Service quality in the language training market in China

Abstract

Purpose

This paper aims to explore the service quality concept in the context of the rapidly growing Chinese language training market.

Design/methodology/approach

The study is based on a mixed methodology that includes secondary research, eight qualitative depth interviews, and a quantitative survey of 200 language students studying in Beijing.

Findings

The study identified and quantified the key aspects of service quality relating to language training in China and an importance/performance analysis (IPA) finds that management should focus their attention on improving the cost of training, the availability of learning materials, and lectures starting and finishing on time.

Research limitations/implications

Although the findings are statistically significant, it is not quite at the level normally considered acceptable for research studies. In addition, because the data was collected in a single geographic location (Beijing), it is possible that the findings may not be representative of the Chinese market as a whole.

Practical implications

The paper concludes that there is a considerable gap between the expectations of the students and the performance of organisations delivering language training in China. This gap represents a weakness of those organisations already operating in the Chinese language training market but an opportunity for organisations considering entry. Managers are advised that they should improve the quality of the service offering in terms of the cost of training, the availability of learning materials, and lectures starting and finishing on time.

Originality/value

This paper makes an original contribution to knowledge regarding service quality in the language training market in China. The paper also provides insight into the measurement and conceptualisation of service quality.

Citation

Walley, K., Custance, P. and Zhang, R. (2012), "Service quality in the language training market in China", Marketing Intelligence & Planning, Vol. 30 No. 4, pp. 477-491. https://doi.org/10.1108/02634501211231955