Các yếu tố ảnh hưởng đến hành vi của khách hàng khi lựa chọn khóa học tại Trung tâm Anh ngữ Weset

Khám phá các yếu tố ảnh hưởng đến hành vi khách hàng khi chọn khóa học tại trung tâm tiếng Anh Weset. Tìm hiểu để tối ưu hóa lựa chọn.

• Tác giả: Nguyen Thi Thu
• Người hướng dẫn: Nguyen Ngoc Thao Nguyen - Marketing Manager
• Trường học: Hoa Sen University
• Chuyên ngành: Business English and Corporate Communication
• Đề tài: Factors Affecting The Behavior Of Customers Choosing Courses At Weset English Center
• Loại tài liệu: graduation internship report
• Năm xuất bản: 2022
• Địa điểm: Ho Chi Minh City

Mục lục chi tiết

• ACKNOWLEDGEMENTS
• 1. CHAPTER 1: INTRODUCTION
• 1.1. The target customers
• 1.2. Areas of operation
• 1.3. Partners of WESET English Center
• 1.4. The achievement of the company
• 2. CHAPTER 2: ORGANIZATION
• 2.1. General information
• 2.2. Overview of WESET English Center Company’s
• 2.3. Partners of WESET English Center
• 2.4. The competitors
• 2.5. The achievement of the company
• 2.6. Company structure
• 3. CHAPTER 3: POSITION AND TASKS
• 3.1. The department of company
• 3.2. Content creator
• 3.2.1. Write content according to the content pillar
• 3.2.2. Order picture (from design team)
• 3.2.3. Make a content plan for next week
• 3.3. Work experience
• 4. CHAPTER 4: TOPIC: “FACTORS AFFECTING THE BEHAVIOR OF CUSTOMERS CHOOSING COURSES AT WESET ENGLISH CENTER”
• 4.1. Matter/Issue Identification & Description
• 4.2. Matter/Issue Analytical Interpretation
• 4.2.1. Consumer buying decision process
• 4.2.2. Factors influencing consumer behavior
• 4.2.3. The concept of consumer behavior
• 4.2.4. Buying behavior model
• 4.2.5. Factors influencing buying decision
• 4.2.6. Theories related to behavior and behavioral decisions
• 4.2.6.1. Theory of Reasoned Action - TRA
• 4.2.6.2. Theory of Planned Behavior – TPB (Ajzen, 1991)
• 4.2.7. Factors affecting educational services choice behavior
• 4.2.8. Building a proposed research model
• 4.2.9. Building the scale in the research model
• 4.2.10. Results of customer evaluation analysis for IELTS course at WESET English Center
• 4.2.10.1. Sample descriptive statistics
• 4.2.10.2. Descriptive statistics according to customer behavior
• 4.2.10.3. Descriptive statistics of observed variables
• 4.3. Matter enhancement/ Solutions
• 4.3.1. Basis for proposed solution
• 4.3.2. The context of the IELTS certification training market in Ho Chi Minh City
• 4.3.3. Results from customer survey
• 4.3.4. Solution 1: Improve activities that affect and influence student's course choice behavior
• 4.3.5. Solution 2: Minimizing the negative impact of "Tuition group" on students' decision to choose courses
• 4.4. Limitations of the topic
• 5. CHAPTER 5: SELF-EVALUATION
• 6. CHAPTER 6: CONCLUSION AND RECOMMENDATIONS
• LIST OF TABLE
• LIST OF FIGURE
• IMAGE INDEX

Tóm tắt

I. Giới thiệu

Bài viết này tập trung vào việc phân tích hành vi khách hàng khi lựa chọn khóa học tiếng Anh tại Trung tâm Anh ngữ Weset. Trong bối cảnh hiện nay, việc lựa chọn khóa học không chỉ dựa vào chất lượng giảng dạy mà còn phụ thuộc vào nhiều yếu tố khác nhau. Các yếu tố này bao gồm thái độ của khách hàng, sự hài lòng với dịch vụ, và thông tin khóa học mà họ nhận được. Việc hiểu rõ những yếu tố này sẽ giúp trung tâm cải thiện dịch vụ và thu hút nhiều học viên hơn.

