2

Afterno

on 52 17.3 17.9 33.1

Evening 194 64.7 66.9 100.0

Total 290 96.7 100.0


Total 300 100.0

Table 6.8: Time for study

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid ACET 113 37.7 39.0 39.0

BC 105 35.0 36.2 75.2

SET

Education 72 24.0 24.8 100.0

Total 290 96.7 100.0


Total 300 100.0

Table 6.9: Satisfaction about result of students

Testing 5

Hometow

n

N Mean Std.

Deviation

Std.

Error

Mean

Overall HCM

student

178 3.69 .622 .047

student

from other

provinces

122 3.56 .750 .068

Levene's Test

for Equality of

Variances

t-test for Equality of Means

F

Sig.

t

df

Sig

.

(2-

tail

ed)

Mean

Differenc

e

Std.

Error

Differenc

e

95% Confidence

Interval of the

Difference

Lower Upper

Equal

variances

assumed

10.11

2

.002 1.609 298 .10

9

.13 .080 -.029 .285

Equal

variances

not

assumed

1.554 227.25

5

.12

2

.13 .082 -.034 .290

Table 6.10 : Differences in customer satisfaction between two groups of learners

Independent Sample T-Test

Overall * HCM or not Crosstabulation

HCM or not Total

HCM

student

student

from

other

provinces

Overall Dissatisfied Count 6 8 14

% within

HCM or not 3.4% 6.6% 4.7%

No idea Count 53 49 102

% within

HCM or not 29.8% 40.2% 34.0%

Satisfied Count 110 54 164

% within

HCM or not 61.8% 44.3% 54.7%

Very

satisfied

Count 9 11 20

% within

HCM or not 5.1% 9.0% 6.7%

Total Count 178 122 300

% within

HCM or not 100.0% 100.0% 100.0%

Table 6.11: Satisfaction Level of Students

Be satisfied with the

result

Total Yes No

Expense < 1,000,000

VNÐ

Count 48 6 54

% within Be

satisfied with

the result

49.5% 33.3% 47.0%

1,000,000 -

2,000,000

Count 24 8 32

% within Be

satisfied with

the result

24.7% 44.4% 27.8%

> 2,000,000 Count 25 4 29

% within Be

satisfied with

the result

25.8% 22.2% 25.2%


% within Be

satisfied with

the result

100.0% 100.0% 100.0%

Table 6.12 :Satisfaction and expense of HCMC students

Expense * Be satisfied with the result Crosstabulation

Be satisfied with the

result

Total Yes No

Expense < 1,000,000

VNÐ

Count 2 0 2

% within Be

satisfied with

the result

2.5% .0% 1.9%

1,000,000 -

2,000,000

Count 38 11 49

% within Be

satisfied with

the result

48.1% 37.9% 45.4%

> 2,000,000 Count 39 18 57

% within Be

satisfied with

the result

49.4% 62.1% 52.8%


% within Be

satisfied with

the result

100.0% 100.0% 100.0%

Table 10.14: Satisfaction and expense of students from other provinces

Testing 6:

Overall

Total

Dissatisfie

d No idea Satisfied

Very

satisfied

center ACET Count 3 45 61 4 113

% within

center 2.7% 39.8% 54.0% 3.5% 100.0%

BC Count 7 36 60 11 114

% within

center 6.1% 31.6% 52.6% 9.6% 100.0%

SET

Education

Count 4 21 43 5 73

% within

center 5.5% 28.8% 58.9% 6.8% 100.0%

Total Count 14 102 164 20 300

% within

center 4.7% 34.0% 54.7% 6.7% 100.0%

Table 10.15: Overall satisfaction of learners in three centers

HCM or not

Total

HCM

student

student

from

other

provinces

center ACET Count 36 29 65

% within

center 55.4% 44.6% 100.0%

BC Count 38 33 71

% within

center 53.5% 46.5% 100.0%

SET

Education

Count 45 3 48

% within

center 93.8% 6.3% 100.0%


% within

center 64.7% 35.3% 100.0%

Table 10.16: Origin of satisfied students

Major

Total

Economic

s

Society,

Art

Technolog

y

center ACET Count 59 0 6 65

% within

center 90.8% .0% 9.2% 100.0%

BC Count 65 6 0 71

% within

center 91.5% 8.5% .0% 100.0%

SET

Education

Count 33 5 10 48

% within

center 68.8% 10.4% 20.8% 100.0%

Total Count 157 11 16 184

% within

center 85.3% 6.0% 8.7% 100.0%

Table 10.17: Major of satisfied students

Testing 7:

