Research On The Internal Mechanism And Moderating Effect Of Customer Education On Satisfaction:Taking Commercial Bank As An Example

In the context of commercial banks,customer education refers to the level of knowledge,experience and skills that the customer has perceived on financial products offered by Banks(or employees).From the practice of investor education,customer education has become an important means to enhance customer value andimprove customers' satisfaction and trust.It is also beneficial for company to obtain competitive advantages.Customer education has become a hot topic both theoretically and practically.There are three reasons for this.First,the concept of financial services products is relatively complex,and customers' perceived risk and consumer boycott can be effectively reduced through customer education.Second,through customer education,we can effectively improve the participation of consumers in the service process,thereby improving their perception on service quality.Third,customer education is part of the value-added service,which helps to build emotional connections between customers and employees,contributing to the diversity of commercial banks to establish competitive advantages.As a result,customer education has become the focus of the theoretical and practical circles.The article explores the connotation and definition,the drive,the process,the main effect and adjustment effect of customer education.However,in the past,there have been conflicting opinions and conclusions about the influence of customer education on customer satisfaction,the so-called customer education paradox.Some scholars believe that the implementation of customer education helps to enhance consumer satisfaction and loyalty.Reasons are as follows.First,customer education can enhance consumers' product literacy,thereby reducing the perceived risk for complex products.Second,customer education enhances customer-employee communication quality and efficiency,and enhances perceived quality of service.Third,customer education is a good investment in the enterprise,which not only helps consumers release product value but also enhances their perception on the feasibility and usability of products,leading to improved product efficiency.Fourth,customer education helps to strengthen the emotional connection between customers and employees,which is helpful to improve the participation of consumers to meet the individual preferences and needs.Others,however,hold different views.The reasons behind this include the following.First,customer education can reduce the their information asymmetry,which enhances consumers' abilities to learn and adapt to replace service providers,thus can reduce switching cost and conversion disorder for customers.Second,customer education increases consumers' awareness of self-efficacy and boosts their confidence in brand transformation.Third,customers' expectations on service grow in parallel to their knowledge on products,while their perception of brand uniqueness is reduced.Fourth,customer education increases consumers' participation in the service process,consequently,it's more likely to increase frictions and role conflicts between customers and employees in the service process.There are several aspects of the existing customer education literature that are not well researched.First,most of literature on customer education research adopted qualitative research paradigms and thinking patterns,relevant empirical research is relatively scarce.Second,customer education paradox may arise due to a number of different research perspectives in the literature.A systematic and complete theory is needed to integrate previous research.Third,there is no in-depth analysis and research on the adjustment variables and boundary conditions between customers' education and consumer satisfaction.This is also one of the underlying causes of the paradox.Fourth,there are no in-depth discussion and research in the literature on questions like whether the relationship between consumer education and customer satisfaction is simply positive or negative,whether customer education is a double-edged sword,what the inner mediation and the transmission mechanism are regarding the effects of customer education on customer satisfaction.Based on this,the paper tries to research into the above issues through the study of the adjustment effect and the mediating effect of customer education.In this paper,the main chapter contents are arranged as followed:Chapter 1: Introduction.Starting from the literature background,this paper analyzes the significance of the topic,research goals,overall research framework and research content.The author also puts forward the research method and technical route of the thesis.Chapter 2: Literature review and theoretical basis.In this chapter,the author does literature review about the customer education and customer education paradox at home and abroad.The literature review is mainly about customer education(such as the definition of customer education,motivation,main effect,moderating effect,customer education paradox phenomenon and related measurement,etc.),the relationship norms(such as the definition,types of relationship norms,difference,related research and manipulation check,etc.),services types(such as service types,definition,preposition factors,moderating factors and measurement,etc.),customer adjusting theory,MOA theory(such as theoretical connotation,preposition factors,moderating factors,measurement,etc.).The author tries to present a detailed and specific literature system and framework.This chapter is the theoretical basis of this paper.Chapter 3: The study of customer education in commercial bank.Starting from the current situation of customer education,the author analyses the reasons behind customer education strategy,and the reasons of customer education paradox phenomenon.The analysis set the basis for the following study of moderating effect and internal mechanism.Chapter 4: the study of moderating effects of customer education.The author explores the boundary conditions of customer education.Basing on customer education paradox,this chapter explores the moderating effect between customer education and customer satisfaction,such as interaction factors and services factors.Through hypothetical deduction,two experimental study and hypothesis testing,with analysis of variance,this chapter reaches a conclusion.In chapter 5: The study of internal mechanism of customer education paradox.Based on the previous chapter,the author analyzes the reason behind thephenomenon ofcustomer education paradox,thatis,to investigate the internal mechanism of customer education paradox.Based on customer adjusting theory and MOA theory,this paper researches the internal mediating mechanism between customer education and customer loyalty.This chapter contains research framework,hypotheses deduction(customer education and customer adjusting,customer adjusting and MOA factors,MOA factors and satisfaction),experimental design,data analysis(for example,sample selection,questionnaire design and investigation,structural equation model fitting,etc.),and research summary.Chapter 6: The conclusion and prospect.This chapter mainly includes the research conclusion(such as moderating effect and mediating effect of customer education paradox),research innovations,limitations of the research,and future research direction.Based on customer education paradox,through analysis of variance(ANOVA)and structural equation model(SEM),this paper analyzes the moderating influence of customer education on satisfaction,as well as the internal medium.The results shows that customer education is not a panacea for improving customers' satisfaction,it also has its potential negative impact.It is necessary for Commercial bank managers to reduce the potential negative impact of customer education in order to gain customer satisfaction and loyalty.Secondly,the influence of customer education on satisfaction is not simple or direct.Through customer adjusting and MOA framework,customer education has its impact on satisfaction.This study provides a theoretical reference and feasible methods for managers to improve customers' satisfaction.This thesis also achieved a series of innovative achievements,which will add new impetus for the theoretical and methodological innovation of customer education paradox.Theoretical innovation of this paper will enrich existing research system on customer education.