Factors Influencing Parents’ Repurchase Intention English Language Centers: The Case of Asem Vietnam

Thi Mai Le; Thi-Yen- Ly Dinh; Thi-Hong- Hanh Nguyen

doi:10.55927/eajmr.v4i5.183

Authors

Thi Mai Le International School, Vietnam National University, Hanoi
Thi-Yen- Ly Dinh International School, Vietnam National University, Hanoi
Thi-Hong- Hanh Nguyen International School, Vietnam National University, Hanoi

DOI:

https://doi.org/10.55927/eajmr.v4i5.183

Keywords:

Educational Quality, Repurchase intention, Parents’ satisfaction and trust, Marketing Mix, English Language Center

Abstract

The study adopts the Stimulus–Organism–Response (SOR) model to examine how external factors influence parents’ intention to re-enroll their children in English centers. Based on data from 207 parents whose children had attended ASEM Vietnam English Center, analyzed using Smart PLS 3.0 and SPSS 26, findings reveal that trust is the strongest predictor of repurchase intention, followed by satisfaction. Educational Quality is the most influential factor of parents’trust. Customers satisfaction is being influenced by center education quality, following by perceived price, facility and human resources. The location does not significantly affect satisfaction. The study provides practical recommendations to reduce service intangibility, enhance perceived educational value, and strengthen relationship marketing to build long-term parental loyalty.

References

Al Hubaishi, H., & Ali, A. (2022). The effect of provided education services on meeting residents’ satisfaction in the United Arab Emirates, the case of Ajman Emirate. Creative Education, 13(4), 1511-1528.

Ali, F., Kim, W. G., Li, J., & Jeon, H. M. (2018). Make it delightful: Customers' experience, satisfaction and loyalty in Malaysian theme parks. Journal of Destination Marketing & Management, 7, 1-11.

Chatzoglou, P., Chatzoudes, D., Savvidou, A., Fotiadis, T., & Delias, P. (2022). Factors affecting repurchase intentions in retail shopping: An empirical study. Heliyon, 8(9), e10619-e10619.

Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.

Chen, Y., & Fu, F. Q. (2015). The behavioral consequences of service quality: An empirical study in the Chinese retail pharmacy industry. Health Marketing Quarterly, 32(1), 14-30.

Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer–seller relationships. Journal of Marketing, 61(2), 35-51.

DtiNews. (2024). Vietnam leads Southeast Asia in study abroad. https://dtinews.dantri.com.vn/vietnam-today/vietnam-leads-southeast-asia-in-study-abroad-20240218091349427.htm

El-Astal, M. (2023). What is curriculum? Building a broader understanding of the term. Journal of Curriculum and Teaching, 12(6), 188-196.

Filip, A. (2012). Marketing theory applicability in higher education. Procedia-Social and Behavioral Sciences, 46, 912-916.

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.

Friedman, B. A., Bobrowski, P. E., & Markow, D. (2007). Predictors of parents' satisfaction with their children's school. Journal of Educational Administration, 45(3), 278-288.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: A global perspective. Pearson/Prentice Hall.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage Publications.

Harvey, L., & Green, D. (1993). Defining quality. Assessment & Evaluation in Higher Education, 18(1), 9-34.

Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800.

Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In New Challenges to International Marketing (pp. 277-319). Emerald Group Publishing Limited.

Ho, H. F. (2015). Place strategy in school marketing: Location, timing, and physical evidence. Review of European Studies, 7, 60.

Huang, J. H., Chen, L. G., Ma, Y. X., & Gao, S. Y. (2022). The relationship between parental satisfaction and parental loyalty in kindergartens: The mediating role of parental trust and parental relationship commitment. Frontiers in Psychology, 13, 822164.

Jiang, L. A., Yang, Z., & Jun, M. (2013). Measuring consumer perceptions of online shopping convenience. Journal of Service Management, 24(2), 191-214.

Khan, E. A., Cram, A., Wang, X., Tran, K., Cavaleri, M., & Rahman, M. J. (2023). Modelling the impact of online learning quality on students' satisfaction, trust and loyalty. International Journal of Educational Management, 37(2), 281-299.

Kiemas, R. A., & Hussein, A. S. (2024). The impact of experience quality on customer loyalty: The mediating role of achievement of training and trust, with image of training as a moderating variable. Asian Economic and Financial Review, 14(12), 914.

