BANKING ACADEMY FACULTY OF FOREIGN LANGUAGE --------------------- GRADUATION THESIS TOPIC: FACTORS INFLUENCING BANKING ACADEMY STUDENTS’ DECISION ON SELECTING ENGLISH CENTER TO SUPPORT IN MARKETING STRATEGY IN EAGLE EDUCATION Student : Vũ Ngọc Tú Vi Student ID : 19A7510236 Class : K19ATCD Academic year : 2016-2020 Supervisor : Phd. Trần Thị Xuân Anh Hà Nội, June, 2020 CERTIFICATE OF ORIGINALITY I guarantee that this paper is my own research. Every information and content in this paper is the result from practical research and is true of quoted sources. I will take all responsibility over every falseness in this paper.
Hanoi, June, 1st, 2020 Author of thesis Vũ Ngọc Tú Vi i ACKNOWLEDGEMENTS While conducting the research and working this graduation thesis, I have received a huge amount of enthusiastic support and valuable help from agencies, organizations and individuals. First, I would like to express my deep gratitude to Banking Academy, Foreigner Language faculty for greatly facilitating me during the time I studied here. I would like to express my most sincere thanks to Phd. Trần Thị Xuân Anh- my supervisor, who directly instruct me, provide me with documents and methods to complete this research paper.
I sincerely thank: - Managers and staves in sales department in Eagle Corporation, Lê Thanh Nghị branch who greatly facilitate my practice process here. - My family, relatives, friends and colleagues who give me great support and encouragement during this time. Once again, I sincerely thank you! ii TABLE OF CONTENTS CERTIFICATE OF ORIGINALITY.ii LIST OF ABBREVIATIONS. iv LIST OF TABLE.
vi LIST OF CHART .vii LIST OF DIAGRAM. viii CHAPTER 1:INTRODUCTION. Background of the study. Introduction about Eagle Education.
Objectives of the study. Significance of the study. Scope and limitation of the study. 3 CHAPTER 2:LITERATURE REVIEW.
14 CHAPTER 3:DATA AND METHODOLOGY. Population and sample. Cronbach’ Alpha test. Exploratory Factor Analysis (EFA).
Multivariate regression analysis. 23 CHAPTER 4:FINDINGS AND DISCUSSION. Test variable and model. Assessing the level of students’ selection on choosing English center.
Testing the differences in BA students’ English center choice according to demographic characteristics. 50 CHAPTER 5:RECOMMENDATION AND CONCLUSION. 57 APPENDICES iv LIST OF ABBREVIATIONS BA Banking Academy CITC Corrected Item-Total Correlation EFL English as a foreign language FL foreign language HEI higher education institution IELTS international English language testing system KOL key opinion leader PCC Pearson correlation coefficient SES socioeconomic status v LIST OF TABLE Table Page Table 4.1: Sample size genders 25 Table 4.2: School year of research sample 27 Table 4.3: Item-total statistics of all scales 28 Table 4.4: KMO, Bartlett’s and Variance test 30 Table 4.5: Result of factor analysis on independent variables 31 Table 4.6: Correlation matrix (Pearson) among factors 36 Table 4.7: Regression analysis 38 Table 4.8: Level of BA students’ decision on choosing English 43 center based on each factor Table 4.9: Levene test according to gender 48 Table 4.10: Table of Welch analysis 49 Table 4.11: Levene test according to school years 49 Table 4.12: ANOVA table based on school years 49 vi LIST OF CHART Chart Page Chart 4.1: Research sample genders 26 Chart 4.2: School year of research sample 27 Chart 4.3: Scatterplot chart 41 Chart 4.4: Histogram chart 42 LIST OF DIAGRAM Diagram Page Diagram 2.1: A model of student college choice, Chapman (1981) 6 Diagram 2. Đoàn Thị Huế’s Model of Influences on Nha 13 Trang University Students’ English Center Selection Diagram 2.3: Proposed conceptual model of student English center 15 choice Diagram 4.1: Adjusted research model 35 vii ABSTRACT Title: Factors Influencing Banking Academy Students’ Decision on Selecting English Center to Support in Marketing Strategy in Eagle Education Author: Vũ Ngọc Tú Vi Key words: influencing factor, students’ choices, English center, marketing strategies.
Trần Thị Xuân Anh Summary of the thesis: The purpose of this thesis is to investigate which factors affecting Banking Academy students’ English center selection and then give some suggestions to improve marketing activities in Eagle education center. The study is conducted based on literature about theory of motivation and college choice model. The research question are built and a research model including nine hypothesis are design for the investigation. Quantitative research with survey questionnaire is carried out, attracting 386 participants from Banking Academy.
Then the data collected are analyzed by using SPSS software. According to the study results, 7 determinant factors affecting Banking Academy students’ English center selection are quality of teachers, educational program, cost, location, reputation, advices from others and communication efforts. Moreover, it there are no statistical differences in students’ choices based on demographic characteristics. viii CHAPTER 1: INTRODUCTION 1.
Background of the study “Global language”, “lingua franca”, “international language”, all these terms always associate with English, proving its essential role in the world. Statistics showed that English is used by about 379 million people as the first language and more than 753 million people as the second language (Eberhard, ed., 2019), and the number can be said to reach 2 billion depending on the chosen criterion, making it the most spoken language by number of speakers. Moreover, English has been used as a vehicle of communication in every area of life, such as business, finance, technology, science, education and entertainment. Knowing English not only provides individual with chances to get better positions or jobs but also help people to reach a vast cultural knowledge, contributing in the need of integration, cooperation and development with the whole world.