center * Teacher Crosstabulation

Teacher Total

Dissatisfie

d No idea Satisfied

Very

satisfied

center ACET 16 16 61 20 113

14.2% 14.2% 54.0% 17.7% 100.0%

BC 9 19 56 30 114

7.9% 16.7% 49.1% 26.3% 100.0%

SET

Education 1 20 52 0 73

1.4% 27.4% 71.2% .0% 100.0%

Total 26 55 169 50 300

8.7% 18.3% 56.3% 16.7% 100.0%

center * Teaching methods Crosstabulation

Teaching methods Total

Very

dissatisfied

Dissatisfie

d No idea Satisfied

Very

satisfied

center ACET 1 8 26 59 19 113

.9% 7.1% 23.0% 52.2% 16.8% 100.0%

BC 0 9 13 75 17 114

.0% 7.9% 11.4% 65.8% 14.9% 100.0%

SET

Education 0 16 23 34 0 73

.0% 21.9% 31.5% 46.6% .0% 100.0%

Total 1 33 62 168 36 300

.3% 11.0% 20.7% 56.0% 12.0% 100.0%

center * Curriculum Crosstabulation

Curriculum Total

Dissatisfie No idea Satisfied Very

d satisfied

center ACET 10 44 44 15 113

8.8% 38.9% 38.9% 13.3% 100.0%

BC 9 30 54 21 114

7.9% 26.3% 47.4% 18.4% 100.0%

SET


.0% 65.8% 34.2% .0% 100.0%

Total 19 122 123 36 300

6.3% 40.7% 41.0% 12.0% 100.0%

center * Text book & material Crosstabulation

Text book & material Total

Dissatisfie

d No idea Satisfied

Very

satisfied

center ACET 9 50 35 19 113

8.0% 44.2% 31.0% 16.8% 100.0%

BC 3 30 51 30 114

2.6% 26.3% 44.7% 26.3% 100.0%

SET


2.7% 30.1% 67.1% .0% 100.0%

Total 14 102 135 49 300

4.7% 34.0% 45.0% 16.3% 100.0%

center * Library Quality Crosstabulation

Library Quality Total

Dissatisfie

d No idea Satisfied

Very

satisfied

center ACET 18 35 49 11 113

15.9% 31.0% 43.4% 9.7% 100.0%

BC 1 41 48 24 114

.9% 36.0% 42.1% 21.1% 100.0%

SET


38.4% 50.7% 8.2% 2.7% 100.0%

Total 47 113 103 37 300

15.7% 37.7% 34.3% 12.3% 100.0%

center * Consulting service Crosstabulation

Consulting service Total

Dissatisfie

d No idea Satisfied

Very

satisfied

center ACET 5 44 45 19 113

4.4% 38.9% 39.8% 16.8% 100.0%

BC 1 35 76 2 114

.9% 30.7% 66.7% 1.8% 100.0%

SET


49.3% 42.5% 5.5% 2.7% 100.0%

Total 42 110 125 23 300

14.0% 36.7% 41.7% 7.7% 100.0%

center * Entertainment activities Crosstabulation

Entertainment activities Total

Very

dissatisfied

Dissatisfie

d No idea Satisfied

Very

satisfied

center ACET 0 18 77 18 0 113

.0% 15.9% 68.1% 15.9% .0% 100.0%

BC 0 27 47 36 4 114

.0% 23.7% 41.2% 31.6% 3.5% 100.0%

SET 1 24 46 2 0 73

Education

1.4% 32.9% 63.0% 2.7% .0% 100.0%

Total 1 69 170 56 4 300

.3% 23.0% 56.7% 18.7% 1.3% 100.0%

center * Staff Crosstabulation

Staff Total

Dissatisfie

d No idea Satisfied

Very

satisfied

center ACET 1 58 41 13 113

.9% 51.3% 36.3% 11.5% 100.0%

BC 15 45 41 13 114

13.2% 39.5% 36.0% 11.4% 100.0%

SET

Education 12 23 38 0 73

16.4% 31.5% 52.1% .0% 100.0%

Total 28 126 120 26 300

9.3% 42.0% 40.0% 8.7% 100.0%

center * Teaching Tools Crosstabulation

Teaching Tools Total

Dissatisfie

d No idea Satisfied

Very

satisfied

center ACET 2 42 43 26 113

1.8% 37.2% 38.1% 23.0% 100.0%

BC 8 24 64 18 114

7.0% 21.1% 56.1% 15.8% 100.0%

SET


1.4% 42.5% 53.4% 2.7% 100.0%

Total 11 97 146 46 300

3.7% 32.3% 48.7% 15.3% 100.0%

center * Facilities Crosstabulation

Facilities Total

Dissatisfie

d No idea Satisfied

Very

satisfied

center ACET 2 39 58 14 113

1.8% 34.5% 51.3% 12.4% 100.0%

BC 9 16 51 38 114

7.9% 14.0% 44.7% 33.3% 100.0%

