Factors Influencing Customer Retention in Music Training Institutions
Author Information
Author(s): Long Li, Lijia Liu
Primary Institution: College of Education Science, Yulin Normal University, Yulin City, Guangxi, China
Hypothesis
What drives repurchase retention in music training institutions?
Conclusion
Enhancing customer satisfaction is crucial for promoting repurchase intention in music training institutions.
Supporting Evidence
- Customer satisfaction positively correlates with repurchase intention.
- Perceived value impacts both customer satisfaction and repurchase intention.
- Service quality and brand image significantly influence customer satisfaction.
Takeaway
This study found that happy customers are more likely to come back for more music lessons, especially if they feel they are getting good value for their money.
Methodology
A questionnaire survey was conducted to explore factors influencing customer retention.
Limitations
The study is limited by its regional focus and sample size.
Participant Demographics
Participants included music training customers, primarily under 18 years old.
Statistical Information
P-Value
<0.001
Statistical Significance
p<0.05
Digital Object Identifier (DOI)
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