Reforms in English education have been carried out across countries in Asia as a response to the increasing globalization and the growing role of the English language as a means of international communication. In Vietnam, since the implication of the Doi Moi policy in 1986, learning English to enhance communicative abilities and satisfy the certification demands from schools and workplaces have been the top priority for the government, educational institutions, parents, and students. The Covid-19 pandemic, despite the detrimental and abrupt negativities, has brought attention to the potential of online learning in answering the exponentially rising need for studying English, maintaining the continuity of the educational program, and bridging the gap in access to language education between the rural and urban areas. This study examined the relationships between service quality, perceived value, institutional image, student satisfaction, and intention to use in online English learning context in Vietnam. Particularly, perceived value, assessed with a multi-dimensional view, includes three dimensions, namely emotional, functional, and conditional values. Data collected from 403 respondents reflect those with online English learning experience in Vietnam. The findings show that service quality, the three dimensions of perceived value, and institutional image positively influence student satisfaction, and intention to use is enhanced through the impact of student satisfaction. The results from this study provide managers and educators with insights into the various important factors in predicting the satisfaction level of the learners and increase the probability of online learning being chosen for learners’ future educational goals.

Abdollahimohammad, A., & Ja’afar, R. (2014). Learning Style Scales: a valid and reliable questionnaire. Journal of Educational Evaluation for Health Professions, 11, 22. https://doi.org/10.3352/jeehp.2014.11.22
Ahmad, K. Z., & Veerapandian, K. (2012). The Mediating Effect of Person-Environment Fit on the Relationship between Organisational Culture and Job Satisfaction. International Journal of Psychological Studies, 4(1), 91–102. https://doi.org/10.5539/ijps.v4n1p91
Aini, Q., Rahardja, U., & Hariguna, T. (2019). The Antecedent of Perceived Value to Determine of Student Continuance Intention and Student Participate Adoption of ilearning. Procedia Computer Science, 161, 242–249. https://doi.org/10.1016/j.procs.2019.11.120
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-t
AlHamad, A. Q., Al Qawasmi, K. I., & AlHamad, A. Q. (2014). Key Factors in Determining Students’ Satisfaction in Online Learning Based on “Web Programming” course within Zarqa University. International Journal of Global Business, 7(1), 7–14.
Ali, F., Zhou, Y., Hussain, K., Nair, P. K., & Ragavan, N. A. (2016). Does higher education service quality effect student satisfaction, image and loyalty? Quality Assurance in Education, 24(1), 70–94. https://doi.org/10.1108/qae-02-2014-0008
Ali, M., Amir, H., & Ahmed, M. (2021). The role of university switching costs, perceived service quality, perceived university image and student satisfaction in shaping student loyalty. Journal of Marketing for Higher Education, 31(2), 1–22. https://doi.org/10.1080/08841241.2021.1975184
Alraimi, K. M., Zo, H., & Ciganek, A. P. (2015). Understanding the MOOCs continuance: The role of openness and reputation. Computers & Education, 80, 28–38. https://doi.org/10.1016/j.compedu.2014.08.006
Alshurideh, M. T., Salloum, S. A., Al Kurdi, B., Abdel Monem, A., & Shaalan, K. (2019). Understanding the Quality Determinants that Influence the Intention to Use the Mobile Learning Platforms: A Practical Study. International Journal of Interactive Mobile Technologies, 13(11), 157–183. https://doi.org/10.3991/ijim.v13i11.10300
Altaf, S. N., Perumal, S., & Hussin, Z. (2017). Consumption values and consumer attitude towards automobile purchase. Paradigms, 11(1), 1–5. https://doi.org/10.24312/paradigms110101
Altun, D. (2019). Investigating Pre-Service Early Childhood Education Teachers’ Technological Pedagogical Content Knowledge (TPACK) Competencies Regarding Digital Literacy Skills and Their Technology Attitudes and Usage. Journal of Education and Learning, 8(1), 249–263. https://doi.org/10.5539/jel.v8n1p249
Alves, H., & Raposo, M. (2010). The influence of university image on student behaviour. International Journal of Educational Management, 24(1), 73–85. https://doi.org/10.1108/09513541011013060
Alzamel, S. (2014). Factors that influence student satisfaction with international programs in institutions of higher learning: A proposed case study of University of Dayton. International Journal of Global Business, 7(1), 15–24.
Amran, R., Ibrahim, D., Lim, K. Y., & Muhammad, J. I. (2011). Service quality, customer satisfaction in technology-based universities. African Journal of Business Management, 5(15), 6541–6553. https://doi.org/10.5897/AJBM10.1687
Anderson, E. W., Fornell, C., & Mazvancheryl, S. K. (2004). Customer Satisfaction and Shareholder Value. Journal of Marketing, 68(4), 172–185. https://doi.org/10.1509/jmkg.68.4.172.42723
Annamdevula, S., & Bellamkonda, R. S. (2016). The effects of service quality on student loyalty: the mediating role of student satisfaction. Journal of Modelling in Management, 11(2), 446–462. https://doi.org/10.1108/jm2-04-2014-0031
Ardichvili, A. (2008). Learning and Knowledge Sharing in Virtual Communities of Practice: Motivators, Barriers, and Enablers. Advances in Developing Human Resources, 10(4), 541–554. https://doi.org/10.1177/1523422308319536
Arpan, L. M., Raney, A. A., & Zivnuska, S. (2003). A cognitive approach to understanding university image. Corporate Communications: An International Journal, 8(2), 97–113. https://doi.org/10.1108/1356328031047535
Asif, M. (2014). A critical review of service excellence models: towards developing an integrated framework. Quality & Quantity, 49(2), 763–783. https://doi.org/10.1007/s11135-014-0022-y
Aulia, S. A., Sukati, I., & Sulaiman, Z. (2016). A Review: Customer Perceived Value and its Dimension. Asian Journal of Social Sciences and Management Studies, 3(2), 150–162. https://doi.org/10.20448/journal.500/2016.3.2/500.2.150.162
Barich, H., & Kotler, P. (1991). A Framework for Marketing Image Management. Sloan Management Review, 32(2), 94–104.
