THE EFFECT OF MARKETING STRATEGY AND CUSTOMER RELATIONSHIP MANAGEMENT ON CUSTOMER SATISFACTION USING THE SERVICES FROM QINGDAO HENGXING EDUCATION GROUP
DOI:
https://doi.org/10.60101/gbafr.2025.283967Keywords:
Marketing strategies, Customer relationship management, Customer satisfaction, Educational services, Private educationAbstract
Purpose – This study examines the effects of marketing strategies and customer relationship management on customer satisfaction among users of Qingdao Hengxing Education Group services in China, aiming to identify which specific dimensions of marketing mix and CRM practices most significantly influence satisfaction outcomes in private educational service contexts.
Methodology – A quantitative research design was employed using a structured questionnaire distributed to 400 customers through convenience sampling. The instrument measured marketing strategies (price, place, product, promotion), customer relationship management (customer retention, customer tracking, useful recommendations, customer feedback, customer relationship building), and customer satisfaction using 5-point Likert scales. Data were analyzed using descriptive statistics, independent samples t-tests, one-way ANOVA, and multiple regression analysis.
Results – Marketing strategies significantly influenced customer satisfaction, with promotion emerging as the most influential dimension, followed by product and price, while place showed non-significant effects. Customer relationship management also significantly affected satisfaction, with customer relationship building demonstrating the strongest impact, followed by customer retention and useful recommendations, whereas customer tracking and customer feedback exhibited non-significant influences. The models explained 53.5% and 60.3% of satisfaction variance respectively.
Implications – Educational institutions should prioritize promotional activities and relationship-building initiatives to enhance customer satisfaction. Management should strategically allocate resources toward effective communication strategies, trust development, and retention programs rather than distributing efforts equally across all marketing and CRM dimensions.
Originality/Value – This research contributes empirical evidence on the differential importance of marketing mix and CRM dimensions in private educational services within the Chinese context, providing actionable insights for educational service providers seeking competitive advantage through strategic customer satisfaction enhancement.
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