教師資料查詢 | 類別: 期刊論文 | 教師: 汪美伶 Wang, Mei-ling (瀏覽個人網頁)

標題:How does CRM create better customer outcomes for small educational institutions?
學年99
學期1
出版(發表)日期2010/11/01
作品名稱How does CRM create better customer outcomes for small educational institutions?
作品名稱(其他語言)
著者Wang, Mei-Ling; Yang, Fei-Fan
單位淡江大學企業管理學系
出版者Lagos: Academic Journals
著錄名稱、卷期、頁數African Journal of Business Management 4(16), pp.3541-3549
摘要This study investigates the role of Customer Relationship Management (CRM) in the effective management of parent satisfaction and loyalty in small or medium-sized educational institutions. We developed and tested a two-level model in which the implementation of CRM was related to parent satisfaction and loyalty. A total of 600 parents involving 60 children’s English cram schools in Taiwan were analyzed using Hierarchical Linear Modeling (HLM), with results that partially supported the proposed model. More specifically, knowledge management was positively related to parent satisfaction and parent loyalty while key customer focus had no significant relationships with parent satisfaction and parent loyalty. In addition, parent satisfaction was associated with parent loyalty. Both theoretical and practical implications are discussed.
關鍵字Customer relationship management; parent satisfaction; parent loyalty; cram school
語言英文
ISSN1993-8233
期刊性質國外
收錄於SSCI
產學合作
通訊作者Wang, Mei-Ling
審稿制度
國別奈及利亞
公開徵稿
出版型式電子版
相關連結
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