| Summary: | 碩士 === 元智大學 === 資訊社會學碩士學位學程 === 100 === This thesis discusses the relationship marketing practices of cram schools for college entrance exams, as well as the correlation between the sales performance of cram schools and their relationship marketing practices. It tries to analyze that correlation from the angle of corporate image and the relationship marketing, including the quality and intensity of the relationships in question.
The findings of the research of this thesis that included interviews, case study and review and analysis of available literature can be summarized as follow:
1. The quality of relationships has a positive correlation to the corporate image of the cram school. Those cram schools with a good corporate image have a better chance of winning the trust and favorable opinion of customers. Likewise, cram schools with excellent relationships would have a better corporate image that customers would approve.
2. The intensity of relationships are crucial to the corporal image of cram schools. Where relationships are close due to frequent contacts among cram schools faculty and staff and students and their parents, deeper trust can be observed. The more customer-oriented cram schools often are those which have better relationships with their customers.
3. Satisfaction, trust and commitment are the three dimensions that affect the intensity of relationships and they are correlated. When customers are more satisfied with the service provided by their cram school, they would be more likely to commit to the staff of the school and therefore have a deeper trust on the cram school. One thing leads to another and relationships between them becomes stronger and stronger.
4. The quality and intensity of relationships and the corporate image of the cram school has a direct effect on whether customers would patronize them or not.
The findings of this study are provided to cram schools and educational institutions for their reference.
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