Kim, D. J., Ferrin, D. L., & Rao, H. R. (2009). Trust and satisfaction, two stepping stones for successful e-commerce relationships: A longitudinal exploration. Information Systems Research, 20(2), 237-257.

Leblanc, G., & Nguyen, N. (1997). Searching for excellence in business education: an exploratory study of customer impressions of service quality. International Journal of Educational Management, 11(2), 72-79.

Lee, H.-J. (2022). A study on the effect of customer habits on revisit intention focusing on franchise coffee shops. Information, 13(2), 86.

Mehrabian, A. (1974). An approach to environmental psychology. Massachusetts Institute of Technology.

Meier, C., & Lemmer, E. (2019). Parents as consumers: A case study of parent satisfaction with the quality of schooling. Educational review, 71(5), 617-630.

Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.

Nesset, E., & Helgesen, Ø. (2009). Modelling and managing student loyalty: A study of a Norwegian university college. Scandinavian Journal of Educational Research, 53(4), 327-345.

Nguyen, T.-T., Pham, H.-H., Cao, Q.-T., Nguyen, X. A., & Do, M. T. (2021). Investigating the impacts of core educational quality on the satisfaction and loyalty of parents of secondary school students: The mediating role of transformative quality. Cogent Education, 8(1), 1911283.

Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70(4), 136-153.

Pan, J., Ishak, N. A., & Qin, Y. (2024). The application of Moore's online learning interactions model in learning outcomes: The SOR (stimulus-organism-response) paradigm perspective. Heliyon, 10(7).

Phan Tan, L., & Le, T. H. (2023). The influence of perceived price and quality of delivery on online repeat purchase intention: The evidence from Vietnamese purchasers. Cogent Business & Management, 10(1), 2173838.

Poole, S. M. (2017). Developing relationships with school customers: the role of market orientation. International Journal of Educational Management, 31(7), 1054-1068.

Ramsden, P. (2003). Learning to teach in higher education (2nd ed.). Routledge.

Ravishankar, K., Subramani, A., Jan, N. A., & David, R. (2024). Determinants of students' enrolment intention of higher education in foreign universities: an empirical study using stimulus-organism-response (SOR) model. International Journal of Management in Education, 18(3), 173-197.

Saha, R. K., & Ali, M. B. (2024). Does enduring brand loyalty in mobile financial service platforms require strong commitment? A stimulus-organism-response (SOR) perspective. Journal of Financial Services Marketing, 29(4), 1-12.

Siddiqi, K. O., Rahman, J., Tanchangya, T., Rahman, H., Esquivias, M. A., & Rahman, M. H. (2024). Investigating the factors influencing customer loyalty and the mediating effect of customer satisfaction in online food delivery services: Empirical evidence from an emerging market. Cogent Business & Management, 11(1), 2431188.

Silva, D. S., Moraes, G. H. S. M. d., Makiya, I. K., & Cesar, F. I. G. (2017). Measurement of perceived service quality in higher education institutions: A review of HEdPERF scale use. Quality Assurance in Education, 25(4), 415-439.

Sultan, P., & Yin Wong, H. (2012). Service quality in a higher education context: an integrated model. Asia Pacific Journal of Marketing and Logistics, 24(5), 755-784.

Supriharyanti, E., Agung, D. A., Agrippina, Y. R., Wibiamto, F. E. Y., & Pratama, B. (2022). Proximity and retail loyalty: Mediation of time convenience. Asian Journal of Business Research, 12(2).

Teeroovengadum, V., Kamalanabhan, T., & Seebaluck, A. K. (2016). Measuring service quality in higher education: Development of a hierarchical model (HESQUAL). Quality Assurance in Education, 24(2), 244-258.

Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85(1), 31-41.

Wu, Y. C., Hsieh, L. F., & Lu, J. J. (2015). What's the relationship between learning satisfaction and continuing learning intention? Procedia-Social and Behavioral Sciences, 191, 2849-2854.

Yi, Y., & Gong, T. (2008). If employees “go the extra mile,” do customers reciprocate with similar behavior? Psychology & Marketing, 25(10), 961-986.

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.

Zhang, Y., Fang, Y., Wei, K. K., Ramsey, E., McCole, P., & Chen, H. (2011). Repurchase intention in B2C e-commerce—A relationship quality perspective. Information & Management, 48(6), 192-200.