SET

Education 5 24 27 17 73

6.8% 32.9% 37.0% 23.3% 100.0%

Total 16 79 136 69 300

5.3% 26.3% 45.3% 23.0% 100.0%

center * Hygiene Crosstabulation

Hygiene Total

Dissatisfie

d No idea Satisfied

Very

satisfied

center ACET 12 15 54 32 113

10.6% 13.3% 47.8% 28.3% 100.0%

BC 0 33 48 33 114

.0% 28.9% 42.1% 28.9% 100.0%

SET


.0% 15.1% 76.7% 8.2% 100.0%

Total 12 59 158 71 300

4.0% 19.7% 52.7% 23.7% 100.0%

center * center's adjustment Crosstabulation

center's adjustment Total

Dissatisfie

d No idea Satisfied

Very

satisfied

center ACET 13 41 55 4 113

11.5% 36.3% 48.7% 3.5% 100.0%

BC 15 49 46 4 114

13.2% 43.0% 40.4% 3.5% 100.0%

SET

Education 10 41 22 0 73

13.7% 56.2% 30.1% .0% 100.0%

Total 38 131 123 8 300

12.7% 43.7% 41.0% 2.7% 100.0%

Tables 10.18: Customer Satisfaction about standards of Students

Testing 8:

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid Improving

Teaching

method

61 20.3 20.3 20.3

Upgrading

Library

Quality

68 22.7 22.7 43.0

Providing

Consulting

service

164 54.7 54.7 97.7

Others 7 2.3 2.3 100.0

Total 300 100.0 100.0

Table 10.19: Improvements suggested by students to improve satisfaction

study time

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid Mornin

g 29 9.7 17.7 17.7

Afterno

on 24 8.0 14.6 32.3

Evening 111 37.0 67.7 100.0

Total 164 54.7 100.0


Total 300 100.0

Table 10.20: Time for consulting

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid Via Phone &

Internet 74 24.7 45.1 45.1

Inviting

students

getting high

score to be

tutors

90 30.0 54.9 100.0

Total 164 54.7 100.0


Total 300 100.0

Table 10.21: Consulting Method

Testing 9:

More Branch

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid Yes - Thu

Duc Branch 214 71.3 85.9 85.9

Yes - Phu

My Hung

Branch

30 10.0 12.0 98.0

Yes - Dist 2

Branch 5 1.7 2.0 100.0

Total 249 83.0 100.0


Total 300 100.0

Table 10.23: Location for more branch suggested by students

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid No 42 14.0 19.7 19.7

Yes -

Saturday 123 41.0 57.7 77.5

Yes -

Sunday 48 16.0 22.5 100.0

Total 213 71.0 100.0

Missing no answer 1 .3

System 86 28.7

Total 87 29.0

Total 300 100.0

Table 10.24: Suggestion for class on weekend

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid Discount if

student pay

early

54 18.0 25.2 25.2

Discount for

student

studying the

same class in

Uni

99 33.0 46.3 71.5

Discount if

student pay

"full

package"

61 20.3 28.5 100.0

Total 214 71.3 100.0


Total 300 100.0

Table 10.25: Recommendation for promotion method

Testing 10:

Teaching method

Total

Using

internet to

increase

interaction

More

practice

test Others

Be satisfied

with the

result

Yes Count 49 120 6 175

% within Be

satisfied with

the result

28.0% 68.6% 3.4% 100.0%

No Count 35 12 0 47

% within Be

satisfied with

the result

74.5% 25.5% .0% 100.0%

Total Count 84 132 6 222

% within Be

satisfied with

the result

37.8% 59.5% 2.7% 100.0%

Table 10.26: Suggestion for improving teaching method

In-dept Interview Report Interviewee: Mr. Nguyen TrongTuyen

Student Counseling and Service Manager ( ACET)

Q: What do you think about the IELTS training market in HCMC in recent year?