Belanger, C., Mount, J., & Wilson, M. (2002). Institutional image and retention. Tertiary Education and Management, 8(3), 217–230. https://doi.org/10.1080/13583883.2002.9967080
Benson, A. D. (2002). Using online learning to meet workforce demand: A case study of stakeholder influence. Quarterly Review of Distance Education, 3, 443–452.
Berry, L. L., Parasuraman, A., & Zeithaml, V. A. (1988). The service-quality puzzle. Business Horizons, 31(5), 35–43. https://doi.org/10.1016/0007-6813(88)90053-5
Bhattacherjee, A. (2001). An empirical analysis of the antecedents of electronic commerce service continuance. Decision Support Systems, 32(2), 201–214. https://doi.org/10.1016/s0167-9236(01)00111-7
BMI GlobalEd (2021). Market Report – Vietnam – Education – BMI. Retrieved November 23, 2022, from https://bmiglobaled.com/Market-Reports/Vietnam/education
Brahmasrene, T., & Lee, J. W. (2012). Determinants of Intent to Continue Using Online Learning: A Tale of Two Universities. Interdisciplinary Journal of Information, Knowledge, and Management, 7, 1–20. https://doi.org/10.28945/1548
Brown, R. M., & Mazzarol, T. W. (2008). The importance of institutional image to student satisfaction and loyalty within higher education. Higher Education, 58(1), 81–95. https://doi.org/10.1007/s10734-008-9183-8
Brown, T. J. (2006). Identity, Intended Image, Construed Image, and Reputation: An Interdisciplinary Framework and Suggested Terminology. Journal of the Academy of Marketing Science, 34(2), 99–106. https://doi.org/10.1177/0092070305284969
Bui, T. H., Luong, D. H., Nguyen, X. A., Nguyen, H. L., & Ngo, T. T. (2020). Impact of female students’ perceptions on behavioral intention to use video conferencing tools in COVID-19: Data of Vietnam. Data in Brief, 32, 106142. https://doi.org/10.1016/j.dib.2020.106142
Bui, T. T. N., & Nguyen, H. T. M. (2016). Standardizing english for educational and socio-economic betterment-a critical analysis of english language policy reforms in Vietnam. In R. Kirkpatrick (Ed.), English language education policy in Asia (pp. 363-388). Cham: Springer. https://doi.org/10.1007/978-3-319-22464-0_17
Buttle, F. (1996). SERVQUAL: review, critique, research agenda. European Journal of Marketing, 30(1), 8–32. https://doi.org/10.1108/03090569610105762
Cengiz, E. (2010). Measuring customer satisfaction: must or not. Journal of Naval Science and Engineering, 6(2), 76–88. Retrieved November 20, 2022, from https://shorturl.at/jPSZ9
Chairy, C., Syahrivar, J., Ida, I., & Sisnuhadi, S. (2019). Does the Green Image Enhance Student Satisfaction? (Evidence from Indonesia). The New Educational Review, 57(3), 52–62. https://doi.org/10.15804/tner.19.57.3.04
Chandra, T., Hafni, L., Chandra, S., Purwati, A. A., & Chandra, J. (2019). The influence of service quality, university image on student satisfaction and student loyalty. Benchmarking: An International Journal, 26(5), 1533–1549. https://doi.org/10.1108/bij-07-2018-0212
Chen, P. Y., Pham, L., Cousins, B., & Bui, C. (2017). Student Satisfaction and Its Antecedents: How Does Student Satisfaction Index Model Matter in the Context of Joint Master’s Degree Programs in Vietnam. International Journal of Business & Applied Sciences, 6(2), 6–25. Retrieved November 23, 2022, from https://baasana.org/wp-content/uploads/IJBAS_Vol6_Iss2%20.pdf#page=8
Chiu, C. M., Hsu, M. H., Sun, S. Y., Lin, T. C., & Sun, P. C. (2005). Usability, quality, value and e-learning continuance decisions. Computers & education, 45(4), 399–416. https://doi.org/10.1016/j.compedu.2004.06.001
Chiu, C. M., & Wang, E. T. (2008). Understanding Web-based learning continuance intention: The role of subjective task value. Information & management, 45(3), 194–201. https://doi.org/10.1016/j.im.2008.02.003
Crosby, P. B. (1979). Quality is free-if you understand it. Winter Park Public Library History and Archive Collection, 4. http://tashfeen.pbworks.com/f/Quality%20-%20Crosby.pdf
Danjum, I., & Rasli, A. (2012). Imperatives of service innovation and service quality for customer satisfaction: Perspective on higher education. Procedia - Social and Behavioral Sciences, 40, 347–352. https://doi.org/10.1016/j.sbspro.2012.03.198
de Oliveira Silva, J. H., de Sousa Mendes, G. H., Ganga, G. M. D., Mergulhão, R. C., & Lizarelli, F. L. (2019). Antecedents and consequents of student satisfaction in higher technical-vocational education: evidence from Brazil. International Journal for Educational and Vocational Guidance, 20(2), 351–373. https://doi.org/10.1007/s10775-019-09407-1
DeLone, W. H., & McLean, E. R. (2003). The DeLone and McLean Model of Information Systems Success: A Ten-Year Update. Journal of Management Information Systems, 19(4), 9–30. https://doi.org/10.1080/07421222.2003.11045748
Demetriou, C. (2008). Arguments against Applying a Customer-Service Paradigm. The Mentor: Innovative Scholarship on Academic Advising Journal, 10(3). https://doi.org/10.26209/MJ1061574
