Research On Customer Satisfaction Of H Parent-child Education Complex And Its Improvement Strategy

With the continuous development of society and human progress,parents pay more and more attention to the intellectual development and mental maturity of infants and young children,and then give special care and education.In 1998,China's first parent-child education institution was established;especially with the relaxation of the second child policy in 2012,the parent-child education market has been stimulated to develop rapidly.At the same time,the number of institutions operating parent-child education complexes is increasing,and competition is becoming fiercer.However,the key to achieving market share and leading the way depends on customer satisfaction.Therefore,based on the research of customer satisfaction of parent-child education complex,and put forward corresponding strategy suggestions,this has important realistic and theoretical significance for the sustainable and stable development of the industry.Based on the industry background and characteristics of the H parent-child education complex,this paper systematically analyzes the market characteristics of the parent-child education industry in China,the development status of the parent-child education complex,and the overview of the H-parent education complex based on customer satisfaction and 4R theory.Obtain data using questionnaires,and establish a parent-child education complex customer satisfaction model,and construct parent-child education including five latent variables:company image,perceived quality(hardware),perceived quality(software),perceived price,and customer satisfaction.The complex customer satisfaction model is tested empirically using a structural equation model.The study found that perceived quality(software)and perceived price have significant positive effects,and perceived quality(hardware)has both customer satisfaction and perceived price.Significant positive impact.Perceived quality(software)has a significant positive impact on customer satisfaction and perceived price.Perceived price has a significant positive impact on customer satisfaction.Based on this,by using a typical case method,S parent-child education and training institutions in the H parent-child education complex are selected as case studies.The research finds that customers(parents)evaluate the quality of teaching and customers(parents)evaluate the quality of parent-child training institutions.Evaluation,customer(parent)evaluation of communication quality,and customer(child)evaluation of child identification of parent-child education institutions are relatively satisfied,and are affected by the internal and external environment,teachers,publicity methods and service quality.This echoes the empirical test of the model.Finally,based on 4R marketing theory,the strategy of improving customer satisfaction of the parent-child education complex mainly includes strengthening parent-child integrated services and establishing relationships with customers;responding quickly to the parent-child market;building good relationships based on customer satisfaction;establishing enterprises and customers Win-win values.