IELTS training market in Ho Chi Minh City will develop more due to the demand to get

certification by students, for students to study abroad and those who want to settle in Britain

or Australia. Universities in the city, especially the International University is also gradually

use IELTS certificate instead of the official certificate A, B.

The IELTS exam is now easier than TOEFL (many exams are held in the year, method

of implementation simplicity (PBT), two units held in Vietnam (BC and IDP) also helps

people have many choices, which led to the emergence of more and more IELTS Training

center at may scale, many forms.

Vietnamese students invest a lot of time and effort to attain high IELTS result. In the

past, 5 or 6 score can be accepted in many school or enough for students to apply for

scholarship. However, they target a higher score when requirement of organizations become

stricter now. 6.5 score or more are new target of them.

Q: In your opinion, how the habit in choosing IELTS exam center by students

(especially students from universities and international students wishing to study

abroad) is like? Some of the important criteria is recommended: brand, curriculum,

facilities, location, fees, the introduction of family friends?

- With the emergence of more and more the center of the IELTS as today, perhaps the

introduction of friends and relatives will be the most important elements of learners. Students

often consulted by those around them very carefully for more information about the center,

the feel of quality programs and the friendliness of the teachers, etc..

The curriculum and the quality of teaching staff will be the next concern of customers

when they go to the IELTS centers, they hope to achieve a score as you should also learn two

key skills this factor as reference information.

Brand will be a factor for the next selection, customers tend to choose prestigious

centers, has a reputation in the market to be able to get good results as expected.

Tuition is considering the following factors brand, customers are customers with special

conditions often incur large amount of money to achieve the best results.

The facilities and location are factors considered final. IELTS centers, most are now

equipped with facilities for good at creating the best learning conditions for

students. Customers who once chose to be like the center, the place will not be important

issues.

Q: In your opinion, will have a change, any change in IELTS training center?

Foreseeing the need for IELTS you wanted to study or settle, many centers will enhance

the classes to guide the way to achieve that score less emphasis on skills training a concrete

and detailed. This makes you easy to learn, difficult students in English may have learned in

the learning environment or new work.

Q: Can you say the current strength of ACET? What is your target customer?

Prestige and quality are considered two strengths of the current ACET. The students

of ACET have achieved the desired score and satisfaction with the quality of the training

center.

A target customer of ACET is the one need an IELTS test and study abroad, have the

financial capacity and available for participation throughout the week.

Students must take placement test if they want to study in ACET. The timetable is very

strict and the fee is quite high compared with other centers. Therefore some students do not

happy with ACET at the beginning. However, after the course, they will feel satisfied with

the knowledge and skills trained by ACET teachers who are recruited carefully

Q: Are students at the International School one of the main customer groups in ACET?

This is one of the most important group of customers, the potential students of ACET

because they need those skills to learning English in school and study abroad in the near

future. Neither financial capacity nor the major obstacles for them when choosing IELTS

centers.

Q: What are strengths and target customers of other centers?

Compared to ACET, other centers will have lower fees and more flexible hours (at the time of

day - a few days a week). Tuition for a course usually lasts 60 hours in 10 weeks while in the

ACET is 100 hours in 5 weeks.

Q: After 10 years of presence in Vietnam, what is your market share and position in the

IELTS Training market, sir?

ACET is seen as a center for training in English and IELTS academic quality in the

city. City today with a team of foreign teachers and Vietnam have qualified and dedicated,

loving job. Difficult to have an accurate statistics on market share, with about 10,000 students

each year, ACET has helped many youth achieve IELTS dream to continue their learning

Q: Can you share some thing about marketing strategy in the last two years and plans

for next 2 years

ACET establish short-term strategies and long-term plan to reach their customers, such

as through newspapers, through competition for students, Internet, etc,.with the desire to give

customers more information About ACET to help them fully informed choice. We plan to

open more branch in future . The Thu Duc Universities Village can be the next location

because of the huge number of student there.

We also continue to ensure the strong brand name of ACET in this market. The strong

brand name will help more people know about our center. Learners will prefer the center

which has already trained students getting high score”

Q: Do you plan investment, improving service quality, facilities, lecture to satisfy

customer more?

