Application of the SERVQUAL model to measure and enhance service quality at IELTS Fighter Language Center System

Abstract

In the ever-changing world, especially in the field of economics, a plethora of domestic firms are entering the global market with their own competitive advantages. To raise their competitiveness, enterprises have their own plan in recruitment for employees with good language-related capabilities, especially English communication skills, which are shown through internationally recognized certificates such as IELTS, or TOEIC. Thereby, social demands for improvement in language capabilities would lead to the competition among language training centers, among which IELTS Fighter raises themselves as a rising star in providing quality courses related to IELTS test preparation courses. Plus, within this context of the market, IELTS Fighter, as well as other enterprises in the field of language teaching, is coping with distinct issues in maintaining their service quality. IMAP Vietnam Education and Training Joint Stock Company (the parent company), and the IELTS FIGHTER language center , constantly follows the high-quality standards in training service quality and business ethics. Therefore, the company needs specific action plan to achieve the goal and guarantee their service quality provided to the customers and learners at their campuses; simultaneously, the center solve their problems occurring within operating processes, which leads to their better competitiveness in today’s market.