1.1. Tầm quan trọng của việc nghiên cứu hành vi khách hàng

Nghiên cứu hành vi khách hàng là một phần quan trọng trong việc phát triển chiến lược marketing cho Trung tâm Anh ngữ Weset. Hiểu rõ lý do tại sao khách hàng chọn khóa học này sẽ giúp trung tâm điều chỉnh chương trình giảng dạy và các hoạt động quảng bá. Theo một nghiên cứu, 47% chi tiêu của người Việt Nam dành cho giáo dục, cho thấy nhu cầu học tập ngày càng cao. Điều này đặt ra thách thức cho các trung tâm Anh ngữ trong việc cung cấp dịch vụ phù hợp với mong đợi của khách hàng.

II. Các yếu tố ảnh hưởng đến hành vi khách hàng

Có nhiều yếu tố ảnh hưởng đến quyết định của khách hàng khi chọn khóa học tiếng Anh tại Trung tâm Anh ngữ Weset. Một trong những yếu tố quan trọng là chất lượng giảng dạy. Khách hàng thường tìm kiếm những giáo viên có trình độ cao và phương pháp giảng dạy hiệu quả. Ngoài ra, giáo viên tiếng Anh cũng đóng vai trò quan trọng trong việc tạo ra trải nghiệm học tập tích cực cho học viên. Một nghiên cứu cho thấy rằng thái độ của giáo viên có thể ảnh hưởng lớn đến sự hài lòng của học viên.

2.1. Chất lượng giảng dạy

Chất lượng giảng dạy tại Trung tâm Anh ngữ Weset được đánh giá qua nhiều tiêu chí, bao gồm phương pháp học và kinh nghiệm giảng dạy của giáo viên. Học viên thường có xu hướng chọn những khóa học có giáo viên có kinh nghiệm và phương pháp giảng dạy hiện đại. Việc áp dụng các phương pháp học tập tương tác và thực hành sẽ giúp học viên cảm thấy hứng thú hơn trong quá trình học tập.

2.2. Thông tin khóa học

Thông tin về khóa học cũng là một yếu tố quan trọng ảnh hưởng đến quyết định của khách hàng. Khách hàng cần có đầy đủ thông tin về thời gian học, chi phí khóa học, và nội dung giảng dạy. Việc cung cấp thông tin rõ ràng và minh bạch sẽ giúp khách hàng cảm thấy tin tưởng hơn khi lựa chọn khóa học tại Trung tâm Anh ngữ Weset.

III. Đánh giá và giải pháp

Để nâng cao hành vi khách hàng trong việc chọn khóa học tiếng Anh, Trung tâm Anh ngữ Weset cần thực hiện một số giải pháp. Đầu tiên, trung tâm nên cải thiện chất lượng giảng dạy thông qua việc đào tạo và phát triển đội ngũ giáo viên tiếng Anh. Thứ hai, việc tăng cường trải nghiệm khách hàng cũng rất quan trọng. Trung tâm có thể tổ chức các buổi hội thảo, sự kiện để khách hàng có cơ hội trải nghiệm trước khi quyết định đăng ký khóa học.

3.1. Cải thiện chất lượng giảng dạy

Cải thiện chất lượng giảng dạy là một trong những ưu tiên hàng đầu. Trung tâm cần đầu tư vào việc đào tạo giáo viên, cập nhật phương pháp giảng dạy mới và phù hợp với nhu cầu của học viên. Việc này không chỉ giúp nâng cao chất lượng khóa học mà còn tạo ra sự hài lòng cho học viên, từ đó tăng cường hành vi khách hàng tích cực.

