EXECUTIVE TRAINING: EXPECTATION AND BUYING PROCESS OF COMPANIES IN THE SOUTH OF VIETNAM

Abstract

This study aims to provide the insights of executive training market in terms of customer expectation, buying process, and buying center. It helps training organizations knowing what their customers expect, how they buy training service, who are involved in the buying process, and how they affect the buying. Depth interviews are used to collect data for the research. The results of this research reveal that to satisfy the customers, training organization should not only focus on the outcome of training but also on the delivery process. Moreover, buying process is a multi-phase and multi-class process with the involvement of many people who play several roles during the process. Understanding the expectation of customer, their buying process, and buying center will help training organizations marketing their offers better.