期刊論文

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
ISSN 1993-8233
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