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Research On Customer Satisfaction Of New Oriental Secondary School Students One-on-one Training Based On The Customer Perceived Value

Posted on:2014-08-11Degree:MasterType:Thesis
Country:ChinaCandidate:P SunFull Text:PDF
GTID:2267330425965215Subject:Business Administration
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With the increasingly diverse choices for Chinese students after the end of thenine-year compulsory education, the choices of parents in the education and trainingmarket are becoming more and more rational and objective. The competition of theeducation and training industry is becoming increasingly intense, resulting in greaterchallenges for this industry and the training companies will face more severecompetitive situation. How to improve the core competitiveness fundamentally toallow the enterprises to enter the virtuous cycle of sustainable development hasbecome the core problem that the managers of the education and training industry aretrying to figure out.This paper deeply analyzes and discusses the current situation of personalizedone-on-one training project at middle school affiliated to New Oriental Education&Technology Group, the education and training industry leading organization intoday’s competitive market and customer satisfaction by adopting customer perceivedvalue theory put forward in the1970s and my working experience at New OrientalEducation&Technology Group for13years and my personal experienceaccumulated during5years in the field of one-on-one teaching at middle school. Theauthor tries to analyze the reflection of customer perceived value to make proposalson how to further develop this business in the future providing helpful references onhow to maximize its resources, convert effectively to customer perceived value andimprove customer satisfaction. This will allow the one-on-one training project of NewOriental Middle School to be dominant in the future competition based on its niceenterprise foundation and targeted market analysis and recommendations.In this paper, the theory of customer perceived value is overviewed. The authorbriefly describes the formation of customer perceived value, the development process and its effect on customer satisfaction and loyalty. The existing customers of theone-on-one department of Beijing New Oriental Middle School were taken as themain objects for studying according to customer perceived value and satisfactiontheory. The data was collected through questionnaires, and then summarized andanalyzed to study the differences of the factors focused on by the existing customersduring their choices of the one-on-one courses and the emphasis of the salesman.Then, surveys on customer satisfaction were conducted based on the above factors, sothat the customer satisfaction of the existing customers of the one-on-one coursesservice at Beijing New Oriental Middle School could be well understood.The results showed that:(1).As for one-on-one tutoring, what the customers caremost are the three aspects of learning outcomes, teachers and prices;(2). English isstill the main advantageous subject at New Oriental;(3). Among the surveyedcustomers, most are short-term learners;(4). Brand is still the factor focused on by thecustomers.(5) Most students have made great progress through on one-on-one projectat New Oriental and the overall satisfaction is very high.Therefore, this paper makes marketing proposals to improve customersatisfaction of one-on-one training project at New Oriental Middle School in the basisof close attention on customer perceived value, combined with the analysis ofcustomer satisfaction, and from the four aspects of personalization of product strategy,flexible pricing strategy, diversification of channel strategy and experience ofpromotion strategy.
Keywords/Search Tags:customer perceived value, customer satisfaction, customer loyalty, marketingstrategy
PDF Full Text Request
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