Research On The Promotion Strategy Of A Company’s Online Learning APP Customer Satisfaction

By the end of 2020,the national 14th Five-Year Plan proposes to make full use of the advantages of online education to promote the construction of a learning society.During the epidemic period,nearly 200 million primary and secondary school students in China had to suspend classes and study at home.Various online education institutions launched various forms of free live classes,which made Internet online education,which had been dormant for more than a decade,erupt.However,the good times did not last long.In the third quarter of 2021,the state officially implemented the "double reduction" policy on reducing the academic burden of school-age students of compulsory education on campus and off campus,which made the crazy "burning money" development of Internet online education officially enter the adjustment period.Internet education companies had to cooperate with the policy to rectify related businesses,while looking for a new transformation way.Customer satisfaction of Internet online education products has always been an important fatal factor troubling the marketing of various educational institutions.Customer satisfaction also ultimately affects Internet online education companies.How to continue to develop and operate in the fierce competition.This paper takes the online learning APP product of A company as an example to study how to improve the satisfaction of junior high school students with the product under the background of double reduction.By combining qualitative and quantitative analysis methods,this paper analyzes and demonstrates the satisfaction of products in the whole APP terminal of A company,aiming to accurately obtain the attitude and causes of the online learning products and services of A company’s junior middle school students,and provide various differentiated and personalized services for junior middle school students to improve the satisfaction of junior middle school students.So that A company’s existing registered customers can be actively used in the terminal,so that new customers diverted through various traffic channels can be quickly transformed into loyal and active customers.Today,when traffic is so expensive,A company can win in the fierce competition.In the context of the current education "double reduction" policy,this study investigated the development status of A Company’s online learning APP and found that the APP was facing the problem of users’ wait-and-see mood,delayed purchase and decreased quantity.To solve this problem,this paper studies how to improve the current customer satisfaction in order to achieve the purpose of customer retention.Based on the existing customer satisfaction research theories and models,and combined with the characteristics of the online learning APP,this paper designed an evaluation index for the customer satisfaction of the online learning APP.By means of questionnaire survey,230 sample data of junior high school students were collected.SPSS 26.0 software and Spsspro online statistical analysis software were used for analysis and processing,and principal component factor analysis was used to obtain three main factors affecting customer satisfaction.Based on these three factors,the existing problems of the online learning APP in customer satisfaction were analyzed and the causes of the problems were analyzed.Based on the problems and causes,this paper,aiming at these three factors respectively,proposes the promotion strategy of increasing the sense of interaction and fun of learning from the customer experience dimension,the promotion strategy of optimizing interface and enriching functions from the functional dimension,and the promotion strategy of combining textbook updating and course optimization from the course dimension,so as to further improve the customer satisfaction of this online learning APP.So as to achieve the purpose of retaining customers.