FACTORS AFFECTING CUSTOMER SATISFACTION TOWARD EDUCATIONAL SERVICE ENTERPRISES IN HANOI

Abstract

This study was conducted to identify and evaluate the factors affecting customer satisfaction toward educational service enterprises in Hanoi City. The research employed a combination of qualitative and quantitative methods. Data were collected from 288 customers and analyzed using SPSS 26.0. The results indicate that all six factors have a positive impact on customer satisfaction. Among them, Reliability has the strongest influence, followed by Tangibles, Assurance, Empathy, Price, and Responsiveness. Based on the findings, several managerial implications are proposed to enhance customer satisfaction in educational service enterprises.