An Exploratory Study of Customer Loyalty in the Cram School Based on Transaction Cost Theory
| Autor: | Yu-Ju Lo, 羅郁茹 |
|---|---|
| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 107 The sub-replacement fertility phenomenon, coupled with the fact that a large number of cram schools have sprung up in the past, have resulted in intense compe-tition among cram schools. It is crucial for cram schools that specialize in training elementary to senior high school level students to make alterations to existing op-eration and management strategies, so as to respond to market competition. The literature on service-oriented cram school business has primarily focused on customer satisfaction and experience, that is to say, supply-side determinants such as teaching quality, service quality, and relationship quality. These studies show that consistently meeting customers’ needs or improving the quality of services lead to customer satisfaction and loyalty. This paper differs from previous studies in that it examines factors that affect consumer decisions from the perspective of the trading process. This work also investigates whether these factors affect customer satisfaction and loyalty. This research is carried out under the framework of Transaction Cost Theory. We analyze the effects of four independent variables (namely, utility cost, information searching cost, moral hazard cost, and specific hold-up cost) on two dependent variables (namely, customer satisfaction and customer loyalty). We also examine whether customer satisfaction serves as an instrumental variable in our model. In this study, parents of students from L cram school were randomly selected to complete a survey, in which a total 304 questionnaires were valid. Results of our quantitative analysis show that utility cost, information searching cost, moral hazard cost, and specific hold-up cost have negative impact on customer satisfaction and customer loyalty. We also find that customer satisfaction serves as an instrumental variable in the model. Based on these findings, this paper contributes to the literature of marketing by proposing improvement strategies for management. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|