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

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

Authors
Dung Nguyen Tien1, *, Anh Do Ha2
1Department of Business Administration, School of Economics and Management, Hanoi University of Science and Technology, Hanoi, Vietnam
2School of Economics and Management, Hanoi University of Science and Technology, Hanoi, Vietnam
*Corresponding author. Email: dung.nguyentien3@hust.edu.vn
Corresponding Author
Dung Nguyen Tien
Available Online 23 May 2023.
DOI
10.2991/978-94-6463-150-0_13How to use a DOI?
Keywords
customer experience; livestream; customer satisfaction
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.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Emerging Challenges: Strategic Adaptation in The World of Uncertainties (ICECH 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
23 May 2023
ISBN
978-94-6463-150-0
ISSN
2352-5428
DOI
10.2991/978-94-6463-150-0_13How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Dung Nguyen Tien
AU  - Anh Do Ha
PY  - 2023
DA  - 2023/05/23
TI  - The Impact of App Experience, Livestream and Personal Coach on Customer Satisfaction: A Case Study from an English Centre
BT  - Proceedings of the International Conference on Emerging Challenges: Strategic Adaptation in The World of Uncertainties (ICECH 2022)
PB  - Atlantis Press
SP  - 180
EP  - 192
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-150-0_13
DO  - 10.2991/978-94-6463-150-0_13
ID  - NguyenTien2023
ER  -