ISSN 2756-3677
nternational Journal of Banking, Economics and Finance ISSN: 8201-4728 Vol. 4 (3), pp. 001-009, March, 2020. © International Scholars Journals
Full Length Research Paper
How does CRM create better customer outcomes for small educational institutions?
Mei-Ling Wang1* and Fei-Fan Yang2
1Department of Business Administration, Tamkang University, Taiwan.
2Graduate School of Tourism, Ming Chuan University, Taiwan.
Accepted 16 October, 2019
Abstract
This study investigates the role of Customer Relationship Management (CRM) in the effective management of parent satisfaction and loyalty in small or medium-sized educational institutions. We developed and tested a two-level model in which the implementation of CRM was related to parent satisfaction and loyalty. A total of 600 parents involving 60 children’s English cram schools in Taiwan were analyzed using Hierarchical Linear Modeling (HLM), with results that partially supported the proposed model. More specifically, knowledge management was positively related to parent satisfaction and parent loyalty while key customer focus had no significant relationships with parent satisfaction and parent loyalty. In addition, parent satisfaction was associated with parent loyalty. Both theoretical and practical implications are discussed.
Key words: Customer relationship management, parent satisfaction, parent loyalty, cram school.