Regulatory Effect Of Education On Customer Perceived Service Quality And Customer Commitments

With Financial reform and opening going on, selling financial products is becoming harder and harder. In the increasingly competitive domestic market, whether state-owned or non state-owned, which are converted to the final competition for optimization and innovation services. But both innovative banking products, innovations or channels can easily be imitated, it is difficult to form their core competitiveness. For service industry,the most difficult to imitate is service process that provide to the customer, and that’s where customer commitment come from.Research on the customer service has been a long time, and accumulated a wealth of experience, especially the definition and meaning on customer commitments. Commitment was divided into calculating commitment, emotional commitment and normative commitment by the majority of scholars. However, few scholars studied the customer’s commitment from the perspective of education, However customer education has been used as a marketing plot in a wide range of areas, but research on the effect of customer education on customer commitment has rarely been done.In this paper, with reference to foreign numerous findings on customer education, particularly the effect of customer education research about banks and other financial institutions, and domestic research on customers education、 customer training-related content, I initially proposed research framework and main focus on the effect of perceived service quality to customer commitment,besides,the moderation effects of customer education, and regulation of sex. Through questionnaires to collect data, and use SPSS, AMOS software to do CFA/EFA.Perceived service quality, both technical and functional service quality have a positive impact on customer commitments; But customer education have different effects on the effects of technical service quality and functional service quality to customer commitment;Customer education positively affect the influence of functional service quality to the customer commitment while the reverse technical service quality to customer commitment; At the same time there are gender differences in the role of the two paths of action also.