Profiling clients in the language school market

Abstract

This paper analyzes the clients of language schools and, based on this analysis, redefines the basic characteristics of the language school market, which should lead to an increase in the competitiveness of language schools. The results of this study are based on a quantitative analysis of customer preferences, expectations, and experiences. Characterization of language school clients itself focuses on the roles of the clients and their preferences regarding the place of study, type of study, study content, and form of study. This empirical study is based on quantitative research in the form of a questionnaire survey which took place during 2021. The data comes from a total of 421 completed questionnaires. Data collection and reaching out to suitable respondents were ensured through partner organizations that participated in this research project. Based on contradictions between theory and empirical findings, a total of five statistical hypotheses were established. These were supplemented by testing dependencies of selected variables in relation to the respondent’s country of origin. Based on the chi-square test of independence, Fisher’s exact test, and proportional test, it was found that the majority of language school clients (1) are not children and students, (2) are not motivated to learn by staying abroad, (3) do not prefer traditional course-based teaching, (4) prefer face-to-face teaching, and (5) do not prefer learning/teaching with specialized content. These findings have led to a better understanding of the language school market and revealed hidden opportunities for language schools to develop their competitiveness, which derives from a customer perspective.