Diep, L. T. N., & Hieu, V. M. (2021). Examining Quality of English Language Learning of University Students in Vietnam: The Moderating Role of Competition Factor. Eurasian Journal of Educational Research, 95, 55-79. https://doi.org/10.14689/ejer.2021.95.4
Dinh, L. P., & Nguyen, T. T. (2020). Pandemic, social distancing, and social work education: students’ satisfaction with online education in Vietnam. Social Work Education, 39(8), 1074–1083. https://doi.org/10.1080/02615479.2020.1823365
Dominici, G., & Palumbo, F. (2013). How to build an e-learning product: Factors for student/customer satisfaction. Business Horizons, 56(1), 87–96. https://doi.org/10.1016/j.bushor.2012.09.011
Douglas, J., Douglas, A., & Barnes, B. (2006). Measuring student satisfaction at a UK university. Quality Assurance in Education, 14(3), 251–267. https://doi.org/10.1108/09684880610678568
Duarte, P. O., Alves, H. B., & Raposo, M. B. (2009). Understanding university image: a structural equation model approach. International Review on Public and Nonprofit Marketing, 7(1), 21–36. https://doi.org/10.1007/s12208-009-0042-9
Duque, L. C. (2013). A framework for analysing higher education performance: students’ satisfaction, perceived learning outcomes, and dropout intentions. Total Quality Management &Amp; Business Excellence, 25(1–2), 1–21. https://doi.org/10.1080/14783363.2013.807677
Elliott, K. M., & Healy, M. A. (2001). Key Factors Influencing Student Satisfaction Related to Recruitment and Retention. Journal of Marketing for Higher Education, 10(4), 1–11. https://doi.org/10.1300/j050v10n04_01
Ellis, R., & Hogard, E. (Eds.) (2019). Handbook of Quality Assurance for University Teaching. Oxford: Routledge.
Faltynkova, L., Simonova, I., Kostolanyova, K., & Klimszova, S. (2021). Re-thinking and Re-defining the Learning Process? Students’ Feedback on Online Distance Instruction. Lecture Notes in Computer Science, 78–91. https://doi.org/10.1007/978-3-030-80504-3_7
Fjermestad, J., Hiltz, S. R., & Zhang, Y. (2005). Effectiveness for students: Comparisons of “in-seat” and ALN courses. In S. R. Hiltz & R. Goldman (Eds.), Learning together online: Research on asynchronous learning networks (pp. 39–80). Erlbaum. https://doi.org/10.4324/9781410611482-10
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312
Fourie, L. (2015). Customer satisfaction: a key to survival for SMEs? Problems and Perspectives in Management, 13(3), 181–188.
Gale, B. (1994). Managing Customer Value: Creating Quality and Service That Customers Can See (1st ed.). New York: Free Press.
Gallarza, M. G., & Gil Saura, I. (2006). Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students’ travel behaviour. Tourism Management, 27(3), 437–452. https://doi.org/10.1016/j.tourman.2004.12.002
Ghobadian, A., Speller, S., & Jones, M. (1994). Service Quality. International Journal of Quality &Amp; Reliability Management, 11(9), 43–66. https://doi.org/10.1108/02656719410074297
Giantari, I. G. A. K., Yasa, N. N. K., Sukawati, T. G. R., & Setini, M. (2021). Student Satisfaction and Perceived Value on Word of Mouth (WOM) During the COVID-19 Pandemic: An Empirical Study in Indonesia. The Journal of Asian Finance, Economics and Business, 8(6), 1047–1056. https://doi.org/10.13106/jafeb.2021.vol8.no6.1047
Granitz, N., & Greene, C. S. (2003). Applying E-Marketing Strategies to Online Distance Learning. Journal of Marketing Education, 25(1), 16–30. https://doi.org/10.1177/0273475302250569
Gronroos, C. (1978). A Service‐Orientated Approach to Marketing of Services. European Journal of Marketing, 12(8), 588–601. https://doi.org/10.1108/eum0000000004985
Grossman, R. P. (1999). Relational Versus Discrete Exchanges: The Role of Trust and Commitment in Determining Customer Satisfaction. Journal of Marketing Management, 9(2), 47–58. https://shorturl.at/hntVY
Guo, W. (2021). Seeing the Future of Education: Three-Year Experiment of Digital Reading Online Course. Lecture Notes in Computer Science, 36–49. https://doi.org/10.1007/978-3-030-80504-3_4
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis: a global perspective. Pearson EBooks. https://ci.nii.ac.jp/ncid/BB03463866
Hartman, D. E., & Schmidt, S. L. (1995). Understanding student/alumni satisfaction from a consumer’s perspective: The effects of institutional performance and program outcomes. Research in Higher Education, 36(2), 197–217. https://doi.org/10.1007/bf02207788
Hasan, H. F. A., Ilias, A., Rahman, R. A., & Razak, M. Z. A. (2009). Service Quality and Student Satisfaction: A Case Study at Private Higher Education Institutions. International Business Research, 1(3). 163–175. https://doi.org/10.5539/ibr.v1n3p163
Hassan, Z. (2017). Impact of Social, Epistemic and Conditional Values on Customer Satisfaction and Loyalty in Automobile Industry: A Structural Equation Modelling. Journal of Marketing and Consumer Behaviour in Emerging Markets, 2017(5), 29–44. https://doi.org/10.7172/2449-6634.jmcbem.2017.1.3
Hinton, P., McMurray, I., & Brownlow, C. (2014). SPSS Explained (2nd ed.). London: Routledge.
