Brand Loyalty in Ruisi English Training School of Customers in Nanning City, China

Abstract

This study aims to explore: (1) the impact of different customer experience English training satisfaction on the brand awareness and brand loyalty of Nanning Ruisi English Training School, and (2) its implications for Nanning Ruisi English Training School to build a marketing mix for students participating in training. This is a quantitative study. The tool used was a questionnaire. The study sample consisted of 385 Chinese students from Nanning, Guangxi, China, obtained through a multi-stage random sampling technique. The results were analyzed with the help of SPSS software, descriptive statistical analysis, Pearson correlation test, and regression analysis which were used to test hypotheses, and the main purpose of the study was brand loyalty of Ruisi Customer English Training School in Nanning, China. Descriptions of samples and sampling methods are used in the research, and techniques for analyzing data and research instruments are introduced. The results show that significant positive relationships and marketing mix are predictors of customer decisions. Research shows that the English training industry needs to employ marketing mix tools to acquire customers. Promotions are essential in order to reach and attract more younger generation customers. This research is of great significance and practical value to all English training schools in Nanning, Guangxi.