An investigation of factors affecting Chinese college student's selection of English tutoring institutions

Abstract

English tutoring institutions are thriving in Chinese Mainland in recent years. It is vital for English tutoring institutions managers to know what are the factors affecting their customers' selection of English tutoring institutions and why customers choose them instead of choosing others. The objective of this paper is to reveal what are factors that affect Chinese college students’ selection of English tutoring institutions in China so that tutoring institutions managers may focus more on some of the highly related factors instead of focusing on other weakly related factors. In this paper, 212 Chinese college students participated on the online survey. This paper analyzed the correlation between purchase intention and price, brand image, service variety, and customer relationship. Through data analysis, it showed that price, brand image, service variety, and customer relationship are all positively associated with Chinese college students' purchase intention of English tutoring institutions.