Factors Influencing Parents’ Repurchase Intention English Language Centers: The Case of Asem Vietnam

The study adopts the Stimulus–Organism–Response (SOR) model to examine how external factors influence parents’ intention to re-enroll their children in English centers. Based on data from 207 parents whose children had attended ASEM Vietnam English Center, analyzed using Smart PLS 3.0 and SPSS 26, findings reveal that trust is the strongest predictor of repurchase intention, followed by satisfaction. Educational Quality is the most influential factor of parents’trust. Customers satisfaction is being influenced by center education quality, following by perceived price, facility and human resources. The location does not significantly affect satisfaction. The study provides practical recommendations to reduce service intangibility, enhance perceived educational value, and strengthen relationship marketing to build long-term parental loyalty.