A Success Model for Tutoring Schools in Thailand
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Abstract
The objectives of this research were to :1) study the levels of 7Ps marketing strategies, learning behavior, motivation, learning atmosphere, innovations, institutional image, and success of tutoring schools in Thailand; 2) examine the influences of 7Ps marketing strategies, institutional image, innovations, motivations, learning behavior and learning atmosphere on the success of tutoring schools in Thailand; and 3) develop a success model for tutoring schools in Thailand. This research employed a mixed research methodology combining qualitative and quantitative methods. The sample consisted of 500 students of tutoring schools in Thailand and their parents and analyzed data with LISREL. The findings showed that: 1) the levels of 7Ps marketing strategies, learning behavior, motivations, learning atmosphere, innovations, institutional image, and success of tutoring schools in Thailand were rated at the highest level; 2) 7Ps marketing strategies, learning behavior, motivations, learning atmosphere, innovations and institutional image had the influence on the success of tutoring schools in Thailand, with a .05 level of statistical significance, and all of the factors can predict the success of tutoring schools in Thailand by 86 percent; and 3) a success model of tutoring schools in Thailand called the STT Model (the Success of Tutoring Schools in Thailand Model) which was developed by the researcher could be used as a guideline for tutorial schools in Thailand in achieving success. Specifically, the tutoring schools need to follow the indicated variables. In addition, the findings from the qualitative research part indicated that an innovation model called ‘STT Model’ was beneficial and could lead tutoring schools in Thailand to be successful in terms of better image, acceptable quality, popularity among students, trust from students, higher business turnover and stable customer case. These aspects could lead the tutoring schools to be accepted among students and their parents.
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