THE STATE BANK OF VIETNAM BANKING UNIVERSITY OF HO CHI MINH CITY GRADUATION THESIS DETERMINANT FACTORS OF STUDENT’S DECISIONS ON CHOOSING AN ENGLISH CENTER Supervisor: PhD. NGUYEN VAN THUY Student: NGUYEN BINH MINH Student ID: 030632161298 Class: HQ4-GE02 CODE:7340201 HO CHI MINH CITY – 2020 THE STATE BANK OF VIETNAM BANKING UNIVERSITY OF HO CHI MINH CITY GRADUATION THESIS DETERMINANT FACTORS OF STUDENT’S DECISIONS ON CHOOSING AN ENGLISH CENTER Supervisor: PhD. NGUYEN VAN THUY Student: NGUYEN BINH MINH Student ID: 030632161298 Class: HQ4-GE02 CODE:7340201 HO CHI MINH CITY – 2020 DECLARATION OF ORIGINALITY I hereby declare that the graduation project is based on my original work, except for quotations and citations which have been duly acknowledged, with the guide from my supervisor, PhD. Nguyen Van Thuy.
I also declare that it has not been previously or concurrently submitted for any other course/degree at Banking University or other institutions. 1 ACKNOWLEDGEMENT On the ways to accomplish the thesis, I got a lot of help from the teachers, the support of family and the enthusiastic support of my friends. First of all, I would like to express my deep gratitude to PhD. NGUYEN VAN THUY, who has directly spent much time and effort to guide me in the process of conducting research and complete this thesis.
Honestly, it is not easy to do this research. I have spent a lot of time and effort to be able to complete it on time. Through this research, I have learned a lot of experiences so that I can be well prepared for my future career. Finally, I would like to thank my family and friends who have always encouraged me and helped me to complete this research.
Hopefully, those who are interested in this research will give me advice to improve the limitations of this study. 2 ABSTRACT Vietnam has joined World Trade Organization and Trans-Pacific Strategic Economic Partnership Agreement, …This brings many chances to cooperate internationally in many fields such as economic, politic between Vietnam and other countries around the world, this means leaning English has become essential to everyone. Therefore, to meet the demand of the students, many language centers has established. However, the number of English centers is increasing while the quality is still a big question.
Many students are struggling in finding the best school to learn the language that can benefit them after throughout one’s career. There are many things affecting one’s decision, but what are the main reasons of choosing a particular language center? This research will clarify the reasons that lead to the final decision of students. Also, it will determine and evaluate the influence level of these factors in order to find the solutions to help with boosting the efficiency of education at English centers. Thus, they can build the appropriate programs for learners, earn a reputation and increase competitiveness.
Factors were identified from previous literatures and examined by an empirical study using survey questionnaires via Google forms on 300 students at 5 language centers. Survey results show that there are 7 factors that influence the decision to choose a school as follows: Branding, Teachers, Tuition fee, Facilities, Marketing, Social Influence and Motivation of students. 3 TABLE OF CONTENTS DECLARATION OF ORIGINALITY. 3 LIST OF FIGURES.
7 LIST OF TABLES. Background of the study. Research Objectives and research questions. The scope of research.
Decision to buy products or services. Foreign language Center. Consumer behavior theory. Theory of Reasoned Action (TRA) and Theory of Planned Behavior (TPB).
Empirical related studies. The research of David Chapman (1981). The research of Nguyen Minh Ha (2011). The research of Nguyen Phuong Toan (2011).
The research of Nguyen Thi Bao Khuyen (2013). The research of Tran Thi Minh Duc (1996). Hypothesis and conceptual model. The research design.
Building the scale. Quantitative survey structure. Collect research sample information. Data analysis method .2 Result of analyzing the reliability of scale.
Motivation of students. Decision on choosing an English center. Results of Exploratory Factor Analysis – EFA. Results of factor analysis for independent variables.
Results of factor analysis for dependent variable. Testing of correlation coefficient Pearson. Multiple Linear Regression Analysis. Fitness of the model.
F-test of Overall Significance. Statistical significance of the independent variables. Multiple linear regression model. Anova test on different groups of samples.
DISCUSSION OF RESEARCH RESULTS AND SOME IMPLICATIONS. Motivation of students .Limitations and the next research direction. 81 APPENDIX 1 TRANSLATED SURVEY. 86 6 LIST OF FIGURES 1 Figure 2.1 Consumer Behavior Theory .2 Theory of Reasoned Action Model (TRA) (Fishbein and Ajzen, 1975) 23 3 Figure 2.3 Theory of Planned Behavior Model (TPB) (Ajzen, 1991).4 Field selection model of David Chapman (1981) .5 The research model of Nguyen Minh Ha.
