Determinant factors of student's decisions on choosing an English center: Bachelor thesis of Banking and Finance / Nguyễn Bình Minh ; supervisor Nguyễn Văn Thụy

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

1

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.

2

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.

Best Regards.

3

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.

4

TABLE OF CONTENTS

DECLARATION OF ORIGINALITY ......................................................................1

ACKNOWLEDGEMENT...........................................................................................2

ABSTRACT..................................................................................................................3

LIST OF FIGURES .....................................................................................................7

LIST OF TABLES .......................................................................................................8

CHAPTER 1. INTRODUCTION .............................................................................11

1.1. Background of the study............................................................................11

1.2. Research Objectives and research questions.............................................12

1.3. Research Subjects......................................................................................12

1.4. Research Methodology..............................................................................12

1.5. The scope of research ................................................................................13

1.6. The structure..............................................................................................14

CHAPTER 2. LITERATURE REVIEW.................................................................15

2.1. Definition...................................................................................................15

2.1.1. Decision to buy products or services.........................................................15

2.1.2. Foreign language Center ...........................................................................16

2.2. Literature review ...................................................................................................18

2.2.1. Consumer behavior theory ........................................................................18

2.2.2. Theory of Reasoned Action (TRA) and Theory of Planned Behavior

(TPB).........................................................................................................21

2.3. Empirical related studies...........................................................................26

2.3.1. The research of David Chapman (1981) ...................................................26

2.3.2. The research of Nguyen Minh Ha (2011) .................................................27

2.3.3. The research of Nguyen Phuong Toan (2011) .........................................28

2.3.4. The research of Nguyen Thi Bao Khuyen (2013).....................................29

2.3.5. The research of Tran Thi Minh Duc (1996)..............................................30

2.4. Hypothesis and conceptual model.............................................................33

2.4.1. Hypothesis.................................................................................................33

5

2.4.2. Conceptual model......................................................................................36

CHAPTER 3. METHODOLOGY ............................................................................38

3.1. Research process .......................................................................................38

3.2. The research design ...................................................................................39

3.2.1. Research steps ...........................................................................................39

3.2.2. Building the scale ......................................................................................40

3.3. Quantitative research .................................................................................44

3.3.1. Sampling method.......................................................................................44

3.3.2. Sample size................................................................................................45

3.3.3. Quantitative survey structure.....................................................................45

3.3.4. Collect research sample information.........................................................45

3.3.5. Data analysis method.................................................................................46

CHAPTER 4. DATA ANALYSIS.............................................................................52

4.1. Sample description ................................................................................................52

4.2 Result of analyzing the reliability of scale.............................................................53

4.2.1. Branding ....................................................................................................53

4.2.2. Facilities ....................................................................................................55

4.2.3. Teacher ......................................................................................................56

4.2.4. Tuition fee .................................................................................................57

4.2.5. Marketing ..................................................................................................58

4.2.6. Social influence .........................................................................................58

4.2.7. Motivation of students...............................................................................59

4.2.8. Decision on choosing an English center ...................................................60

4.3. Results of Exploratory Factor Analysis – EFA.....................................................61

4.3.1. Results of factor analysis for independent variables.................................61

4.3.2. Results of factor analysis for dependent variable......................................64

4.4. Testing of correlation coefficient Pearson ............................................................66

4.5. Multiple Linear Regression Analysis....................................................................68

4.5.1. Fitness of the model ..................................................................................68

4.5.2. F-test of Overall Significance....................................................................69

6

4.5.3. Statistical significance of the independent variables.................................69

4.5.4. Multiple linear regression model...............................................................70

4.6. Anova test on different groups of samples............................................................71

4.6.1. Gender .......................................................................................................71

4.6.2. Age ............................................................................................................73

4.6.3. Income .......................................................................................................74

CHAPTER 5. DISCUSSION OF RESEARCH RESULTS AND SOME

IMPLICATIONS........................................................................................................75

5.1. Conclude ...............................................................................................................75

5.2. Administration implication ...................................................................................76

5.2.1. Teachers.....................................................................................................76

5.2.2. Tuition fee .................................................................................................77

5.2.3. Facilities ....................................................................................................78

5.2.4. Branding ....................................................................................................79

5.2.5. Motivation of students...............................................................................79

5.2.6. Marketing ..................................................................................................80

5.2.7. Social influence .........................................................................................80

5.3.Limitations and the next research direction ...........................................................81

APPENDIX 1 TRANSLATED SURVEY ................................................................82

REFERENCES...........................................................................................................86

7

LIST OF FIGURES

1 Figure 2.1 Consumer Behavior Theory ....................................................................19

2 Figure 2.2 Theory of Reasoned Action Model (TRA) (Fishbein and Ajzen, 1975) 23

3 Figure 2.3 Theory of Planned Behavior Model (TPB) (Ajzen, 1991)......................25

4 Figure 2.4 Field selection model of David Chapman (1981)....................................26

5 Figure 2.5 The research model of Nguyen Minh Ha ....Error! Bookmark not defined.

6 Figure 2.6 The research model of Nguyen Phuong Toan.........................................29

7Figure 2.7 The research model of Nguyen Thi Bao Khuyen ....................................30

8 Figure 2.8 The research model of Tran Thi Minh Duc ............................................31

9Figure 3.1 Proposed Research Model .........................................................................37