Research On New Oriental English Lanzhou Branch's Strategy Of Improving Customers' Satisfication Base On Servqual Model

Nowadays,the rapid spread of concepts such as globalization and lifelong education has provided important historical opportunities for the development of education and training institutions,and the increase in residents' income has provided a good economic guarantee for education and training.New Oriental English Lanzhou branch is a training institution with advantages of group brand in Lanzhou.Since its establishment,it has attracted many students to study at here and which has been developing at a fast pace in the local area.It has become an important force in the market of after-school training in the city of Lanzhou and Gansu province.New Oriental English Lanzhou branch has been spending lots of money on advertising in recent years,but some of its learning centers have been closed and the number of complaints has been increasing year by year.The SERVQUAL model can be used to measure customer satisfaction and make a satisfaction evaluation of customer satisfaction from five aspects,in order to understand the gap between customer expectations and perceptions of service quality.This study firstly introduces the enterprise content,marketing and customer satisfaction of New Oriental English Lanzhou branch.Secondly,this study designed the New Oriental English Lanzhou branch customer satisfaction scale based on the five dimensions of SERVQUAL Model,and completed the questionnaire data collection by using the network form,aiming to discover the performance of New Oriental English Lanzhou branch in terms of customer satisfaction.Through the analysis of the questionnaire survey data,it is found that the teaching service satisfaction of New Oriental English Lanzhou branch is positively correlated with the five dimensions of tangibility,reliability,responsiveness,assurance and empathy.On the basis of data analysis,this study further explored the customer satisfaction of New Oriental English Lanzhou branch by telephone interview.Thirdly,based on the five dimensions of SERVQUAL Model,this study proposes five sets of strategies for improving customer satisfaction of New Oriental English Lanzhou branch.(1)The improvement strategy of the tangible dimension is: optimizing the teaching service facilities;controlling the number of classes;improving the teaching service environment;(2)the improvement strategy in the reliability dimension is: strengthening the vocational training of employees;strengthening the supervision of marketing and teaching services;(3)The improvement strategies in the responsive dimension include: improving the service speed of students;conducting business training for teachers;(4)the promotion strategies in the guarantee dimension are: ensuring the correct execution of marketing activities;strengthening the professional skills training of business department personnel;(5)The strategy for the empathy dimension: to ensure that the course products continue to be carried out;to supervise the curriculum planning of the teaching department;to improve the bad reputation of teaching projects.Finally,based on the five dimensions of the SERVQUAL model,this study proposes the guarantee measures to improve the customer satisfaction of New Oriental English Lanzhou branch.Therefore,studying the customer satisfaction of New Oriental English Lanzhou branch,it is of great significance for New Oriental English Lanzhou branch to change its focus from external marketing environment to its own products and services,as well as the retention rate and complaint rate of students,and so as to improve the quality of service,optimize customer relationship management and ensure its position in the industry.