ACET constantly invest in upgrading facilities, improving the curriculum to bring the

best benefits for the students. Classrooms are always clean and spacious, with high aesthetic

and equipped with modern machinery. The curriculum is regularly updated. Lecturers are

usually also provided skills training, improved teachers' knowledge.

Q: What did ACET do to meet and satisfy customer needs when selecting the IELTS

Training Center?

Helping students achieve the desired results as well as improve the English skills are a

top target of ACET. To implement this goal, the center has:

Recruiting lecturers have professional qualifications (university degree), there are clear

judicial career and the love, passion, dedication to students. Teachers also often fostered in

order to update their knowledge, teach new ways to bring benefits to the students. Structure,

curriculum and teaching methods are designed and developed by the academy Insearch -

language center at the University of Technology Sydney (UTS)

ACET also has continually quality textbooks and other materials related to your access

to the best knowledge. Independent Learning Center (ILC) with a range of modern equipment,

teaching staff - consultants will also guide the students enthusiastic to learn at the library ,

how to use reference book and the internet. This is one of the very useful skills when you go

to study abroad.

Classroom equipment in classrooms, the facilities at the training establishment of ACET

are always modern equipment, upgrade, check regularly to give students an ideal learning

environment most.

Consulting services and external courses are also provided for students when you enroll

in ACET. Students have difficulty learning or want more information on other programs,

student information can contact the department's counseling center.

A number of social activities such as "Charity Event, recreational activities such as"

Visit the area of wildlife conservation "has been organized to help students and teachers can

interact, meet, set close relationship relations. Teachers and students will feel comfortable and

happy when teaching and learning in ACET.

ACET is now also submit applications for joining NEAS standards system, a system of

evaluation standards in English schools in Australia with the desire can improve the quality of

our services in order to compete with other center in region.

Q: Does center have regular research of students’ satisfaction after each course? How

they affect our business plan?

ACET programs often have opinions about the degree of customer satisfaction,

satisfaction of the students after each course. In addition, we have a survey soon after ACET

customers find and get the advice of consultants (Pre Placement Test Survey) to measure your

sense of ACET. After your placement test, we also make a further survey (Post Placement

Survey Test) to measure customer satisfaction after the use of the ACET initial services

(consultancy, placement test) as well as changes in customer perception of ACET (if any).

Most students have good feedback for quality and service of ACET. You appreciate the

quality of teaching, facilities, study center, and the learning environment here.

ACET receives feedback that follows each course and will make adjustments as appropriate to

further what your students are satisfied; the service changes do not satisfy you.

Q: With the development of technology in the current period, does center intend to

apply this new technology to bring more benefits to students or not? For example, the

application of new technologies?

ACET believe teaching and learning in the traditional way between teachers and

students face is always optimal way to teach students can acquire an effective post. However

ACET is to bring Internet applications more resources for you students (majors, skills

tutorials on the website, etc.). We will also note the use of resources in the future when there

are a careful research for the benefit of students ACET.

Thank you.

In-dept Interview Report

Interviewee: Mr. Le XuanBinh

IELTS Business Development Manager ( BC)


In my opinion, there will be many center training IELTS skills for students in next

years when IELTS become globally certified by many organizations and

schools/universities.




facilities, location, fees, the introduction of family friends?

Students often ask their friends when they need to find center for practicing IELTS

skills. They also consider these recommendations to choose but the brand of center still play


in IELTS practicing market.

The fee and curriculum will be considered right after. Students often compared the

fee among centers to find the center which has suitable fee with studying time. Next,

textbook and facilities will be add into decision making process

Q: In your opinion, will it have any change in IELTS training market?

The teacher quality and text book will be improve more in future because both of them

learners will not have if they practice by their self. These also the competitive advantage of

centers.

Q: Can you say the current strength of the BC ? Centers often aimed at particular

customer?

Premise standards include teaching tools, facilities and hygiene are now the same as all

centers. All student service department can create a good and friendly environment for

students to study. In BC, we build competitive advantage in teaching and curriculum. BC

Teachers are good professors who can teach at any BC center all over the world and have

lots of experience in practicing IELTS skills.

Q: Are students at the International School one of the main customer groups in the BC

or not?

Students in International Universities and institution are potential learners of BC because

they are ones need IELTS to transfer and English skills to study at school. However, BC has

not yet particular strategy to approach this area. We just marketing BC brand name through

seminars, pretest activities.

Q: What strengths and target customers of other units?

Other centers usually have many promotion program for students. They also prefer

ACET, SET Education, ILA, Apollo to BC because those center are mainly in education field.