In Vietnam, continuing market globalization and trade internationalization by participating in World Trade Organization - WTO and Trans-Pacific Partnership Agreement – TTP have paved the way for more international cooperation in the many fields such as economics, politics, entertainment. In response, there are now an increasing demand in studying this worldwide language, making learning English an urgent necessity of people, from children to adult different careers. University students particularly put forward an urgent demand of learning English as it is a part of soft skills needed for the university certificate and future career. English is indispensable factors for students looking for scholar to study abroad or a good position in company, organization domestically or internationally.
Besides, Hanoi, the capital of Vietnam, is also the commercial, cultural and educational center of Northern Vietnam and the second most productive economic center of the country. As a reason, there is a high demand of learning English in this city. Seizing this opportunity, more and more investors decide to allocate their money into education industry. Indeed, 855 English center had been licensed and operating in Hanoi right down to April 24th 2019 (Minister of Education and Training Vietnam, 2019).
As business competition appears in this field, every center needs to 1 enhance educational effectiveness, develop educational program to meet learners’ demand, make reputations to raise competitive position. Introduction about Eagle Education About Eagle Education English center, it is a part of Eagle Corporation and was licensed on March, 2019. From the first center in Hanoi, this brand has developed and expanded its influence by launching 30 branches in Hanoi, Ho Chi Minh and Da Nang city. The company’s major product is low-cost English courses, targeting customer of both students and workers.
However, 70 percent of learners here is contained by students. Eagle’s products include English communication courses and English four-skill courses, based on IELTS standard. Eagle Education has just opened a new branch on Son Tay Street which is near from Banking Academy. As a reason, Banking Academy students are now its potential customers.
Marketing strategies of this center are now sharply focusing on promoting low-cost courses that give customers great benefit with lowest price. Marketing process goes through 3 main steps: promotion on social media, telesales and sales talk. First, advertisement about non-cost or low-cost English course was created and run on Facebook and ask people to leave contact information to take more advice and gain scholarship to the course. After that, the telemarketers will contact customers to provide them with basic information about the courses available and invite them to the center to do a classification test.
Last, in the sales conversation, salespersons make a detailed product introduction and persuade customers to join in courses in Eagle Education. In conclusion, for English centers to get success in attracting learners, the managers need to have wider knowledge in factors influencing learners’ choices; therefore, they can change their product – English courses to meet learners’ demand or improve their marketing procedures to raise the chance of students selecting their centers. As a reason, this paper was conducted to find out these influences. Objectives of the study The present study pursues a general objective of investigating factors affecting decision on choosing English center of Banking Academy students.
Laid on this foundation, implications are carried to support marketing strategies in Eagle 2 Education English center. Concretely, the study will at first find factors influencing Banking Academy’s students in choosing English centers. The study then will evaluate these factors’ impacting level on Banking Academy students’ English centers. Next, the differences in English center selection will be analyzed.
Finally, the paper will compare the research results to Eagle English center’s present marketing strategies to give practical suggestion to improve and develop its marketing strategies. Significance of the study This study is conducted to find out which factors affect decision of Banking Academy students on choosing English center, and use the result to give suggestion for marketing strategy and sales talk process in Eagle Education English center. From the results of this study, this corporation can complete and develop their production, marketing strategy or sales talk process to fit consumers’ wishes, and then attract more customers. Moreover, this paper will also make a small contribution to future study by providing information relating to English education market scrutiny.
To myself, it broadens my experiences in customer surveys as well as study conduction. Scope and limitation of the study First, regardless of the efforts in completing the research questionnaire, it is inevitable that the questionnaire might be inadequate and inefficient. Moreover, as the research participants can freely inform the question table without revealing identity, it is incapable to confirm the accuracy of answers. Second, the research is conducted in a narrow scope which only concentrate on Banking Academy students.
In other words, the study does not widely cover students in the whole city, which is also an abundant source of students for English centers and Eagle English center in particular. Moreover, 386 participants was chosen using convenience sampling technique which is easy for the researcher to collect information but the data collected might be biased and might not reflect accurately the characteristic of the population. Last, because of the researcher’s limited understanding, some imposed solution might not entirely feasible. 3 CHAPTER 2: LITERATURE REVIEW 2.
Theoretical framework Motivation impacts on goal-taking actions, people need motivation to fulfil their objectives. Motivation not only drives cognition, action and emotion, it also provides readiness to spend time and energy on taking action (Baumeister, 2016). Moreover, motivation affects people’s information processing and decision making. When people have a strong motivation for achieving goals, they will spend more time paying attention, finding information and considering particularly.
Motivation is created from demand, purpose, value (belief) and ego (awareness of self- characteristics, personality and ability). The next paragraph of the study refers to motivation in learning English shown in Gardner’s educational model because motivation is believed to be one of the factors influencing students’ educational institution selection. Gardner (1985) asserted that motivational intensity have a strong effect on learning languages. Gardner’s Socio Educational Model of Second Language Acquisition is one of the most successful theory about foreign language learning motivation which affect hardly foreign language teaching and learning.
This model explained the role of individual different factors that a person might consider for deciding to study a foreign language (FL). A formula to measure FL learning motivation was developed by Gardner and his colleagues, which is called AMTB (Attitude/Motivation Test Battery).
