Research on the customer satisfaction of B training institution based on Servquel and IPA model

基于Servquel 和IPA 模型的B 培训机构顾客满意度研究

Name: Chao Ruan

LCSH: Training institutions

LCSH: Service industries -- Marketing

LCSH: Customer satisfaction

Abstract: In the increasingly competitive training market, consumers begin to pursue the uniqueness of intangible services and get satisfaction and pleasure from services. Product providers also realize that the added value of tangible products needs to be reflected by intangible services. It is an important support for enterprise management research to accurately master core management ideas such as product positioning, marketing strategy and operation process formulation. On the basis of customer satisfaction theory, customer relationship management theory, SERVQUAL model and IPA model theory, this study takes B training institution as the research object and discusses and analyzes the strategies to improve the marketing ability of institutions based on customer satisfaction. Problems existing in customer satisfaction of B training institution are proposed from five dimensions of tangibility, reliability, responsiveness, assurance and empathy. Using the IPA analysis to satisfaction and importance of each index in the evaluation system were analyzed, and the understanding of customer products and services for training institutions of various indicators of expectations and the actual perception of differences, and based on the five dimensions of SERVQUAL model and IPA model of four quadrants, puts forward scientific, reasonable and targeted customer satisfaction strategy

Abstract: 在竞争日益激烈的培训市场中，消费者开始追求无形服务的独特性，从服务 中得到满足和快感。产品提供者也认识到有形产品的附加值需要无形的服务来体 现，精确掌握产品定位、营销战略、运营流程制定等核心管理思想，是对企业管 理研究工作的重要支撑。本研究在顾客满意理论、顾客关系管理理论、SERVQUAL 模型和IPA 模型理论的基础上，以B 培训机构作为研究对象，对基于顾客满意度 提高机构营销能力采取的策略进行论述分析。从有形性、可靠性、响应性、保障 性、移情性五个维度提出B 培训机构顾客满意度存在的问题。运用IPA 分析法对 测评体系中各指标的满意度与重要性进行分析，了解顾客对培训机构产品与服务 各项评价指标的期望值和实际感知存在的差异，并基于SERVQUAL 模型的五个 维度和IPA 模型的四个象限，提出科学、合理且富有针对性的顾客满意度提升策 略

Rangsit University. Rangsit University Library

Address: Pathum Thani

Email: rattanapornn@rsu.ac.th

Name: Yang Shu Chen

Role: Advisor

Created: 2022

Modified: 2565-12-13

Issued: 2022-12-13

วิทยานิพนธ์/Thesis

application/pdf

chi

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Business Administration

Grantor: Rangsit University

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