Impacts of Training Service Quality on Student Satisfaction and Word-of-Mouth in Online English Training

This article aims at investigate components that comprise services quality and the impacts of service quality on student satisfaction and word-of-mouth in online English training. The combined method of quantitative and qualitative research was used, data from 502 students were collected and analyzed using structural equation modeling (SEM) with help of AMOS program. The findings show that the quality of service provided by online English training has a direct influence on student satisfaction. The service quality of online English teaching has an immediate and indirect influence on student word-of-mouth. Student satisfaction has a direct influence on word-of-mouth marketing. Moreover, the research points out that service quality of online English training consists of six components: (1) responsiveness; (2) reliability; (3) empathy; (4) assurance; (5) privacy and (6) website design. Based on these results, some administration implications are suggested for educational administrators to enhance student satisfaction and word-of-mouth in online English training regarding service quality and the six components mentioned