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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/1974

Title: The Study of Customer's Choice Criteria in Choosing Mandarin Language Institution in Bangkok
Authors: Dan Huang
Keywords: Choice criteria
Mandarin language institution
7Ps
Customer's lifestyle
Brand
Issue Date: 2016
Publisher: Bangkok University
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.
Description: Independent Study (M.B.A)--Graduate School, Bangkok University, 2016
Advisor(s): Sumas Wongsunopparat
URI: http://dspace.bu.ac.th/jspui/handle/123456789/1974
Appears in Collections:Independent Studies - Master

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