B小学生课后托管机构顾客关系管理、转换成本与顾客忠诚度关系之研究

A Study of the Relationship among Customer Relationship Management, Switching Costs and Customer Loyalty of B After-school Trusteeship of Primary School Students

何琪(Qi He) ； 陈子家(Tzu-Chia Chen)

《DPU International Conference on Business Innovation and Social Sciences 2022》 2022 (2022/05) Pp. 417-426

https://doi.org/10.29754/caicictbs.202205.0040

摘要

随着市场竞争激烈程度的加深和人们教育观念的转变，小学生课后托管机构近年来不断发展壮大。但是目前许多课后托管机构仍旧秉承传统营销观念，未妥善处理与消费者之间的关系，忽视顾客关系管理，逐渐显露出用户忠诚度低等困境，需要及时做出改变。本研究以西安市具有代表性的B小学生课后托管机构为例，进行顾客关系管理、转换成本与顾客忠诚度的问卷调查。结果表明课后托管机构顾客关系管理程度越高，其顾客忠诚度越高。转换成本正向影响顾客忠诚度。最后本文为小学生课后托管机构在顾客关系管理方面给出一些建议，以期获得更好的发展。

關鍵字

顾客关系管理 ； 转换成本 ； 顾客忠诚度 ； 课后托管

並列摘要

With the deepening of market competition and the change of people's educational concept, after-school trusteeship of primary school students have been developing and expanding in recent years. However, many after-school trusteeship still adhere to the traditional marketing concept, fail to properly handle the relationship with consumers, ignore customer relationship management, reveal the dilemma of low user loyalty, and need to make timely changes. This study adopts the questionnaire survey method to investigate the customer relationship management, switching cost and customer loyalty of B primary school after-school trusteeship of primary school students in Xi'an. The analysis results show that the higher the degree of customer relationship management of after-school trusteeship, the higher the customer loyalty. The positive correlation of switching cost affects customer loyalty. Finally, this paper gives some suggestions that after-school trusteeship of primary school students should pay attention to customer relationship management, and in order to the further development.

並列關鍵字

Customer relationship management ； Conversion cost ； Customer loyalty ； After-school Trusteeship