Hoàng, V. V. (2013). The role of English in the internationalization of higher education in Vietnam. VNU Journal of Foreign Studies, 29(1), 2–80. https://js.vnu.edu.vn/FS/article/view/1082
Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31–36. https://doi.org/10.1007/bf02291575
Kalnins, A. (2018). Multicollinearity: How common factors cause Type 1 errors in multivariate regression. Strategic Management Journal, 39(8), 2362–2385. https://doi.org/10.1002/smj.2783
Kanji, G. K. (1998). Measurement of business excellence. Total Quality Management, 9(7), 633–643. https://doi.org/10.1080/0954412988325
Kazoleas, D., Kim, Y., & Anne Moffitt, M. (2001). Institutional image: a case study. Corporate Communications: An International Journal, 6(4), 205–216. https://doi.org/10.1108/eum0000000006148
Keegan, D. (1996). Foundations of Distance Education (Routledge Studies in Distance Education) (3rd ed.). London: Routledge. https://doi.org/10.4324/9781315004822
Kennedy, S. H. (1977). Nurturing Corporate Images. European Journal of Marketing, 11(3), 119–164. https://doi.org/10.1108/eum0000000005007
Kenney, M. G., & Khanfar, N. M. (2009). Antecedents of Repurchase Intention: Propositions Towards Using Marketing Strategy to Mitigate the Attrition of Online Students. Services Marketing Quarterly, 30(3), 270–286. https://doi.org/10.1080/15332960902993536
Khoa, B. T., Ha, N. M., Nguyen, T. V. H., & Bich, N. H. (2020). Lecturers’ adoption to use the online Learning Management System (LMS): Empirical evidence from TAM2 model for Vietnam. Hcmcoujs - Economics and Business Administration, 10(1), 3–17. https://doi.org/10.46223/hcmcoujs.econ.en.10.1.216.2020
Kline, R. B. (2016). Principles and practice of structural equation modeling (4th ed). New York: Guilford Publications.
Kunanusorn, A., & Puttawong, D. (2015). The mediating effect of satisfaction on student loyalty to higher education institution. European Scientific Journal, 11(10), 449–463.
Lai, L. S. L., To, W. M., Lung, J. W. Y., & Lai, T. M. (2011). The perceived value of higher education: the voice of Chinese students. Higher Education, 63(3), 271–287. https://doi.org/10.1007/s10734-011-9439-6
Lakhal, S., & Khechine, H. (2016). Student intention to use desktop web-conferencing according to course delivery modes in higher education. The International Journal of Management Education, 14(2), 146–160. https://doi.org/10.1016/j.ijme.2016.04.001
LeBlanc, G., & Nguyen, N. (1999). Listening to the customer’s voice: examining perceived service value among business college students. International Journal of Educational Management, 13(4), 187–198. https://doi.org/10.1108/09513549910278106
Lee, J. S., Lee, C. K., & Choi, Y. (2010). Examining the Role of Emotional and Functional Values in Festival Evaluation. Journal of Travel Research, 50(6), 685–696. https://doi.org/10.1177/0047287510385465
Lee, J. W. (2010). Online support service quality, online learning acceptance, and student satisfaction. The Internet and Higher Education, 13(4), 277–283. https://doi.org/10.1016/j.iheduc.2010.08.002
Lee, M. C. (2010). Explaining and predicting users’ continuance intention toward e-learning: An extension of the expectation–confirmation model. Computers &Amp; Education, 54(2), 506–516. https://doi.org/10.1016/j.compedu.2009.09.002
Lee, Y., & Choi, J. (2013). A structural equation model of predictors of online learning retention. The Internet and Higher Education, 16, 36–42. https://doi.org/10.1016/j.iheduc.2012.01.005
Lehtinen, U., & Lehtinen, J. R. (1991). Two Approaches to Service Quality Dimensions. The Service Industries Journal, 11(3), 287–303. https://doi.org/10.1080/02642069100000047
Leiner, D. J. (2019). Too Fast, too Straight, too Weird: Non-Reactive Indicators for Meaningless Data in Internet Surveys. Survey Research Methods, 13(3), 229–248. https://doi.org/10.18148/srm/2019.v13i3.7403
Levy, Y. (2007). Comparing dropouts and persistence in e-learning courses. Computers &Amp; Education, 48(2), 185–204. https://doi.org/10.1016/j.compedu.2004.12.004
Li, Y., Nishimura, N., Yagami, H., & Park, H. S. (2021). An Empirical Study on Online Learners’ Continuance Intentions in China. Sustainability, 13(2), 889. https://doi.org/10.3390/su13020889
Lin, S. H., Lee, H. C., Chang, C. T., & James Fu, C. (2020). Behavioral intention towards mobile learning in Taiwan, China, Indonesia, and Vietnam. Technology in Society, 63, 101387. https://doi.org/10.1016/j.techsoc.2020.101387
Lunarindiah, G. (2018). The Influence of Corporate Image, Service Quality, Perceived Value Toward Student Satisfaction and Student Loyalty. Jurnal Manajemen Dan Pemasaran Jasa, 9(2), 239–252. https://doi.org/10.25105/jmpj.v9i2.1460
Maheshwari, G. (2021). Factors affecting students’ intentions to undertake online learning: an empirical study in Vietnam. Education and Information Technologies, 26(6), 6629–6649. https://doi.org/10.1007/s10639-021-10465-8
Marič, M., Pavlin, J., & Ferjan, M. (2010). Educational Institution’s Image: A Case Study. Organizacija, 43(2), 58–65. https://doi.org/10.2478/v10051-010-0007-0
Masserini, L., Bini, M., & Pratesi, M. (2018). Do Quality of Services and Institutional Image Impact Students’ Satisfaction and Loyalty in Higher Education? Social Indicators Research, 146(1–2), 91–115. https://doi.org/10.1007/s11205-018-1927-y
Mbona, S. A. (2012). The effect of organisational image on talent management within a higher education institution (Doctoral dissertation). Retrieved November 24, 2022, from https://ukzn-dspace.ukzn.ac.za/handle/10413/11272
Mbuva, J. M. (2014). Online Education: Progress and Prospects. Journal of Business and Educational Leadership, 5(1), 91–101.
