Research On Service Loyalty And Application In S Education Center

Since China's entry of WTO, the Chinese services market will be open to foreign capital step by step, and the field of education will be open without a limit. As a result, the enterprises of China, especially service firms, are confronted with the competitive challenge. How to survive and win in the competitive market is an urgent and important problem to be considered and resolved for every Chinese firm. But we find that the importance of customer retention has been valued in the field of both academe and industry. Loyal customers are the source of competitive advantage, and that the bedrock of existence and development of any company.Firstly, this study defines the implied meaning of service loyalty and identifies a number of antecedents to service loyalty from both direct and indirect ways based on the review and critique of correlative research contributed by western scholars in the field of service marketing. Furthermore it advance the concept of customer perceived value to explain the antecedents to service loyalty. Secondly, it analyses how the consequence of customer loyalty can bring benefit to the company. Thirdly, introduce the macro-circumstance of the education industry and the situation of S education center, analyses of the problems and the reason in customer loyalty management exists in S Education Center. In the end, it summits a series of tactics about customer loyalty for S Education Center is proposed, which consists of four contents, namely: locating market and detailing customer correctly, setting up the mode of the service quality management, providing the total and specialized education service and building the staffs loyalty for improving the customer satisfaction and loyalty and sustained growth of S Education Central.