The Study of Customer's Choice Criteria in Choosing Mandarin Language Institution in Bangkok

Abstract

This study aims to examine and identify factors which significantly influence customer’s choice criteria in choosing Mandarin Language Institution in Bangkok. This study is a quantitative study based on the concept of 7Ps, customer’s lifestyle and brand, which used samples from customers of ECC, Pro Language and JCS located in Bangkok. Questionnaire has been used as an instrument to collect data. The questionnaire has been examined within two importance aspects which are content validity and reliability. In addition, Multinomial logistic Regression method were employed for hypothesis testing process and generating results in accordance with purposes of this study. According to the data analysis, consumer emphasizing on the importance of personnel, process, physical asset of 7Ps part, and the word of mouth communication when selecting Mandarin language institution to study Mandarin.