Main Article Content
Learning the Chinese language as a third language (after English as a second language) is trending among younger generations in Thailand, indicating the need for Chinese language training centers. In this study, five dimensions of service quality were investigated (tangibles, reliability, responsiveness, assurance, and empathy), together with trust and perceived value, to observe their contribution to customer satisfaction at Chinese language training centers in Bangkok. Additionally, the influence of customer satisfaction on customer loyalty and five dimensions of loyalty outcomes were examined—identification, exclusive consideration, advocacy, strength of preference, and share of wallet. Survey data was collected (N = 482) and analyzed using the structural equation modeling technique. The findings showed that the assurance dimension of service quality had a positive influence on customer satisfaction, and reliability and empathy of service quality had a positive influence on trust. Management could enhance trust through arranging appropriate Chinese classes, giving strong service support, and providing flexible class schedules. Customer satisfaction could be increased through hiring more experienced teachers and offering scholarship possibilities.
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