Impacts of training service quality on student satisfaction and Word-of-mouth in online English training

Abstract

This article aims at investigate components that comprise training services quality and the impacts of training service quality on student satisfaction and word-of-mouth in online English training. The combined quantitative and qualitative research methods were applied. Data were surveyed from 502 students studying online English programs, mainly at Universities in Ho Chi Minh city. Analytical methods such as cronbach's alpha, exploratory factor analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM) were used to test the quality relationship of online English training services to student satisfaction and student word of mouth. The SPSS and AMOS programs are also used for data analysis. The findings show that the quality of service provided by online English training has a direct influence on student satisfaction. The service quality of online English teaching has an immediate and indirect influence on student word-of-mouth. Student satisfaction has a direct influence on student word of mouth. Moreover, the research points out that service quality of online English training consists of six components: (1) responsiveness; (2) reliability; (3) empathy; (4) assurance; (5) privacy and (6) website design. Based on these findings, some administrative implications for educational administrators are proposed in order to improve the quality of training services toward learner satisfaction, so that they will have positive oral communication from learners, which is the most effective and reliable channel for communication and promotion.