Customer Relationship Management in a Language Institution: Using Social CRM Platform to Maintain Customer Relationships
| Autor: | Kuo-hsien Chen, 陳國憲 |
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| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 Cram schools are service establishments which specialize in teaching learners highly accelerated curriculums for the purpose of taking examinations. These tutelage institutions are a vital component in the educational system of Taiwan and are relatively rife. Over the past few years, due to reasons such as low birth rate and heightening competition, difficulty in maintaining the operation of cram schools is increasing. Researchers have asserted that in order to remain competitive in the marketplace, businesses are required to fortify relations with customers. Customer Relationship Management (CRM) is the process of managing relationships with customers. This study delves into the core elements of CRM and reveals its functions and purpose to those oblivious to its essence. Furthermore, it examines the implementation of Social CRM into cram school operations and its probable consequences. The Social CRM process is structured in the form of an Internet Learning Platform which consists of tools which can be utilized to sustain relations with patrons. The data collected will be vital in the sense that it would help cram school operators and executives understand the mindset of parents and employees in order to efficiently allocate precious corporate resources to essential and purposeful efforts. The garnered data will be analyzed with the use of AHP. The unique features of this analytical method are that it allows users to make comparisons between multiple criteria as well as alternatives, reach difficult decisions and determine the practicality, importance and effectiveness of problems for analysis. This study reveals that parents do not seek nor do they require a great deal of additional personal attention from cram school staff. Rather, emphasis on the efficacy of schools’ to assist their children in acquiring academic prosperity and focus on the learners is of more significance. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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