Factors relating customer retention of tutorial schools in Bangkok.

Abstract

Regarding to high competition in tutorial industry, tutorial entrepreneurs in Bangkok were lead to find a way to create customer retention in order to keep current students and create positive word of mouth. The purpose of this study is to ascertain the factors relating to customer retention of tutorial school in Bangkok area. This study aims to collect data by using designated questionnaire with 50 high school students in one tutorial institution along with in-depth interviewing. The results indicated friends were influencing factors of students in choosing a tutorial school. Tutor competency in service quality and location of its school were the key factors that high school students in Bangkok used in deciding to continue or discontinue study. The study also supported the past research finding (1993) by indicating level of customer satisfaction drives customer loyalty in service companies. Implications of these findings for tutorial entrepreneurs and for future research are discussed. KEY WORDS: Customer Retention / Service Quality / Customer Satisfaction / Tutorial School / Bangkok