3.2. Tăng cường trải nghiệm khách hàng

Tăng cường trải nghiệm khách hàng thông qua các hoạt động ngoại khóa, sự kiện giao lưu sẽ giúp học viên cảm thấy gắn bó hơn với trung tâm. Việc tổ chức các buổi hội thảo, lớp học thử miễn phí sẽ tạo cơ hội cho khách hàng trải nghiệm trước khi quyết định đăng ký. Điều này không chỉ giúp tăng cường sự hài lòng mà còn tạo ra những đánh giá tích cực từ phía khách hàng.

Trích đoạn nội dung tài liệu

MINISTRY OF EDUCATION & TRAINING HOA SEN UNIVERSITY FACULTY OF FOREIGN LANGUAGES – INTERNATIONAL CULTURES GRADUATION INTERNSHIP REPORT TOPIC: “FACTORS AFFECTING THE BEHAVIOR OF CUSTOMERS CHOOSING COURSES AT WESET ENGLISH CENTER” Company : WESET ENGLISH CENTER COMPANY LIMITED Duration : from 18/04/2022 to 29/07/2022 Supervisor : Nguyen Ngoc Thao Nguyen – Marketing Manager Student : Nguyen Thi Thu – 2180007 Class : TM1811 July, 2022 ACKNOWLEDGEMENTS First of all, I would like to thank WESET English Center for agreeing to let me practice and work here. Furthermore, I feel proud to receive the help of the Marketing Department, and Ms. Nguyen Ngoc Thao Nguyen guided me as well as shared working experiences for me when I worked here. It means a lot to me and really helps me in my future career.

For this internship, I am extremely grateful to Mr. Le Huu Chau - who organized the program and created conditions for me to come to the business, to experience. I would like to express my sincere thanks to lecturer Trinh Binh Thanh Son - who helped me a lot from guiding to observing my internship at the company and also answering my questions and problems. Thanks to the dedicated guidance of two teachers, I was able to successfully complete the internship and complete the report.

I am very grateful to Hoa Sen University - the university where I am studying for knowledge that I can apply in my life as well as in my future work. Thank you to the School Board and the teachers for opening such a practical course like this. Finally, I would like to thank the other trainees who helped me a lot during this internship. Student Nguyen Thi Thu I SUPERVISOR’S REMARKS.

Ho Chi Minh City, July. 2022 Supervisor’s Remarks (Sign full name and stamp) II TABLE OF CONTENT ACKNOWLEDGEMENTS. II LIST OF TABLE. VI LIST OF FIGURE.

VI CHAPTER 1: INTRODUCTION .1 The target customers .2 Areas of operation .3 Partners of WESET English Center .5 The achievement of the company. 12 CHAPTER 3: POSITION AND TASKS .1 The department of company .1 Write content according to the content pillar .3 Make a content plan for next week. 22 CHAPTER 4 TOPIC: “FACTORS AFFECTING CUSTOMER BEHAVIOR WHEN CHOOSING IELTS COURSES AT WESET”.1 Matter/Issue Identification & Description .2 Matter/Issue Analytical Interpretation. Consumer buying decision process.

Factors influencing consumer behavior. The concept of consumer behavior. Buying behavior model. Factors influencing buying decision.

Theories related to behavior and behavioral decisions. Theory of Reasoned Action - TRA. Theory of Planned Behavior – TPB) (Ajzen, 1991). Factors affecting educational services choice behavior.

Building a proposed research model. Building the scale in the research model. Results of customer evaluation analysis for IELTS course at WESET English Center. Sample descriptive statistics.

Descriptive statistics according to customer behavior. Descriptive statistics of observed variables. Matter enhancement/ Solutions.1 Basis for proposed solution .1 The context of the IELTS certification training market in Ho Chi Minh City .2 Results from customer survey. Solution 1: Improve activities that affect and influence student's course choice behavior.

Solution 2: Minimizing the negative impact of "Tuition group" on students' decision to choose courses. Limitations of the topic. 55 CHAPTER 5: SELF-EVALUATION. 57 CHAPTER 6: CONCLUSION AND RECOMMENDATIONS.