English Training is just one branch in activities chain of British Council in Vietnam.

Q:, After 10 years of presence in Vietnam, what is your market share and position in the

IELTS Training market, sir?

The market share of BC is not so many due to the limited class every course.

Nevertheless, we think that our center is just the second to ACET and 99% of customer

decided to study when they come to BC staff for information.

Q: Can you share some thing about marketing strategy in the last two years and plans

for next 2 years ?

We do not have a clear strategy and big investment for IELTS Training program

because they just a small field of BC. The recommendations from students and strong brand

of BC in the world can help us attract learners usually.

Q: What did BC do to meet and satisfy customer needs when selecting the center for the

IELTS?

BC is always interested in improving service quality to help learners satisfy with our

center. We usually add book and material sources for training as well as upgrade

headphone, computer in high quality. The staffs are also trained every year to help them

communicate well with students. Moreover, Independent Learning Center ( ILC) of BC is

equipped many kind of books and upgraded frequently for the practices of students



Every year, BC does have a “Consumer week” when customers can express their

opinion about all services providing by BC. The evaluation uses “smiling face” icon so that

students will stick the icon into the service they satisfy. We will base on this result to adjust

our quality.

Q: With the development of technology in the current period, does the center

intend to apply this new technology to bring many more benefits to students or not? For

example, the application of new technologies?

BC is applying application of new technologies now. Students in IELTS course are

provided 8 hours practicing IELTS online every course. They can sign in and use it every

where at any time as long as the Internet is available.

Thank you.

In-dept Interview Report

Interviewee: Ms. Nguyen Vu Dan Ha

English Program Manager ( SET Education)


IELTS seem to be a popular and friendly English Language Testing System in

Vietnam at this time and the number of students taking the test increase significantly. It is

generally true to say that IELTS Training market will developed more in near future




facilities, location, fee, the introduction of family friends?

SET Education reckon that fee will be the first factor considered by learners when

they choose center now because there are lots of students realize that they should not pay a lot

of money for a training course which they can study by their self easily. The recommendation

from friends and curriculum will be look at right after. Next criteria are brand and facilities

respectively. The textbook and location will be last ones.

Q: In your opinion, will have a change, any change in IELTS training center?

Many English Training center now see the potential of this market. Therefore, these

center will open some IELTS Training course to get more profit from currents students who

are studying English there.

Q: Can you say the current strength of SET? What is your target customer?

Students in SET Education are studying in many major because our program focus on

training tips in the exam very much. The time is convenient and the fee is acceptable for all

kind of students. Many learners feel satisfied with the result after taking the test.

The main target market of SET Education is students from many universities in Ho Chi

Minh City. Some students are freshmen and they need IELTS to study abroad as soon as

possible. There are still final year student who need IELTS for their graduation

Q: Are students at the International School one of the main customer groups in SET

Education or not?

We have not particular statistic but there are some students here come from International

University, Center for International Education and Raffles International Institution.

Q: After 10 years of presence in Vietnam, what is market share and position of SET in

HCMC market?

In my opinion, SET Education has a unique compared with other centers. We do not

advert well and base on the world of mouth mainly. The scale of center can not expand more

but we have stable number of students thanks to the good comments from old students.



We still have some activities to get opinion from students but these are not frequently.

SET often measure the satisfaction by score. If the students satisfy with the result, they will

have high level of customer satisfaction.

Q: What did SET do to meet and satisfy customer needs when selecting the center for

the IELTS?

The consulting service has been applied in SET in recent time. It is feedback for

students from lecturers. Students can ask for mock test at Student Service Table and submit

again. Teacher will check and give them comments later.

The limited about class room prevent us improving facilities and other standards.

There fore, we focus on upgrading textbook and practicing documents and try our best to

provide as many tips as possible for students.

Q: With the development of technology in the current period, the center intends to apply

this new technology to bring many more benefits to students or not? For example, the

application of new technologies?

In future, when the scale of SET is expanded we will consider to apply these

innovation if they can help students practicing better.

Thank you.

Figure6.1 : Receptionist Area with high quality hygiene in ACET

Figure 6.2 : Receptionist Area with high quality hygiene in BC

Figure 6.3: Class room with high quality hygiene in SET Education

ACCESSING CUSTOMER SATISFACTION AS A COMMUNICATION …

Documents

Transcript of ACCESSING CUSTOMER SATISFACTION AS A COMMUNICATION …