Shopping for an English Language Tutor

Abstract

English is often considered to be the international language of commerce and, more recently, e-commerce. English is also the predominant language of the internet, science, and many, the language of higher education. As a result, English tutoring institutions are thriving in the Chinese Mainland in recent years in a substantial and competitive market. The objective of this chapter is to reveal what are the factors that affect Chinese college students' selection of English tutoring institutions in China so that tutoring institution managers may focus on the most important criteria for their prospective customers. In this chapter, 212 Chinese college students participated in the online survey. The authors analyzed the correlation between purchase intention and price, brand image, service variety, and customer relationship. Through data analysis, they show that price, brand image, service variety, and customer relationships are all positively associated with Chinese college students' purchase intention of English tutoring institutions.