A Model of Service Marketing Strategy, Perceived Service Quality Affecting Customer Loyalty of Tutorial School in Thailand

Abstract

This research aims to find a model of service marketing strategy, perceived service quality affecting customer loyalty of tutorial schools in Thailand. This research combines both quantitative research and qualitative research. The samples included 520 students in stand-alone tutorial school and 520 students in complex tutorial centers, total number is 1,040 people, the data were collected by questionnaires, group chat and in-depth interviews. Statistics used in this research were frequency, percentage, mean and standard deviation, Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM). The result show that factors influence the loyalty of the students in stand-alone and in complex tutorial schools are service marketing strategy, perceived service quality and customer satisfaction. The most important factor in service marketing strategy affecting customer loyalty is marketing promotion and information support, while perceived service quality is the empathy and the most satisfaction factor is the convenience. Both constructed model of service marketing strategy, perceived service quality affecting customer loyalty of tutorial schools in Thailand were good fitted with empirical data. For first model (stand-alone tutorial school : c2 = 269.67, df = 121, P-value = 0.000, RMSEA = 0.042, SRMR = 0.034,. GFI = 0.97, AGFI = 0.93 * p <.05, ** p <.01) and the second model (tutorial school in complex center : c2 = 292.38, df = 152, P-value = 0.0000, RMSEA = 0.037, SRMR = 0.0088, GFI. = 0.96, AGFI = 0.94 * p <.05, ** p <.01).