職業認證培訓中客戶推薦意願的影響機制研究 – 以清暉項目管理PMP培訓為例
Research on the Influence Mechanism of Customer Recommendation Intention in Vocational Certification Training: A Case Study of Changeway PMP Training
Student thesis: Doctoral Thesis
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Award date | 16 Jan 2024 |
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Permanent Link | https://scholars.cityu.edu.hk/en/theses/theses(c65e932b-2b83-4b86-8e56-060449a456d5).html |
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Abstract
21世紀初20年,中國經濟結構向高質量發展轉型,服務業獲得了更廣闊的發展空間。以職業資格認證培訓、企業管理培訓等為主的職業教育培訓行業蓬勃發展,諸如項目管理、人力資源管理、企業定制化內部培訓等服務項目越來越受關注,並給行業發展帶來廣闊的發展機遇。服務產品同質化,運營模式趨同化,營銷成本不斷攀升,行業競爭越來越激烈。因此,獲取新客戶也成為各培訓機構的重點工作,而老客戶推薦則成為相對的“捷徑”。營銷領域對產品定價、媒體營銷、客戶關係維護方面的研究已經非常充分,而客戶從開始享受服務,到產生推薦意願,再到最終產生推薦行為,這個過程的運行機制並不十分清晰。本研究以清暉項目管理的PMP培訓為例,著重開展職業認證培訓中客戶推薦意願的影響機制研究。
以社會交換理論和動因理論為理論基礎,本研究圍繞引數 PMP 教學服務標準化、因變數客戶推薦意願、仲介變數客戶內部人身份感知和客戶滿意度、變數組織獎勵調節等5個變數因素,在現有研究基礎上設計研究模型。通過驗證性因數分析和共同方法偏差檢驗,本文研究的關鍵變數驗證了本研究數據的共同方法偏差,在可接受的範圍內具有良好的區分作用。通過設計問卷,發佈研究進行樣本數據的採集,然後對有效數據進行相關性分析,最後通過層次回歸分析檢驗研究假設,從而檢測出影響客戶推薦意願的變數因素之間的關係。
結果發現客戶的內部人身份感知對不同形式的推薦行為呈現出不同的效果,但客戶滿意度會同時作用於線上和線下的推薦行為。外部動機,即組織激勵因素會增加客戶的推薦意願,教學標準化服務導致的客戶滿意度和客戶感知的內部人身份也會在一定程度上增加客戶的推薦意願,但組織激勵會削弱教學標準化服務與推薦意願之間的關係,同時也會削弱客戶內部人身份感知對推薦意願所產生的作用,因此,外部組織激勵因素會在一定程度上提高客戶的推薦意願,在一定程度上會提高組織激勵因素,即內部動機的作用會在客戶提出推薦意願的過程中被外部動機削弱。這是本研究在動因理論中的一大創新點。
該研究成果驗證了職業認證培訓中,影響客戶推薦意願的變數因素之間的關係,支持了口碑營銷在職業認證培訓中的重要性,教學服務標準化通過客戶滿意度和客戶的內部人身份感知,作用於客戶線上和線下的推薦意願和行為。客戶感知到的外部組織獎勵對客戶的推薦意願起著積極作用,但對企業的口碑營銷有現實指導意義的是,存在其他若干因素調節和影響了客戶的線上推薦意願和行為。
以社會交換理論和動因理論為理論基礎,本研究圍繞引數 PMP 教學服務標準化、因變數客戶推薦意願、仲介變數客戶內部人身份感知和客戶滿意度、變數組織獎勵調節等5個變數因素,在現有研究基礎上設計研究模型。通過驗證性因數分析和共同方法偏差檢驗,本文研究的關鍵變數驗證了本研究數據的共同方法偏差,在可接受的範圍內具有良好的區分作用。通過設計問卷,發佈研究進行樣本數據的採集,然後對有效數據進行相關性分析,最後通過層次回歸分析檢驗研究假設,從而檢測出影響客戶推薦意願的變數因素之間的關係。
結果發現客戶的內部人身份感知對不同形式的推薦行為呈現出不同的效果,但客戶滿意度會同時作用於線上和線下的推薦行為。外部動機,即組織激勵因素會增加客戶的推薦意願,教學標準化服務導致的客戶滿意度和客戶感知的內部人身份也會在一定程度上增加客戶的推薦意願,但組織激勵會削弱教學標準化服務與推薦意願之間的關係,同時也會削弱客戶內部人身份感知對推薦意願所產生的作用,因此,外部組織激勵因素會在一定程度上提高客戶的推薦意願,在一定程度上會提高組織激勵因素,即內部動機的作用會在客戶提出推薦意願的過程中被外部動機削弱。這是本研究在動因理論中的一大創新點。
該研究成果驗證了職業認證培訓中,影響客戶推薦意願的變數因素之間的關係,支持了口碑營銷在職業認證培訓中的重要性,教學服務標準化通過客戶滿意度和客戶的內部人身份感知,作用於客戶線上和線下的推薦意願和行為。客戶感知到的外部組織獎勵對客戶的推薦意願起著積極作用,但對企業的口碑營銷有現實指導意義的是,存在其他若干因素調節和影響了客戶的線上推薦意願和行為。
In the first two decades of the 21st century, China's economic structure has transitioned towards high-quality development, allowing the service sector to gain more expansive room for growth. The vocational education and training industry, focusing on vocational qualification certification training and corporate management training, is thriving. Services such as project management, human resource management, and customized internal training for enterprises are attracting increasing attention, bringing vast development opportunities to the industry. With the homogenization of service products, the convergence of operational models,and the continuous rise in marketing costs, industry competition is becoming increasingly intense. Therefore, acquiring new clients has become a key focus for all training institutions, while recommendations from existing clients have become a relatively "shortcut." While research in the marketing field has been extensive in areas such as product pricing, media marketing, and customer relationship maintenance, the operational mechanism of the process from initial service enjoyment, to willingness to recommend, and ultimately to actual recommendation behavior is not entirely clear. Taking the PMP training of Changeway Project Management as an example, this study focuses on the research of the influencing mechanism of customer recommendation willingness in vocational certification training.