Meadows, K. A. (2003). So you want to do research? 5: Questionnaire design. British Journal of Community Nursing, 8(12), 562–570. https://doi.org/10.12968/bjcn.2003.8.12.11854
Mihelis, G., Grigoroudis, E., Siskos, Y., Politis, Y., & Malandrakis, Y. (2001). Customer satisfaction measurement in the private bank sector. European Journal of Operational Research, 130(2), 347–360. https://doi.org/10.1016/s0377-2217(00)00036-9
Ministry of Education and Training. (2020, March 23). Document No. 988/BGDĐT-GDĐH [Press release]. Retrieved November 19, 2022, from https://thuvienphapluat.vn/cong-van/Giao-duc/Cong-van-988-BGDDT-GDDH-2020-bao-dam-chat-luong-dao-tao-tu-xa-trong-thoi-gian-chong-Covid-19-437911.aspx
Moeller, S. (2010). Characteristics of services – a new approach uncovers their value. Journal of Services Marketing, 24(5), 359–368. https://doi.org/10.1108/08876041011060468
Molenda, M. (2008). Historical Foundations. In D. Jonassen, M. J. Spector, M. J., M. Driscoll, M. D. Merrill, J. van Merrienboer, & M. P. Driscoll, M. P. (Eds.), Handbook of research on educational communications and technology: A project of the Association for Educational Communications and Technology(pp. 3-20). New York: Routledge.https://doi.org/10.5860/choice.41-4404
Moore, J. L., Dickson-Deane, C., & Galyen, K. (2011). e-Learning, online learning, and distance learning environments: Are they the same? The Internet and Higher Education, 14(2), 129–135. https://doi.org/10.1016/j.iheduc.2010.10.001
Muilenburg, L., & Berge, Z. L. (2001). Barriers to distance education: A factor‐analytic study. American Journal of Distance Education, 15(2), 7–22. https://doi.org/10.1080/08923640109527081
Ngoc Truong, T. N., & Wang, C. (2019). Understanding Vietnamese college students’ self-efficacy beliefs in learning English as a foreign language. System, 84, 123–132. https://doi.org/10.1016/j.system.2019.06.007
Nguyen, H. T. M., Nguyen, H. T., Nguyen, H. V., & Nguyen, T. T. T. (2018). 12 Local challenges to global needs in English language education in Vietnam: The perspective of language policy and planning. Un(Intended) Language Planning in a Globalising World: Multiple Levels of Players at Work, 214–233. https://doi.org/10.1515/9783110518269-012
Northrup, P. T. (2002). Online learners’ preferences for interaction. The Quarterly Review of Distance Education, 3(2), 219–226. https://shorturl.at/chX05
Oblinger, D. G., & Oblinger, J. L. (2005). Is It Age or IT: First Steps Toward Understanding the Net Generation. In D. G. Oblinger, & J. L. Oblinger (Eds.), Educating the Net Generation (pp. 12–31). Educause. Retrieved November 23, 2022, from https://cyberlearn.hesso.ch/pluginfile.php/804144/mod_resource/content/2/pub7101.pdf
Oliver, V. (2010). 301 Smart Answers to Tough Business Etiquette Questions. New York: Skyhorse.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41–50. https://doi.org/10.1177/002224298504900403
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL. Journal of Service Research, 7(3), 213–233. https://doi.org/10.1177/1094670504271156
Park, S. Y. (2009). An Analysis of the Technology Acceptance Model in Understanding University Students’ Behavioral Intention to Use e-Learning. Journal of Educational Technology & Society, 12(3), 150–162.
Patterson, B., & McFadden, C. (2009). Attrition in Online and Campus Degree Programs. Online Journal of Distance Learning Administration, 12(2), 1–8.
