AB公司的客户忠诚度管理研究

发布时间：2018-06-04 18:07

本文选题：客户忠诚度 + 客户关系管理　；参考：《东华大学》2017年硕士论文

【摘要】：AB公司主营业务是英语培训,面对的客户主体是个人。每年客户有数万人。所以降低单个客户的交易成本对整体利润的影响至关重要。客户分为老客户和新客户,一个新客户的交易成本约为老客户的三倍。因此,建立科学的,长效的客户忠诚度管理制度,提升老客户的比重是AB公司一直探索的管理课题。教育行业由于其行业特征,客户体验尤其重要。其中不乏一些机构急功近利,缺乏客户忠诚度管理意识,严重影响客户体验和行业形象。忠诚度管理的文献多为宏观的,概念性的。需要公司自身结合自身的实际情况加以灵活运用,才可以制定出切实可行的忠诚度管理方案。本文在借鉴了前人关于客户忠诚度以及客户关系管理的理论知识,结合AB公司客户数据,找出影响客户忠诚度的关键指标和权重,进而对公司的忠诚度管理提出切实可行的指导意见。通过AB公司的订单数据,找出升级购买和重复购买的客户群,作为研究对象,进一步研究该部分客户的调查问卷数据。找出该部分客户对公司的各个部分进行打分,包括产品,服务,教师等。进而找出客户的满意因素。对样本学校的整体客户的调查问卷分析,可以找出客户的不满意因素。根据回归分析可以确定其不同的权重。从而提出有针对性的客户忠诚度管理方案。基于数据分析的结果,从产品,服务,品牌,运营四个方面提出了有针对性的策略建议。如首先要建立以客户为中心的价值观,没有这个作为前提,其他的任何策略都无法落实。另外,需要重视地区差异,西部城市对价格因素比较敏感,东部城市对服务比较敏感。针对不同的客户群体需要有不同的管理策略。需要加强销售阶段的服务。设定客户忠诚度评价体系。还有就是环境因素并不像很多企业想象的那么重要,从而投入大量的资源去打造学习中心。这也可能是行业内的认识误区。本文主要借鉴了相关的忠诚度管理理论,针对AB公司的实际情况提出的管理方案,对AB公司的忠诚度管理水平有着积极的意义。另外,AB公司的一些情况也一定程度反映了行业的问题,因此本文提出的方案对英语培训行业也具有一定的参考价值。
[Abstract]:AB company's main business is English training, facing the main customer is an individual. There are tens of thousands of clients every year. So it is very important to reduce the transaction cost of individual customer to the overall profit. Customers are divided into old and new customers, the transaction cost of a new customer is about three times that of the old customer. Therefore, the establishment of a scientific, long-term customer loyalty management system to enhance the proportion of old customers is a management issue that AB Company has been exploring. Customer experience is particularly important in the education industry because of its industry characteristics. Among them, some organizations are eager for quick success, lack of customer loyalty management consciousness, which seriously affect customer experience and industry image. The literature on loyalty management is mostly macro and conceptual. In order to work out a feasible loyalty management scheme, it is necessary for the company to use it flexibly in combination with its own actual situation. Based on the previous theoretical knowledge of customer loyalty and customer relationship management, combined with the customer data of AB Company, this paper finds out the key indexes and weights that affect customer loyalty. And then put forward practical guidance to the company's loyalty management. Through the order data of AB Company, we find out the customer groups of upgrade purchase and repeat purchase, as the research object, and further study the questionnaire data of this part of customers. Find out how customers rate all parts of the company, including products, services, teachers, etc. Then find out the customer satisfaction factors. The questionnaire analysis of the sample school's whole customer can find out the customer's dissatisfied factor. Different weights can be determined by regression analysis. Thus, a targeted customer loyalty management scheme is proposed. Based on the results of data analysis, this paper puts forward some suggestions from four aspects: product, service, brand and operation. Without this premise, no other strategy can be implemented without the establishment of customer-centric values in the first place. In addition, we need to pay attention to regional differences, western cities are more sensitive to price factors, eastern cities are more sensitive to services. Different management strategies are needed for different customer groups. Services need to be strengthened during the sales phase. Set up customer loyalty evaluation system. The other is that environmental factors are not as important as many companies think, and invest a lot of resources to build learning centers. This may also be a misunderstanding within the industry. This paper mainly draws lessons from the related loyalty management theory, and puts forward the management plan according to the actual situation of AB company, which has positive significance to the loyalty management level of AB company. In addition, some cases of AB company also reflect the problems of the industry to some extent, so the scheme proposed in this paper also has some reference value for the English training industry.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

【参考文献】