Based on the Social Exchange Theory and Motivation Theory, this study revolves around five variable factors: independent variable PMP teaching service standardization, dependent variable customer recommendation intention, mediating variables customer internal identity perception and customer satisfaction, and moderating variable organizational reward regulation. A research model is designed on the basis of existing studies. Through confirmatory factor analysis and common method bias test, it verifies that the key variables studied in this article have good discriminant validity, and the common method bias in the data of this study is within an acceptable range. By designing questionnaires, conducting surveys to collect sample data, and then analyzing the relevance of valid data, the study uses hierarchical regression analysis to test the research hypotheses, in order to examine the relationships among the variables influencing customer recommendation intention.
The results show that customers' internal self-perception has different effects on different forms of recommendation behaviors, but customer satisfaction simultaneously affects online and offline recommendation behaviors. External motivation, namely organizational incentives, can increase customer's willingness to recommend. The customer satisfaction resulting from standardized teaching services and the perceived internal identity of the customer can also increase the customer's willingness to recommend to a certain extent. However, organizational incentives weaken the relationship between standardized teaching services and willingness to recommend, and also weaken the effect of customer's perceived internal identity on the willingness to recommend. Therefore, external organizational incentive factors can enhance the customer's willingness to recommend to a certain extent, and to some degree, will increase organizational incentive factors, i.e., the role of internal motivation will be weakened by external motivation in the process of customer's recommendation intention. This is a major innovation in this study based on motivation theory.
The research findings verify the relationships among the variable factors influencing customer willingness to recommend in vocational certification training, supporting the importance of word-of-mouth marketing in vocational certification training. Standardized teaching services influence customers' online and offline recommendation intentions and behaviors through customer satisfaction and customers' internal self-perception. The external organizational rewards perceived by customers play a positive role in their willingness to recommend. However, what is practically significant for corporate word-of-mouth marketing is that there are several other factors that moderate and influence customers' online recommendation intentions and behaviors.
Based on the Social Exchange Theory and Motivation Theory, this study revolves around five variable factors: independent variable PMP teaching service standardization, dependent variable customer recommendation intention, mediating variables customer internal identity perception and customer satisfaction, and moderating variable organizational reward regulation. A research model is designed on the basis of existing studies. Through confirmatory factor analysis and common method bias test, it verifies that the key variables studied in this article have good discriminant validity, and the common method bias in the data of this study is within an acceptable range. By designing questionnaires, conducting surveys to collect sample data, and then analyzing the relevance of valid data, the study uses hierarchical regression analysis to test the research hypotheses, in order to examine the relationships among the variables influencing customer recommendation intention.
The results show that customers' internal self-perception has different effects on different forms of recommendation behaviors, but customer satisfaction simultaneously affects online and offline recommendation behaviors. External motivation, namely organizational incentives, can increase customer's willingness to recommend. The customer satisfaction resulting from standardized teaching services and the perceived internal identity of the customer can also increase the customer's willingness to recommend to a certain extent. However, organizational incentives weaken the relationship between standardized teaching services and willingness to recommend, and also weaken the effect of customer's perceived internal identity on the willingness to recommend. Therefore, external organizational incentive factors can enhance the customer's willingness to recommend to a certain extent, and to some degree, will increase organizational incentive factors, i.e., the role of internal motivation will be weakened by external motivation in the process of customer's recommendation intention. This is a major innovation in this study based on motivation theory.
The research findings verify the relationships among the variable factors influencing customer willingness to recommend in vocational certification training, supporting the importance of word-of-mouth marketing in vocational certification training. Standardized teaching services influence customers' online and offline recommendation intentions and behaviors through customer satisfaction and customers' internal self-perception. The external organizational rewards perceived by customers play a positive role in their willingness to recommend. However, what is practically significant for corporate word-of-mouth marketing is that there are several other factors that moderate and influence customers' online recommendation intentions and behaviors.
- Standardized teaching services, Customer satisfaction, Perceived internal identity, Organizational rewards, Willingness to recommend / Word of mouth