Patterson, P. G., Johnson, L. W., & Spreng, R. A. (1996). Modeling the Determinants of Customer Satisfaction for Business-to-Business Professional Services. Journal of the Academy of Marketing Science, 25(1), 4–17. https://doi.org/10.1177/0092070397251002
Perkins, W. (1993). Measuring customer satisfaction. Industrial Marketing Management, 22(3), 247–254. https://doi.org/10.1016/0019-8501(93)90012-v
Petrick, J. F. (2004). The Roles of Quality, Value, and Satisfaction in Predicting Cruise Passengers’ Behavioral Intentions. Journal of Travel Research, 42(4), 397–407. https://doi.org/10.1177/0047287504263037
Pham, L., Limbu, Y. B., Bui, T. K., Nguyen, H. T., & Pham, H. T. (2019). Does e-learning service quality influence e-learning student satisfaction and loyalty? Evidence from Vietnam. International Journal of Educational Technology in Higher Education, 16(1), 1–26. https://doi.org/10.1186/s41239-019-0136-3
Pham, T. H., Ho, M. T., Vuong, T. T., Nguyen, M. C., & Vuong, Q. H. (2020). Entrepreneurial Finance: Insights from English Language Training Market in Vietnam. Journal of Risk and Financial Management, 13(5), 96. https://doi.org/10.3390/jrfm13050096
Pham, T. N., & Bui, L. T. P. (2019). An exploration of students’ voices on the English graduation benchmark policy across Northern, Central and Southern Vietnam. Language Testing in Asia, 9(1). https://doi.org/10.1186/s40468-019-0091-x
Pham, T., Thalathoti, V., & Dakich, E. (2014). Frequency and pattern of learner-instructor interaction in an online English language learning environment in Vietnam. Australasian Journal of Educational Technology, 30(6). https://doi.org/10.14742/ajet.608
Pihlström, M., & Brush, G. J. (2008). Comparing the perceived value of information and entertainment mobile services. Psychology and Marketing, 25(8), 732–755. https://doi.org/10.1002/mar.20236
Prentice, G., Brady, J., & McLaughlin, C. (2018). Education Service Quality, Value and Satisfaction on Student Customer Intentions and Behaviour. DBS Business Review, 2, 89–112. https://doi.org/10.22375/dbr.v2i0.27
Previte, J., Russell-Bennett, R., Mulcahy, R., & Hartel, C. (2019). The role of emotional value for reading and giving eWOM in altruistic services. Journal of Business Research, 99, 157–166. https://doi.org/10.1016/j.jbusres.2019.02.030
Punnoose, A. C. (2012). Determinants of Intention to Use eLearning Based on the Technology Acceptance Model. Journal of Information Technology Education: Research, 11, 301–337. https://doi.org/10.28945/1744
Purnomo, S. H., & Qomariah, N. (2020). The Impact of Service Quality and Institutional Image on the Satisfaction and Loyalty of Master of Management Students. In 1st Borobudur International Symposium on Humanities, Economics and Social Sciences (BIS-HESS 2019) (pp. 156-161). Atlantis Press. https://doi.org/10.2991/assehr.k.200529.033
Qomariah, N., Budiastuti, A., Sanosra, A., Susbiani, A., & Budisatoto, E. (2020). Building Student Satisfaction and Loyalty Based on Service Quality and Institutional Image. International Journal of Economics and Management Studies, 7(9), 24–33. https://doi.org/10.14445/23939125/ijems-v7i9p103
Rajeh, M. T., Abduljabbar, F. H., Alqahtani, S. M., Waly, F. J., Alnaami, I., Aljurayyan, A., & Alzaman, N. (2021). Students’ satisfaction and continued intention toward e-learning: a theory-based study. Medical Education Online, 26(1), 1961348. https://doi.org/10.1080/10872981.2021.1961348
Ramayah, T., Ahmad, N. H., & Lo, M. C. (2010). The role of quality factors in intention to continue using an e-learning system in Malaysia. Procedia - Social and Behavioral Sciences, 2(2), 5422–5426. https://doi.org/10.1016/j.sbspro.2010.03.885
Reichheld, F., & Schefter, P. (2000). E-loyalty: your secret weapon on the web. Harvard Business Review, 78(4), 105–113.
Reuning, K., & Plutzer, E. (2020). Valid vs. Invalid straightlining: The complex relationship between straightlining and data quality. Survey Research Methods, 14(5), 439–459. https://doi.org/10.18148/srm/2020.v14i5.7641
Rigatti-Luchini, S., & Mason, M. C. (2010). An empirical assessment of the effects of quality, value and customer satisfaction on consumer behavioral intentions in food events. International Journal of Event Management Research, 5(1), 46–61.
Ruiz-Molina, M. E., & Gil-Saura, I. (2008). Perceived value, customer attitude and loyalty in retailing. Journal of Retail & Leisure Property, 7(4), 305–314. https://doi.org/10.1057/rlp.2008.21
Saeed Al-Maroof, R., Alhumaid, K., & Salloum, S. (2020). The Continuous Intention to Use E-Learning, from Two Different Perspectives. Education Sciences, 11(1), 6. https://doi.org/10.3390/educsci11010006
Salkind, N. J. (2010). Volunteer Bias. Encyclopedia of Research Design, 1. https://doi.org/10.4135/9781412961288.n492
Sánchez-Fernández, R., & Iniesta-Bonillo, M. N. (2007). The concept of perceived value: a systematic review of the research. Marketing Theory, 7(4), 427–451. https://doi.org/10.1177/1470593107083165
Seo, Y. J., & Um, K. H. (2022). The role of service quality in fostering different types of perceived value for student blended learning satisfaction. Journal of Computing in Higher Education. https://doi.org/10.1007/s12528-022-09336-z
Shah, F. T. (2013). Service quality and customer satisfaction in higher education in Pakistan. Journal of Quality and Technology Management, 9(2), 73–89.
