南京市青少年体育培训机构的顾客关系管理研究

发布时间：2018-01-10 10:03

本文关键词：南京市青少年体育培训机构的顾客关系管理研究　出处：《南京大学》2017年硕士论文　论文类型：学位论文

【摘要】：目前,青少年体育教育已得到国家和社会各界前所未有的重视。在此时代背景下,为提高青少年体育培训机构的核心竞争力,获得持续稳定的客源,相较于产品交易的营销理论,顾客关系管理理论更适用于青少年体育培训机构的管理和经营。根据顾客关系管理理论,提高青少年体育培训机构的综合服务质量是前提,进而增加顾客的满意度和忠诚度,是做好培训经营的关键。顾客满意度是影响顾客忠诚度的重要因素,而顾客的相关需求满足则最大程度上反映顾客满意度,顾客需求得到满足,就会对青少年体育培训机构产生信任,选择成为长期的忠实客户,顾客的相关需求满足将成为我们的研究重点。值得关注的是,青少年虽然是体育培训服务的实际消费者,但是,由于青少年还不具备独立的经济能力,也缺乏全面成熟的消费模式,在进行消费决策时,家长往往扮演着决策者的角色,也是由家长对青少年体育培训机构服务进行评价。本文采用文献资料法、问卷调查法、访谈法等方法对南京市具有代表性的九家青少年体育培训机构的经营现状与顾客需求满足等影响因素进行了调查,通过对青少年体育培训机构的机构主和参与培训的家长们的半结构化访谈,准确地刻画了顾客需求结构。结合已有的量表,本研究编制了青少年体育培训机构顾客需求满足调查问卷。通过问卷调研以及数据分析,包括描述性统计、多元线性回归、探索性因子分析、结构方程模型中介分析等方法,力图寻找影响顾客满意度的因素,不同维度的顾客需求,顾客需求满足如何影响顾客忠诚度的机制,以及各影响因素与家长角色之间的关系。分析结果表明:青少年体育培训市场发展潜力巨大;对于青少年体育培训机构,以教学与服务质量需求为代表的家长相关需求满足程度越高,其忠诚度越高。顾客相关需求满足影响到顾客的忠诚度,影响顾客对培训机构的信任。顾客对机构的信任主要源于该机构对于顾客教学与服务质量需求、设施与安全需求以及性价比需求的满足。最后,文章也指出了青少年体育培训机构在发展中应注意的问题并给出对策建议,为青少年体育培训机构进一步使用顾客关系理论管理发展提供理论依据。
[Abstract]:At present, the youth physical education has received unprecedented attention from the country and all walks of life. In this background, in order to improve the core competitiveness of youth sports training institutions, to obtain a sustained and stable source of visitors. Compared with the marketing theory of product transaction, the theory of customer relationship management is more suitable for the management and management of youth sports training institutions. To improve the comprehensive service quality of youth sports training institutions is the premise, and then increase customer satisfaction and loyalty, is the key to do a good job in training, customer satisfaction is an important factor affecting customer loyalty. The satisfaction of customers' related needs reflects customer satisfaction to the greatest extent. If the customer's needs are satisfied, they will have confidence in youth sports training institutions and choose to become long-term loyal customers. Satisfaction of customer needs will become the focus of our research. It is worth paying attention to, although teenagers are the actual consumers of sports training services, but because young people do not have independent economic ability. In the process of consumption decision, parents often play the role of decision makers, but also by parents to evaluate the services of youth sports training institutions. Questionnaire survey, interviews and other methods of Nanjing representative of nine youth sports training institutions operating status and customer needs of the impact factors were investigated. Through the semi-structured interviews with the parents of the youth sports training institutions and the parents involved in the training, the structure of customer needs is accurately described. In this study, we compiled the questionnaire of customer demand satisfaction in youth sports training institutions. Through questionnaire investigation and data analysis, including descriptive statistics, multiple linear regression, exploratory factor analysis. Structural equation model intermediary analysis and other methods, trying to find the factors affecting customer satisfaction, different dimensions of customer demand, customer demand satisfaction how to affect customer loyalty mechanism. And the relationship between the influencing factors and the role of parents. The results show that: the development potential of youth sports training market is huge; For youth sports training institutions, the higher the degree of satisfaction of parents' related needs, the higher the loyalty of the parents represented by the needs of teaching and service quality. The satisfaction of customer related needs has an impact on customer loyalty. Customer trust in training institutions is mainly due to the needs of the organization for the quality of teaching and service, facilities and security requirements and the need for cost-effective. Finally. The paper also points out the problems that should be paid attention to in the development of youth sports training institutions and puts forward some countermeasures and suggestions, which provides a theoretical basis for the further application of customer relationship theory to the development of juvenile sports training institutions.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G812.45

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