Education And Training To Study The Impacts Of Corporate Reputation On Consumer Loyalty

With the living standard increasing, consumers’spiritual and cultural needs became more and more high. For the traditional education system cannot satisfy customers’ cultural demand, education industry began to move toward the market, namely, education and training enterprises generate.The development of an industry based on that of sursidiary enterprises, and the development of the enterprises is related to consumer loyalty. Researches show that, nowadays consumer researches facus on overall performance of an enpterprise, which is the corporate reputation, could influence consumer loyalty. As a special kind of enterprises, the contents of cultural enterprises reputation are diffent from the other kind of enterprises. This paper focuses on how education and training corporate reputation affects consumer loyalty, based on the special characteristics of education and training enterprises.After summarizing literatures about education and training industry, corporate reputation, customer loyalty and the relationship between corporate reputation and customer loyalty, the paper constructed a model about how the education and training corporate reputation affected consumer loyalty, based on main influence ways and the special characteristic of education and training enterprise. Then the research obtained relevant data by means of questionnaires. Based on descriptive statistical analysis, the paper used SPSS13.0software for reliability analysis and LISREL8.7for confirmatory factor analysis and structural equation model analysis, at last verified the research hypotheses according to the analysis results.Through the above steps, this paper draws the following conclusions:(1) Product reputation and customer orientation factor is the most important in the four kinds of aspects of education and training corporate reputation. Besides, enterprise capabilities could not affect consumers.(2) Consumer satisfaction significantly affects customers’psychology and behavior, and the corporate identity only influenced consumers’ emotional loyalty.(3) Consumer satisfaction, customer confidence and corporate identity could interact with each other. In anther words, consumer satisfaction would influence consumer confidence and consumer confidence also could stimulate corporate identity. Finally based on empirical research, the paper put forward some suggestions from the angle of enterprises.