The Relationship of Satisfaction, Word of Mouth, Functional Service and Technical Services

This study examines the relationship of satisfaction and word of mouth (WOM) in English centers in Ho Chi Minh City through a survey of 200 students. Research using Raymon scale (2006), Cronbach s Alpha reliability factor and Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), AMOS program, Structural Equation Modeling (SEM). The results show that word of mouth (WOM) praise and WOM Activity are strongly influenced by affective commitment factor. Satisfaction is more affected by the quality of functional services than the quality of technical services; then satisfaction will directly and positively impact on the affective commitment factor, helping the foreign language center to create a good image in the perception of student; leads to WOM praise and WOM activity. The authors have conducted the EFA and CFA methods to measure Functional quality, technical quality, satisfaction, affective commitment, high-sacrifice commitment, WOM praise and WOM activity and the results show that the components of the scale ensure reliability and validity, which can be used in English language centers in Ho Chi Minh City, and have a high degree of applicability in Vietnam.