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Abstract:
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This study aims to investigate factors influencing parents' decisions in enrolling their children in Eastern language tutoring schools in Mueang District of Nakhon Sri Thammarat Province, by inquiring 400 guardians who dropped off their children at the schools. It was analyzed through descriptive statistics, while the level of satisfaction of students was measured through the Likert Scale.
The study indicated that most parents were female, with an average age of 46 years, married and have two children. Most of them graduated with a bachelor's degree or higher. Their average income per month was around 62,373 baht. They mostly took their children to school by private car.
Factors Influencing Parent’s Choice for Admission of Thai Children to Tutoring School of Oriental Languages in terms of marketing promotion included the school’s public relations through various kinds of media. When considering pricing as one of the involved factors, the schools offering lower tuition fees than any others are more advantageous. The product factor: its influencing factor was namely the promotion of student discipline. The factor on facilities, the physical environment, and teaching media: its influencing factor was the convenient access to information technology. Factor on personnel and administration: its influencing factor was that the schools had rules and regulations which enabled them to monitor and control student behavior through the efficient school’s discipline policy. Factor on learning and teaching as well as the standard level of the school: its influencing factor was high reputation of the school in the area.
For parents' attitudes toward the schools, they preferred having native speakers as teachers. Its advantage was that the children had more improvement in their language skills. However, as a disadvantage, the tuition was relatively high.
The highest parent’s satisfaction towards the tutoring schools of oriental languages, affecting their decision to choose the school was that their children had better grades, secondly; their children had higher language abilities as well as more improvement on language skills. Moreover, they were highly satisfied that the school provided native-speaking teachers, and that the schools regularly developed their teaching methods as well as took good care of the students.
The results of a hypothesis test of the relationship between marketing factors and age, education level and income of parents showed that each age range of the parents had differences in terms of marketing promotion, pricing, product and teaching aspect. In terms of the education level of the parents, there were differences in a marketing promotion, pricing, product, facilities and teaching aspect as well. As for the income of the parents, there were differences in all the same aspects.
Keywords: tutor, satisfaction, Nakhon Sri Thammarat
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