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The Impact of App Experience, Livestream and Personal Coach on Customer Satisfaction: A Case Study from an English Centre

In: Proceedings of the International Conference on Emerging Challenges: Strategic Adaptation in the World of Uncertainties (ICECH 2022)

Author

Listed:
  • Dung Nguyen Tien

    (Hanoi University of Science and Technology, Department of Business Administration, School of Economics and Management)

  • Anh Do Ha

    (Hanoi University of Science and Technology, School of Economics and Management)

Abstract

This paper aims to study the impact of the study app, livestream class and personal coach on customer satisfaction in learning basic English language at an English centre. A sample of 138 customers who bought English learning books from an English education company was surveyed to study the impact of the book, study app, livestream class and personal coach on customer satisfaction. A structural equation model was applied to explore the interaction among the four input variables and the influence of these inputs to customer satisfaction. Among the four factors of the book the study app, livestream class and personal coach, the empirical evidence showed that there are three variables having a significant effect on learner satisfaction . They are the book, study app and personal coach. The study has useful implication for the companies who operate in English education and training. Learners who are customers, need more than a physical book, but also a total solution for their problems. Such companies should invest in designing and implementing not only the attractive books, but also useful study app and helpful personal coach services to their customers.

Suggested Citation

  • Dung Nguyen Tien & Anh Do Ha, 2023. "The Impact of App Experience, Livestream and Personal Coach on Customer Satisfaction: A Case Study from an English Centre," Advances in Economics, Business and Management Research, in: Tra Lam Pham & Quang Huy Pham (ed.), Proceedings of the International Conference on Emerging Challenges: Strategic Adaptation in the World of Uncertainties (ICECH 2022), pages 180-192, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-150-0_13
    DOI: 10.2991/978-94-6463-150-0_13
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