ANALYSIS OF SERVICE QUALITY TOWARDS CUSTOMER SATISFACTION AMONG BRITISH COUNCIL IELTS TRAINING CENTER ( A CASE STUDY IN HO CHI MINH CITY, VIETNAM )

Abstract

This research is aimed to examine “Analysis of Service Quality toward Customer Satisfaction among British Council Center and IELTS English Training Center in Ho Chi Minh City, Vietnam”. This thesis will help people understand more about the advantages of taking English exams particularly IELTS in order to be qualified for study and work abroad. The service quality dimensions like assurance, empathy, reliability, responsiveness and tangibility where used to analyze customer satisfaction of the students of British Council Center. The researcher distributed the questionnaire to 145 respondents who are studying at BCC in Ho Chi Minh. Quantitative research method was used and multiple regression analysis with F-Test and T-Test were applied in this research. The results of research shows that two of the variables (Reliability, Responsiveness) are significant and 3 variables (Tangibles, Assurance, and Empathy) are not having significant influence to customer satisfaction, and there is also a simultaneous significant influence of service quality towards customer satisfaction. This research also recommended that continuous improvement like additional facilities, updated computers and a friendlier and supportive staff should be improved by the BCC staff since tangibility and empathy variables got the lowest results.