| As a world class country with a large population,China has a large number of groups in need of education,which makes it difficult for the already limited educational resources to be fairly distributed.In 2015,Premier Li Keqiang put forward the "Internet plus" action plan,which promotes closer connection between the Internet and education.As the user scale of K12 online English education industry continues to expand,a large number of new entrants are flooding into this industry.How to improve consumer loyalty and how to maintain the company's original market share has become the top priority.There are two innovations in this research.First,the research industry is relatively new.Select K12 online English education industry with little research at present;Second,choose trust as the research perspective,and conduct research and analysis based on the differences between enterprises.This research establishes the trust-loyalty structural equation from the perspective of trust to study the trust influencing factors of customer loyalty.The previous literatures are all about the research of "satisfactionloyalty".The "satisfaction-loyalty" is more about the loyalty to the commodity than the loyalty to the enterprise.And "trust-loyalty" is the loyalty of the heart and emotions,is the loyalty of consumers to employees and enterprises,this kind of loyalty is often not easy to transfer.This study is mainly divided into four parts.The first part is a review and summary of the previous literature.Four trust dimensions of cognitive trust,institutional trust,perceptual trust and emotional trust are selected through the summary.The second part is the hypothesis stage.By sorting out the existing relevant literature and assuming the relationship between cognition,system,perception,emotional trust,customer trust and customer loyalty,a "trust-loyalty" structural model suitable for K12 online English education industry was constructed.The third part is the empirical analysis.Based on the obtained data,the influencing factors of trust affecting customer loyalty in K12 online English education industry were found out,and then analyze and summarize the differences between enterprises.The fourth part is the proposal,conclusion and prospect.Suggestions on strengthening customer loyalty are put forward,and the whole research process is reviewed.The conclusion of this study is divided into two parts: hypothesis analysis and difference analysis between enterprises.The first part,the research hypothesis analysis conclusion.In this article,through structural equation series,found influence K12 online English education four trust dimension of enterprise customer loyalty,and sums up the influence K12 online English education enterprise customer loyalty of two paths:(1)through the company trust to affect the path of customer loyalty,cognitive trust + sense of trust + institution trust + emotional trust ? customer trust to company ? customer loyalty to the company.(2)through the employee trust to affect the path of customer loyalty,cognitive trust + institutional trust + emotional trust ? customer trust to employees ? customer loyalty.Through the analysis of the path coefficient,it is found that the influence of path one is much greater than path two.Therefore,this research still believes that perceived trust is an important factor of customer loyalty,which,together with cognition,system and emotional trust,has a significant effect on customer loyalty.The second part is the conclusion of the analysis of differences between enterprises.(1)For cognitive trust,companies should strengthen brand building and deepen customers 'understanding of courses and customers' understanding of enterprises.(2)In view of system trust,enterprises should provide consumers with certain assistance and guarantee while improving and disclosing their own systems.(3)For perceived trust,companies should improve the professional qualities of service providers,optimize teacher allocation,tailor curriculum teachers to meet the needs of different students,and highlight the characteristics of corporate courses.At the same time,it is necessary to carry out detailed management of customer expectations,so that customers have appropriate expectations.(4)In response to emotional trust,companies should increase the participation of parents of students in the entire service process and increase the stickiness between parents and the company.In response to the conclusions drawn by this research,this article puts forward corresponding application suggestions from four dimensions of trust:(1)For the trust of cognitive dimensions,companies should strengthen brand building and deepen cooperation channels to deepen consumer recognition of corporate image know.At the same time,offline experience stores and activities were added to increase customers' understanding of the course.(2)In view of the trust in the system dimension,enterprises should put an end to the "two skins" phenomenon of publicity and reality,and increase the legal consulting and assistance sectors to establish a good consumer protection barrier in the minds of customers.(3)In view of the trust in the perception dimension,the enterprise should optimize the performance system and enhance the professionalism of the service providers.At the same time,optimize pricing strategies,launch value-added services,and reduce the sensitivity of customers to fair perception of course prices.Enterprises also need to strengthen system stability,enhance network security,and add information matching modules to make information more effective.In terms of curriculum setting and teacher staffing,enterprises should optimize the curriculum structure,increase supervision mode,add diversified learning modules,increase learning experience,track student needs,increase curriculum configuration,increase the professionalism of teacher teams,and improve student learning efficiency.Enterprises should also carry out detailed management of customer expectations,so that customer expectations conform to product characteristics.(4)In view of the trust in the emotional dimension,this article recommends that companies establish parent clubs and build a multi-dimensional membership system and recommendation system to increase the participation of parents of students in the entire learning process. |
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