Impact of Service Marketing Mix Factors on Chinese Parents’ Selection Decision on After-school Mathematics Tutorial School for Senior High School Students in Kunming City, China
Keywords:
China, Marketing Mix Factors, Mathematics Tutorial School, Parents’ Selection Decision, Senior High StudentsAbstract
This study investigates the influences of service marketing mix factors on Chinese parents’ selection decision on tutorial mathematics courses, namely course/curriculum, quality of the schools and program, tuition fee, location and online supplement, advertising, sales promotion, word of mouth and personal selling, administrative staff, teaching staff and current and former students, management processes, teaching processes, and enrollment processes and physical infrastructure and supporting evidence. This research used a quantitative design by developing questionnaires to collect data through the snowball sampling approach from 400 parents of senior high school students who are currently learning mathematics at tutorial schools in Kunming, China.
The results of this study reveal that course and quality of school, online supplement, sales promotion, teachers, administrative staff and current/former students have a significantly positive effect on parents’ selection decision. Meanwhile, tuition fee was negatively related to parents’ selection decision. Besides, course played the most important role in influencing parents’ selection decision than any other factors, followed by teachers, administrative staff, current/former students, and online supplements, quality of the school, sales promotion and tuition fees. However, process and physical evidence these two factors have no effect on parents’ selection decision.
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