Improving service quality at Bambi English – Binh Tan branch

Abstract

In the fiercely competitive private English teaching market in Vietnam, it is crucial for the service provider to constantly improve its service quality since it plays a vital role in ensuring customers’ satisfaction and loyalty, which ultimately determines the business’s survival. Recognizing the significance of service quality, this project is conducted aiming at analyzing the current situation of service quality at Bambi English – Binh Tan branch and proposing solutions for improvement. The project employed both qualitative research and quantitative research using an Importance-Performance Analysis method to assess the 22 attributes of service quality at Bambi English – Binh Tan branch. The project findings indicate that there are 6 service attributes requiring focused improvement, namely Ability to achieve learning outcomes, Variety of teaching activities, Supportive student services, Consistently high quality teaching, Lecturer’s competence, The teaching programmes flexibility to accommodate student commitments. These findings lay the groundwork for proposing solutions to improve the service quality, thereby offering recommendations for mangers at Bambi English – Binh Tan branch to enhance the effectiveness of their management and business operations.