【作者】 杨艳；

【导师】 吴建祖；

【作者基本信息】 兰州大学 ， 工商管理， 2011， 硕士

【摘要】 忠诚的客户是企业最珍贵的资源及财富,是企业获得长期利润,拥有市场竞争力的重要保障。早期教育服务机构更是将客户忠诚视为企业生存和发展的根本保障。因为,拥有了高度忠诚的优质客户,企业也就拥有了关键的竞争优势。随着近几年国家政府政策的大力扶持,早期教育服务得到了迅猛的发展,已逐步发展成为国民经济中的主导产业。XYZ教育咨询公司就是在这样的大环境下成立并迅速发展起来的国内中小型早期教育机构。公司随着近几年的快速发展壮大,慢慢出现了客户流失率增高,客户忠诚度下降等问题,如何解决相关问题,就成为了本次论文研究的重点和意义所在。本文从影响XYZ教育咨询公司客户忠诚度的主要因素入手,运用SWOT分析工具,提出建立,借鉴全新的客户忠诚度理念,实行客户、加盟商和授课教师“三位一体”的客户忠诚度提升策略。采用的相应措施是,通过产品服务改进和制订差异化的客户服务方案来提升客户的忠诚度；通过对加盟商的分级管理、采用产销分离的加盟商支持模式以及制订新的加盟商的管理流程来提升加盟商的忠诚度；通过重新定义人才培养策略和建立授课教师的素质模型来提升授课教师的忠诚度。在实施以上措施中,需要通过建立面向客户服务的组织机构保障机制来保驾护航。希望通过此次论文的研究,能够在帮助XYZ教育咨询公司解决客户忠诚度问题的同时,也为同行业中与之类似的公司在解决客户忠诚度问题方面提供一些可操作性的解决方案。更多还原

【Abstract】 Customer loyalty is the most valuable resource and fortune of a company, and is also a key stake to gain market competitiveness. Early educational service institutions in service industry even regarded customer loyalty as the fundamental stake for the company to survive and develop. This is because of the fact a company owns key competitiveness as long as it owns high quality loyal customers.Backed by the state policy in the recent years, early education service has been developed very rapidly and gradually became a dominating industry in the national economy. XYZ educational consulting company is the small and medium sized domestic early education institution which established and rapidly developing under this circumstances. With the rapid development of the company in recent years, the problem of increased customer turnover and decreased customer loyalty has slowly occur,how to solve the related problems has become the focus and significance of this paper. Hence, the research of this paper on the customer loyalty to XYZ Company is a realistic topic which made a certain role of reference to the similar company in this industry.The paper started with the key factors that influenced the loyalty of XYZ education consulting company, adopted SWOT analysis and proposed to set a new customer loyalty mentality, and implement a customer loyalty promotion strategy that integrate customers, franchisee and teachers "3 into 1".In its corresponding measures, its proposed improved products service and differentiated customer service to enhance customer’s loyalty; it proposed classification of franchisee, separation of production and distribution of franchisee model and enacting new franchisee management procedure to enhance customer’s loyalty; it proposed redefinition of talent foster strategy and establish teacher quality model to enhance teacher’s loyalty. In the implementation of the above strategy, it is necessary to set a organizational guarantee system that devoted to customer service.Through the research of this paper, the author hope it can help solve the problem of customer loyalty of XYZ education consulting company, but also provide some workable solutions for the similar companies in the industry.更多还原