A study on the factors affecting the decision of Vietnamese students to choose the Japanese study abroad consulting services of Hikari Japan Study Abroad Consulting Co., Ltd

This study explores the factors affecting the decision of Vietnamese students to choose the Japanese study abroad consulting services of Hikari Japan Study Abroad Consulting Co., Ltd. (Hikari Company). The study determines the factors and evaluates the impact level of each factor. The study finds that there are five factors affecting the decision of Vietnamese students to use Hikari Company’s services to study abroad in Japan. These factors, listed in descending order of impacting level, are: consultant, financial pressure, service transfer process, service quality, and learning conditions. This study is expected to help Hikari Company better carry out solutions to improve its business performance sustainably.