62 IV LIST OF TABLE Table 2. 1 Overview of WESET English Center. 2 WESET English Center service courses are in business. 3 Company Organization chart.

1 EC Department chart. 2 Marrketing Department chart. 3 HALA Department chart. 1 Recommended scale table.

2 Survey sample characteristics. 3 The source of information that customers know about IELTS courses at WESET English Center. 4 Statistical table describing observed variables. 5 Analysis of the current situation, problems and solutions for the IELTS course at WESET English Center.

51 V IMAGE INDEX Picture 2. 2 WESET Corporate Partners. 3 Political and social organization partners. 5 High School Partners.

7 Clubs - Teams – Groups Partners. 8 IELTS Fighter's Logo. 9 The IELTS Workshop's Logo. 10 IELTS Vietop's Logo.

11 IELTS IPP's Logo. 12 IELTS Dinh Luc's Logo. 13 YOUPRENEUR LAUNCHPAD 2022 event. 14 CMO THINK & ACTION 2022 event.

16 ENGLISH STATION 2022: COLORLIFE event. 17 Launching ceremony of summer volunteer programs and campaigns 2022 11 Picture 2. 18 The students achieved good results. 1 WESET English Center fanpage.

2 WESET English Center’s Website. 3 Post for the Speaking club event. 4 Post for external events. 5 Post for showing off student scores.

6 Content is saved on Google doc. 7 Sheet for members to order products and pictures. 1 Number of IELTS courses at WESET English Center that customers have attended. 46 LIST OF FIGURE Figure 4.

1 Consumer buying decision process. 2 Consumer buying behavior model. 3 Detailed model of factors affecting behavior. 4 Factors that determine value for customers.

5 Theory of reasoned action model (TRA). 6 Theory model of intended behavior (TPB). 7 Proposed research model. 38 VI CHAPTER 1: INTRODUCTION Along with the process of studying hard at the school, the business internship period is really meaningful and plays an important role in the growth of students and later career opportunities.

Internships are the best way for students to gain experience in their field of interest. I was given clear directions to sign up for and participate in this internship as part of the business English and corporate communication curriculum I took, and it was really beneficial to me. Hoa Sen University has partnered with companies to give students the chance to experience a fulfilling and professional job environment. During this internship I got to work at WESET English Center.

Internship at this company is an opportunity for me to observe the daily work there, the culture and working environment (dynamic, professional or other criteria that I am looking for), as well as This is an opportunity for me to understand more about the field of career that I am pursuing. I started my internship here from April 18, 2022 to July 29, 2022 with the position of Social Content in Marketing department. During my work at WESET English Center, I have set my own goals: The first goal. Try to catch up with a new job with a new role The second goal.

Try to complete the assigned tasks on time The third goal. Develop my work with my own creativity 1 CHAPTER 2: ORGANIZATION 2. General information Legal representative: Mr. Nguyen Tan Sang - Title: Director Head office address: 873A Tran Hung Dao, Ward 1, District 5, HCMC Fanpage: https://www.com/WESETEnglishCenter Established in 2016, WESET ENGLISH CENTER is an English language center that applies a new model of English teaching, focusing on the long-term interests of students: studying English is not only to take exams to get additional certificates in your study abroad records, to apply for jobs, but also to use English fluently as a second language, ready to integrate into the international environment.

Based on that core value, WESET's IELTS and Communication courses all apply the Root-Based Learning method: taking the foundation of grammar and vocabulary as the root, developing English skills based on scientific knowledge, academic, social. from thence, students can not only achieve the desired IELTS score but also be able to apply English fluently in real life and work. 1 Overview of WESET English Center Company’s WESET ENGLISH CENTER COMPANY LIMITED name Tax code 0315498413 Email [e-mail] Website https://www.vn/ Contact Branch 1: 873A Tran Hung Dao Street, Ward 1, District 5, information HCMC - 0283 838 3877 Branch 2: 875 Tran Hung Dao Street, Ward 1, District 5, HCMC - 0283 838 3877 Branch 3: 780 Vo Van Kiet Street, Ward 5, District 5, HCMC - 0283 838 3877 Branch 4: 835/12 Vo Van Kiet Street, Ward 5, District 5, HCMC - 0283 838 3877 LOGO Picture 2. 1 Company’s Logo Source: weset.1 The target customers WESET's target audience consists of those who desire to study the language and advance their proficiency.

