| 題名: | How does CRM create better customer outcomes for small educational institutions? |
| 作者: | Wang, Mei-Ling;Yang, Fei-Fan |
| 貢獻者: | 淡江大學企業管理學系 |
| 關鍵詞: | Customer relationship management;parent satisfaction;parent loyalty;cram school |
| 日期: | 2010-11 |
| 上傳時間: | 2013-05-30 15:36:41 (UTC+8) |
| 出版者: | Lagos: Academic Journals |
| 摘要: | This study investigates the role of Customer Relationship Management (CRM) in the effective management of parent satisfaction and loyalty in small or medium-sized educational institutions. We developed and tested a two-level model in which the implementation of CRM was related to parent satisfaction and loyalty. A total of 600 parents involving 60 children’s English cram schools in Taiwan were analyzed using Hierarchical Linear Modeling (HLM), with results that partially supported the proposed model. More specifically, knowledge management was positively related to parent satisfaction and parent loyalty while key customer focus had no significant relationships with parent satisfaction and parent loyalty. In addition, parent satisfaction was associated with parent loyalty. Both theoretical and practical implications are discussed. |
| 關聯: | African Journal of Business Management 4(16), pp.3541-3549 |
| 顯示於類別: | [企業管理學系暨研究所] 期刊論文
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