AN EVALUATION OF STUDENTS’ SATISFACTION WITH THE QUALITY OF UNDERGRADUATE BUSINESS ENGLISH PROGRAMS (THE CASE OF ECONOMIES UNIVERSITIES IN HANOI)

Abstract

Due to the increasing competition of educational sector, universities are striving for their brand positioning. As an intangible service sector, universities can get the sustainable competitive advantage in the market by providing the excellent service quality. The study aims to evaluate students' satisfaction with the quality of Business English (BE) programs at economics universities in Hanoi, Vietnam. The model and hypotheses are developed based on quantitative research. Data was collected through self-administered close-ended questionnaire from a sample of 360 students. For analysis purpose, SPSS 22 were used to confirm the validity concerns and determine the proposed relationship among selected variables. The output reveals that lecturers are the strongest influencers of students’ satisfaction, followed by reputation, facilities and curriculum while administrative support is found to have no impact on students’ satisfaction. This study provides a ‘snapshot’ to the university management about the provision of current service quality and proposes suggestions to improve the service quality within minimum resources to get the sustainable competitive advantage in the market.