CUSTOMER LOYALTY IN FOREIGN LANGUAGE INSTITUTIONS: AN EMPIRICAL STUDYING TURKEY

Abstract

This empirical study concerns the evaluation of customer loyalty trends and practices in Turkish foreign language learning institutions. Using a mixed methods approach, the research utilized both secondary and primary research methods to study the aspects of the thesis theme. Secondary analyses was based on an assessment of past researchers’ perspectives on the subject while primary analysis contained questionnaire based survey analysis. A close-ended questionnaire, consisting of 15 questions, facilitated the researcher in studying about the subject while each sample participant had equal chances of selection into the group. English-medium education enjoys unlimited space in educational sector of Turkey which is why the cultural distinctiveness of other countries seems to have faded away. Even the Turkish culture itself, appears to have been repressed through English-medium education which should be the main purpose why foreign language learning and development within the state is somewhat dubious and challenging. As per the study, some students studying in these institutions believed that the language acquisition is ultimately isolating them from their own country’s culture and values. Moreover, based on the responses obtained from the survey, it was seen that an increasing number of students believed that language competence is an ultimate attribute of a globalized world where its proficiency is seen as an integral component of academic and professional success. The educational staff members and academicians were of the view that language development should be made a part of curriculums rather than treating them separately as a limited-period course. The survey results indicated that students need to develop foreign language skills in order to work on an off-shore land where cultural diversity is greatly embedded in all forms of social systems. Here, only those students are successful who have skills in reading, writing and listening in foreign languages. For better international employment opportunities, students need to develop language competence and acquisition in order to succeed in an otherwise dynamic society. Regarding the challenges and requisites of a global era, language competence is necessary to develop. The research also threw light on the key issues of language acquisition debating upon its necessity with regards to economic development, and academic excellence on personal as well as professional fronts. While the participants greatly agreed to the fact that it enriches self-confidence, they were of the view that in Turkey, languages other than English must be treated with similar superiority, as well. This is a situation which calls for immediate revisions of policies in the educational sector whereby the system of foreign language learning can be improved. The thesis also provided the perspective that the present state of foreign language learning in Turkey is comparatively comprised except for English-medium education which has been overly projected within the sector. However the Turkish students delay their learning of English language until they reach their ages of adulthood where they are forced to take up the course as a necessity to qualify their academic programme. Communicative language teaching protocols in Turkey need to stress more upon teaching foreign languages other than English which is greatly the need of the hour. Although language learning necessarily translates into many benefits, it has to be ensured that it does not put other subjects and studies on stake, putting the students on a disadvantaged position altogether. Evidence of this research shows that language learning must accompany academic content as well so that students do not lag behind in any academic realms, and may devote their time equally to each area of study. The background of the research topic deals with illustrating the usefulness of English as a foreign language as well as introduces the reader to the chosen country: Turkey. The research background details out the essentiality of foreign language competency and acquisition, carefully pinpointing the present state of its development and acknowledgement in the chosen nation. Next, the significance of this study and its use to potential stakeholders is explained while discussing the main ethical considerations involved. The last section of this chapter is a detailed outline of all the succeeding chapters in this research work so that the reader develops a clear understanding about the nature and scope of work. English is one of the most widely spoken foreign languages in Turkey, and the current teaching climate of Turkey is mainly designed keeping in mind the need for students to learn and communicate in this universally accepted language from the initial schooling days. English as a Foreign Language (EFL) is thus, a means for economic and social development in the country, and like other responsible countries, Turkey too, owes its students, good educational standards when it comes to teaching EFL. students of foreign language institutions become “customers” in the industry whose loyalty with these institutions and the underlying perceived satisfaction is of utmost significance for the sector and the economy, at large. Along with promoting a foreign language acquisition for the multiple benefits it enfolds, there is also a need to create awareness regarding culture and morals so that both these can be nourished and maintained side by side. The academicians also opined that there is a need to include an entirely Western course in the English Medium educational programme. It is highly necessary to create cultural awareness amongst students from an early stage so that their perceptions regarding native culture and target culture becomes truly enlightening. Despite the fact that there has been a lot of resistance against foreign language learning in Turkey during the Ottoman Empire; however, it is also true that foreign language proficiency has opened many doors to Turkey for its social, economic, technological and political stability. Language learning soundness and intellect has gained integration into the West for Turkey, while improving upon its ties with the global world (Bloom & Martin, 2003). Language education must continue to be imparted with a primary motivation to open new avenues of success for Turkish students in the foreign world, while at the same time; native cultural expertise and its underlying values must not be forgotten. The topic of this empirical study was to seek an understanding into the key concept of customer loyalty as it relates in the Turkish foreign language institutions, understanding the main motivations of customers (students) to enter these institutions and their expectations from these. This study looked into the ways in which such institutions operate, and explored methods of improvements in their functioning so that Turkey’s teaching climate for foreign language is significantly improved.The main reason behind choosing Turkish institutes of foreign language learning is that Turkey presents as an interesting case for a variety of factors. Although, the labour market value of learning foreign languages in Turkey was little researched in previous times, the present era brought with it, evident trends and growth in the number of globalized firms operating in the country. The first school opened at the Bosporus, after a hard battle with the government, which later came to be known as the Robert College. Cyrus Hamlin, along with the funding provided by a New York businessperson, took this initiative in the year 1863, while teaching Arabic and English side by side. English thus, acted as a common mean of expression amongst students coming from diverse backgrounds and ethnicities. Robert College, now the Bogazici University, holds the reputation of one of the most esteemed educational institutions in the country that has been supported by its government. The American schools that were already functioning in Turkey started to increase in numbers, with this realization and they derived a massive loyalty from students after they learnt the significance of learning English. The main purpose or aim of this study is to carry out an empirical exploration into concepts of customer loyalty in Turkey’s institutions of foreign language learning. This purpose accompanied a comprehensive evaluation and discussion on the key concept of loyalty in foreign institutions in Turkey, aiming to propose methods of further improvements.