Shaik, N., Lowe, S., & Pinegar, K. (2006). DL-sQUAL: A multiple-item scale for measuring service quality of online distance learning programs. Online Journal of Distance Learning Administration, 9(2), 201–214.
Sheeran, P. (2002). Intention—Behavior Relations: A Conceptual and Empirical Review. European Review of Social Psychology, 12(1), 1–36. https://doi.org/10.1080/14792772143000003
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159–170. https://doi.org/10.1016/0148-2963(91)90050-8
Simonova, I., Faltynkova, L., & Kostolanyova, K. (2021). Students’ Reflection on Online Distance Learning: Advantages, Disadvantages, Recommendations. Lecture Notes in Computer Science, 275–286. https://doi.org/10.1007/978-3-030-80504-3_23
Statista (2022a, July 6). Global e-learning market size by segment 2019 with a forecast for 2026. https://www.statista.com/statistics/1130331/e-learning-market-size-segment-worldwide/
Statista (2022b, November). Online Education - Worldwide | Statista Market Forecast. Retrieved November 27, 2022, from https://www.statista.com/outlook/dmo/eservices/online-education/worldwide
Sung, M., & Yang, S. U. (2008). Toward the Model of University Image: The Influence of Brand Personality, External Prestige, and Reputation. Journal of Public Relations Research, 20(4), 357–376. https://doi.org/10.1080/10627260802153207
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/s0022-4359(01)00041-0
Sweeney, J. C., Soutar, G. N., & Johnson, L. W. (1999). The role of perceived risk in the quality-value relationship: A study in a retail environment. Journal of Retailing, 75(1), 77–105. https://doi.org/10.1016/s0022-4359(99)80005-0
Tao, N. P. H., Makram, A. M., Khanh, P. N. Q., An, N. T., Safi, A., & Huy, N. T. (2022). Negative impact from school closures on children and parents in Vietnam during COVID-19. The Lancet Respiratory Medicine, 10(8), 736–738. https://doi.org/10.1016/s2213-2600(22)00221-1
Tawafak, R. M., Romli, A. B., & Arshah, R. B. A. (2018). Continued Intention to Use UCOM: Four Factors for Integrating With a Technology Acceptance Model to Moderate the Satisfaction of Learning. IEEE Access, 6, 66481–66498. https://doi.org/10.1109/access.2018.2877760
Temizer, L., & Turkyilmaz, A. (2012). Implementation of Student Satisfaction Index Model in Higher Education Institutions. Procedia - Social and Behavioral Sciences, 46, 3802–3806. https://doi.org/10.1016/j.sbspro.2012.06.150
Thach, P. N. (2020). Factors influencing interaction in an online English course in Vietnam. VNU Journal of Foreign Studies, 36(3), 149–163. https://doi.org/10.25073/2525-2445/vnufs.4562
Thi Van Pham, A., Thi Thao Ho, N., & Thanh Nguyen, N. (2020). Online Learning: A Pilot Study of Teaching Fundamental Courses in Vietnam. 2020 the 4th International Conference on E-Society, E-Education and E-Technology. https://doi.org/10.1145/3421682.3421700
Thomas, S. (2011). What Drives Student Loyalty in Universities: An Empirical Model from India. International Business Research, 4(2). https://doi.org/10.5539/ibr.v4n2p183
Tong, C., Wong, A., & Woo, A. (2016). Competitiveness of Higher Education Institutions in Hong Kong: The Mediating Effect of Student Satisfaction, School Image and Student Loyalty. British Journal of Economics, Management &Amp; Trade, 13(2), 1–20. https://doi.org/10.9734/bjemt/2016/23422
Tukiran, M., Tan, P. H. P., & Sunaryo, W. (2021). Obtaining customer satisfaction by managing customer expectation, customer perceived quality and perceived value. Uncertain Supply Chain Management, 9(2), 481–488. https://doi.org/10.5267/j.uscm.2021.1.003
Um, K., Fang, Y., & Seo, Y. (2021). The Ramifications of COVID‐19 in Education: Beyond the Extension of the Kano Model and Unipolar View of Satisfaction and Dissatisfaction in the Field of Blended Learning. Educational Measurement: Issues and Practice, 40(3), 96–109. https://doi.org/10.1111/emip.12432
UNICEF. (2021). Vietnam Case Study: Situation Analysis on the Effects of and Responses to COVID-19 on the Education Sector in Asia. Retrieved November 23, 2022, from https://www.unicef.org/eap/media/9346/file/Sit%20Viet%20Nam%20Case%20StudyAn%20-%20Viet%20Nam%20case%20study.pdf
Uppal, M. A., Ali, S., & Gulliver, S. R. (2017). Factors determining e-learning service quality. British Journal of Educational Technology, 49(3), 412–426. https://doi.org/10.1111/bjet.12552
Van, D. T. H., & Thi, H. H. Q. (2021a). Gender Discrepancies in Online English Learning in Vietnam Amidst the COVID-19 Pandemic. IAFOR Journal of Education, 9(5), 7–27. https://doi.org/10.22492/ije.9.5.01
Van, D. T. H., & Thi, H. H. Q. (2021b). Student barriers to prospects of online learning in Vietnam in the context of COVID-19 pandemic. Turkish Online Journal of Distance Education, 22(3), 110–126. https://doi.org/10.17718/tojde.961824
