Research On Customer Relationship Management Of Juvenile Sports Training Institutions In Nanjing

Nowadays the government and the society attach great importance to sports training for youth.In this circumstance,with the purpose of improving the core competence of youth sports training institution,and attain consistent customers,customer relationship management has taken place of original transaction-based marketing theory.Customer relationship management is more suitable for youth sports training institution.According to customer relationship management theory,the premise is to improve the service quality of youth sports training.Then customer satisfaction and customer loyalty will increase.Customer satisfaction is a key cause of customer loyalty,and customer needs can reflect customer loyalty.When customers’ needs have been satisfied,they would trust the institution,and choose to be long-standing customers.It is noteworthy that teenagers are the actual customers,however,due to their lack of independent economic competence and immature consumption patterns,their parents usually play the role of a decision maker.And the appraisal of youth sports training institution is made by parents.This paper adopted the documentary analysis,survey,interview methods to investigate the current state and customer satisfaction of nearly 10 representative youth sports training institution in Jiangsu Province and Henan Province.Researcher took semi-structured interviews with owners of youth sports training institution and the parents.Based on interviews,researcher profiled the need construction of customer.Combining with extant questionnaires,researcher arranged customer needs satisfaction questionnaire.After distributing and collecting questionnaires in Nan jing,data were rigorously analyzed.Descriptive analysis,multiple linear regression methods,exploratory factor analysis,structured equation model for mediation analysis were adopted to figure out factors that influence customer satisfaction and the mechanism of customer satisfaction and its impact on customer loyalty,different factors of customer needs,as well as those the relationships between those factors and the role of parents.The results show that,the development potential of youth sports training marketing is huge.For youth sports training institution,when customers’ needs have been satisfied,they will have higher loyalty.Such effect was mediated by trust.Trust derives from the satisfaction of consumers’ needs,which include need for education and service quality,equipment and safety,as well as price/performance ratio.In the end,this paper points out problems that those youth sports training institution facing with.Additionally,this paper provides theoretical base for youth sports training institution to adopt customer relationship management.