The WESET English Center's target demographic is Ho Chi Minh City's students and working population. 3 WESET students always strive for a vibrant and productive learning environment for English. They want to enhance their English in order to make investments in the present and the future. They are competent and in high demand in English.2 Areas of operation WESET's products include: IELTS classes, Communication classes, tutoring classes and TOEIC practice classes.

2 WESET English Center service courses are in business Course Duration Session Pre-Intermediate 72 hours Mon, Wed, Fri/ Tue, Thu, Sat Intermediate 72 hours Mon, Wed, Fri/ Tue, Thu, Sat Upper 72 hours Mon, Wed, Fri/ Tue, Thu, Sat Advanced 72 hours Mon, Wed, Fri/ Tue, Thu, Sat Intensive 72 hours Mon, Wed, Fri/ Tue, Thu, Sat Basic communication 54 hours Mon, Wed, Fri/ Tue, Thu, Sat Advanced communication 54 hours Mon, Wed, Fri/ Tue, Thu, Sat TOEIC 600+ 24 hours Sat– Sun (Source: WESET English Center) 2.3 Partners of WESET English Center 4 Picture 2. 2 WESET Corporate Partners Picture 2. 3 Political and social organization partners Picture 2. 4 Media partners Picture 2.

5 High School Partners 5 Picture 2. 6 University partners Picture 2. 7 Clubs - Teams – Groups Partners 2.4 The competitors For a big city like Ho Chi Minh City, WESET has countless competitors in this business. Some competitors such as IELTS Fighter, The IELTS Workshop, IELTS Vietop, IELTS IPP, IELTS Dinh Luc, etc.

8 IELTS Fighter's Logo Picture 2. 9 The IELTS Workshop's Logo 7 Picture 2. 10 IELTS Vietop's Logo Picture 2. 11 IELTS IPP's Logo 8 Picture 2.

12 IELTS Dinh Luc's Logo 2.5 The achievement of the company WESET English Center is always responsible to the community during its operation. Since day one, they have partnered with countless businesses as sponsors and similar roles. Here are the most recent social activities they sponsor: Picture 2. 13 YOUPRENEUR LAUNCHPAD 2022 event 9 Picture 2.

14 CMO THINK & ACTION 2022 event Picture 2. 15 FTUSHINE 2022 event 10 Picture 2. 16 ENGLISH STATION 2022: COLORLIFE event Picture 2. 17 Launching ceremony of summer volunteer programs and campaigns 2022 11 WESET has succeeded in helping students achieve good results Picture 2.

18 The students achieved good results 2.3 Company structure Table 2. 3 Company Organization chart BOARD OF DIRECTORS DIRECTORS Academic EC Marketing HR - Accountant Legal Admin BOARD OF MANAGER Director: Mr. Nguyen Tan Sang Functions and duties of the director: • Establish diplomatic relations to application and enrollment. 12 • Organize the decisions that the center makes.

• Organize the implementation of the center's enrollment and exam plans. • Promulgate regulations on internal management of the center. • Proposing the organizational structure plan of the center. • Recruitment of central staff.

• Notify the exam information in a timely manner to the junior staff. • Provide reasonable training programs for the center in accordance with human resources force. PROFESSIONAL DEPARTMENTS (1) Academic Department Functions and duties: • Responsible for managing and coordinating teaching activities and training programs. • Develop operating procedures of the training department, plan to recruit, train and manage a team of teachers and teaching assistants • Develop a process of teaching quality management and coordinate and control the implementation process • Develop test documents, report standards, assess students' qualifications in each period and stage, ensure that training quality assessment activities take place in the most effective and efficient manner.