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly, 27(3), 425–478. https://doi.org/10.2307/30036540
Vietnam - The World Factbook. (n.d.). Explore All Countries-Vietnam. Central Intelligence Agency. Retrieved November 23, 2022, from https://www.cia.gov/the-world-factbook/countries/vietnam/
Vu, C. T., Hoang, A. D., Than, V. Q., Nguyen, M. T., Dinh, V. H., Le, Q. A. T., Le, T. T. T., Pham, H. H., & Nguyen, Y. C. (2020). Dataset of Vietnamese teachers’ perspectives and perceived support during the COVID-19 pandemic. Data in Brief, 31, 105788. https://doi.org/10.1016/j.dib.2020.105788
Vu, D. V., & Peters, E. (2021). Vocabulary in English Language Learning, Teaching, and Testing in Vietnam: A Review. Education Sciences, 11(9), 563. https://doi.org/10.3390/educsci11090563
Watjatrakul, B. (2020). Intention to adopt online learning. The International Journal of Information and Learning Technology, 37(1/2), 46–65. https://doi.org/10.1108/ijilt-03-2019-0040
Wu, C., & Mursid, A. (2019). The relationship between personality, customer participation, customer value and customer satisfaction in tourism service. European Journal of Tourism Research, 23, 156–171. https://doi.org/10.54055/ejtr.v23i.395
Wu, S. I., & Chang, H. L. (2016). The Model of Relationship between the Perceived Values and the Purchase Behaviors toward Innovative Products. Journal of Management and Strategy, 7(2), 31–45. https://doi.org/10.5430/jms.v7n2p31
Wu, Y. (2017). The Role of Perceived Value on Online Learning Applications’ Users. International Journal of Innovation, Management and Technology, 354–358. https://doi.org/10.18178/ijimt.2017.8.5.753
Xiong, Y., & Suen, H. K. (2018). Assessment approaches in massive open online courses: Possibilities, challenges and future directions. International Review of Education, 64(2), 241–263. https://doi.org/10.1007/s11159-018-9710-5
Yang, H., Yu, J., Zo, H., & Choi, M. (2016). User acceptance of wearable devices: An extended perspective of perceived value. Telematics and Informatics, 33(2), 256–269. https://doi.org/10.1016/j.tele.2015.08.007
Yanova, N. (2015). Assessment of Satisfaction with the Quality of Education: Customer Satisfaction Index. Procedia - Social and Behavioral Sciences, 182, 566–573. https://doi.org/10.1016/j.sbspro.2015.04.782
Ye, Q., Luo, Y., Chen, G., Guo, X., Wei, Q., & Tan, S. (2019). Users Intention for Continuous Usage of Mobile News Apps: the Roles of Quality, Switching Costs, and Personalization. Journal of Systems Science and Systems Engineering, 28(1), 91–109. https://doi.org/10.1007/s11518-019-5405-0
Young, S. (2006). Student Views of Effective Online Teaching in Higher Education. American Journal of Distance Education, 20(2), 65–77. https://doi.org/10.1207/s15389286ajde2002_2
Yugo, J. E., & Reeve, C. L. (2007). Understanding Students’ University Educational Image and Its Role in College Choice. Psi Chi Journal of Psychological Research, 12(1), 9–17. https://doi.org/10.24839/1089-4136.jn12.1.9
Yung, K. W. H. (2020). Comparing the effectiveness of cram school tutors and schoolteachers: A critical analysis of students’ perceptions. International Journal of Educational Development, 72, 102141. https://doi.org/10.1016/j.ijedudev.2019.102141
Zaghloul, A. A., Hayajneh, Y. A., & AlMarzouki, A. (2010). Factor analysis for an institutional image instrument. International Review on Public and Nonprofit Marketing, 7(2), 157–166. https://doi.org/10.1007/s12208-010-0056-3
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.2307/1251446
Zhai, X., Gu, J., Liu, H., Liang, J. C., & Tsai, C. C. (2017). An Experiential Learning Perspective on Students’ Satisfaction Model in a Flipped Classroom Context. Journal of Educational Technology & Society, 20(1), 198–210.
Zhang, R., & Zou, D. (2021). A state-of-the-art review of the modes and effectiveness of multimedia input for second and foreign language learning. Computer Assisted Language Learning, 1–27. https://doi.org/10.1080/09588221.2021.1896555
Zhu, M., Bonk, C. J., & Sari, A. R. (2019). Massive Open Online Course Instructor Motivations, Innovations, and Designs: Surveys, Interviews, and Course Reviews. Canadian Journal of Learning and Technology, 45(1). https://doi.org/10.21432/cjlt27795
Zou, D., Xie, H., & Wang, F. L. (2018). Future trends and research issues of technology-enhanced language learning: A technological perspective. Knowledge Management & E-Learning: An International Journal, 10(4), 426–440. https://doi.org/10.34105/j.kmel.2018.10.026
Zou, D.; Xie, H.; Wang, F. L. (2021). Peer-Assessment Enhanced Collaborative Learning in a Virtual Learning Environment. In R. Li, S.K.S. Cheung, C. Iwasaki, L.F. Kwok, & M. Kageto (Eds.), 14th International Conference on Blended Learning, ICBL 2021 (pp. 132–141).