Error! Bookmark not defined.6 The research model of Nguyen Phuong Toan .7 The research model of Nguyen Thi Bao Khuyen .8 The research model of Tran Thi Minh Duc .1 Proposed Research Model. 37 7 LIST OF TABLES Table 2.1 Conclusion of the related studies .6 Social Influence scale .7 Motivation of students scale .8 Decision on choosing an English center scale .5 Reliability Statistics of Branding .6 Cronbach’s Alpha of Branding .7 Reliability Statistics of Facilities .8 Cronbach’s Alpha of Facilities .9 Reliability Statistics of Teacher .10 Cronbach’s Alpha of Teacher .11 Reliability Statistics of Tuition fee.12 Cronbach’s Alpha of Tuition fee .13 Reliability Statistics of Marketing .14 Cronbach’s Alpha of Marketing .15 Reliability Statistics of Social influence .16 Cronbach’s Alpha of Social influence .17 Reliability Statistics of Motivation of students .18 Cronbach’s Alpha of Motivation of students .19 Reliability Statistics of Decision on choosing an english center .20 Cronbach’s Alpha of Decision on choosing an english center .21 KMO and Bartlett’s test of independent variables .25 KMO and Bartlett’s test of dependent variable .26 Total Variance of dependent variable .27 Component Matrix of independent variable .28 Correlations Coefficient Pearson.32 ANOVA test between Gender and Decision .33 ANOVA test between Age and Decision .34 ANOVA test between Income and Decision. Background of the study “If you talk to a man in a language he understands, that goes to his head. If you talk to him in his own language, that goes to his heart.
There are numerous benefits to learn English as it is spoken in more countries than any other language. Not only does it bring more job opportunities but also makes it easier to understand other cultures. Globalization has created a class called “cosmopolite”. These are people with global strategic vision, global thinking, working in the global affairs, collaborating on international projects.
To become such a global citizen, they must master the support tools, and the two most essential tools are English and information technology. Once these two tools are mastered, plus their expertise, one can easily integrate into the world and seize more opportunities thanks to the massive information on the internet. But only who is fluent in English can utilize that resources. Especially for students, English, together with your academic certificate, is a “soft skill” which is important to your future career.
Also, English is essential if you are looking for a scholarship to study abroad. Many companies are seeking for employees who have the ability of using English. There is nowhere in Vietnam that the number of foreign language centers is as much and diverse as in Ho Chi Minh City and the competition between centers is getting fiercer. The efficiency of training human resources and improving people's knowledge is undeniable.
However, because of running for profit, many establishments compete with each other by launching marketing hype, training quality and responsiveness to customer needs do not meet the demand. From the perspective of managers, understanding the needs of customers is very important. In order to answer this question, the research topic “Determinant factors of students’ decisions on choosing an English center” was chosen to study. Research Objectives and research questions The research aims to analyze the factors that affect student’s decision-making process for an English center and evaluating the influence level of each factor on the choice.
On that basis, the research proposes some ways to innovate and improve training quality to build a competitive foreign language center. Thus, having the objectives achieved, the research will then proceed to answer the following questions: 1. What are the factors affecting student’s decision to choose an English school? 2. How do these factors affect student’s decision to choose an English school? 3.
What is the implication for an English school? 1. Research Subjects Research subject: a focus on studying the factors affecting the decision to choose a school to learn English. Survey subjects: students from 18 years old who are taking courses at foreign language centers. Subjects at this age have stable physiological psychology, ability, knowledge, perception, life experience,.
to make an informed and independent decision of which school they should choose to study English in Ho Chi Minh City. Research Methodology Research conducted through qualitative method and quantitative method: Qualitative method includes: analysis, comparison, synthesis, statistics, description, expert methods and sociological investigation methods. Quantitative method : using SPSS 23 to: - Check the reliability of the scale through Cronbach’s Alpha analysis. 12 - Exploratory factor analysis: Bartlett's test of sphericity, KMO (Kaiser- Mayer-Olkin) coefficient to consider EFA's suitability.
- Pearson correlation analysis between factors. - Regression analysis to identify linear regression models. The scope of research Focusing on 05 foreign language centers in Ho Chi Minh City: Vietnam – USA Society – The English (VUS), ILA English Center, Outerspace language school, english center of HCMC University of Education and english center of Saigon University. These are private language centers (VUS, ILA, Space) and public ones (english center of HCMC University of Education and english center of Saigon University) with a large number of students, many training facilities, especially ILA English Center is 100% foreign owned, with more than 30,000 students are studying at 12 campuses in HCMC and more than 450 foreign lecturers and academic management team.
VUS has 15 facilities distributed in the many districts of Ho Chi Minh City. Ho Chi Minh City with a large number of students attending from 25,000 to 30,000 students, and nearly 1,000 foreigners and Vietnamese teachers. Outerspace language school is famous for the "Reflection Method that has the fastest results in the shortest possible time", has 19 campuses and over 10,000 students. Foreign language center of Ho Chi Minh City University of Education and Saigon University attracted many students to study thanks to the average tuition, focusing on grammar practice, writing skills.
Sample research information was collected by interviewing students studying at these foreign language centers in Ho Chi Minh City via Google form on July, 2020. The structure Chapter 1. Introduction Introducing the urgency of the topic, research objectives, subjects and scope of research, research methods and contributions of the topic. Theoretical basis The content of this chapter provides a theoretical basis for students' motivation, learning needs and summarizes the research model of factors related to students' school choice.
On the basis of theory and research, the research will propose a model to study the factors that influence students' decision making. Research Methods This chapter focuses on the research methods that will be used in the topic to test scales and models along with the research hypotheses that underlie chapter 2. Data Analysis The main content of the chapter is to conduct research, analysis and give specific results related to the student's choice. Discussion of research results and some implications Based on the results achieved in chapter 3, this final chapter summarizes the overall results, shortcomings and limitations of the topic.
At the same time, there are some implications for improving the quality of education services at English language centers.