Exploring consumers’ satisfaction on existing private supplementary tutoring service in Macau and discovering customer segments for XXX Multifarious Tutoring Centre

  • Chi Hang Ng (Student)

Student thesis: Master's Thesis


Recently, private supplementary tutoring industry has experienced extraordinary growth and emerged as a profitable business in Macau. The present thesis, on the one hand, strives to explore consumers’ level of satisfaction on the existing PST service in Macau and, on the other hand, tries to discover customer segments, targets, as well as develop a positioning strategy for a business idea, named XXX Multifarious Tutoring Centre.In the satisfaction analyses, two models were proposed to identify the factors that influence the satisfaction level of both parents and students using ordered logit. The regressions suggest that apart from traditional values related to academic performance, students value the opportunities of interacting with peers in the tutoring centre. At the same time, parents think safety as an essential factor.Regarding segmentation, latent class analyses based on attitude and behavioural variables were used to identify customers who are most willing to join the Centre. These customers were then considered as target customers, and a preliminary positioning strategy was made accordingly.
Date of Award25 Jan 2021
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorJoão Cotter Salvado (Supervisor)


  • Private supplementary tutoring
  • Shadow education
  • Ordered logit
  • Latent class analysis
  • Segmentation
  • Targeting
  • Positioning
  • STP


  • Mestrado em Gestão

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