Research On The Causes And Countermeasures Of Customer Loss Of Online Education Enterprises

Data statistics in 2018 show that the market scale of online education in China has been increasing in recent years.Statistics show that in 2018,the market size reached 251.76 billion yuan,an increase of 25.7% compared with 2017.By 2018,the number of users reached 135 million,an increase of 23.3% over the previous year.From the above data,we can see the rapid growth rate.With the popularization of smart phones and computers,online education industry based on these hardware facilities and Internet technology has strong carrier support and technical support.Compared with offline traditional education,online education has the advantages of breaking the regional and time constraints,which can improve the imbalance of educational resources and achieve efficient and convenient learning purposes.However,as an emerging industry in recent years,online education is not mature in customer relationship management,resulting in the loss of customers as a normal.Nowadays,there are countless new online education institutions increasing every year,and the competition is increasingly fierce.In order to obtain more customer resources,each institution spends heavily on various advertisements and low‐cost loss competition to absorb new customers.The burden of enterprises is increasing,but more and more institutions are available for customers to choose.If enterprises do not pay attention to customer maintenance,then the customers who spend high cost to develop will Will turn to competitors,not only directly affect the earnings of enterprises,but also affect the evaluation of customers on enterprises,and then affect the choice of potential customers on enterprises,thus affecting the development of enterprises.How to reduce the loss of customers and improve the renewal rate of customers has become a problem that all online organizations should pay attention to at present,and it is the most important issue concerning whether the organizations can survive in the future.This paper selects D online education enterprise as the research object,combines the existing theories of customer churn and the characteristics of online education industry,and initially presupposes the factors that affect the customer churn of D online education enterprise,such as employee factors,curriculum factors,system factors,enterprise factors,and so on.Then,according to these factors,a questionnaire is set up,which is carried out according to the principal component analysis method Analyze and find out the main factors that affect the customer churn of D online education enterprises.According to the analysis results,the paper puts forward the targeted strategies to reduce customer churn.This paper mainly uses the theories of customer churn,customer expectation and customer satisfaction for reference to study the d‐online education enterprises,which is of positive significance to reduce the customer churn of d‐online education enterprises.Some situations of D online education enterprises may exist in other online education enterprises,so the strategies proposed in this paper also have certain reference significance for online education banks.