| Abstract [eng] |
The master's thesis analyzes the critical factors of loyalty of clients (parents) of non-state educational institutions. The relevance of the study is based on the fact that customer loyalty is extremely important for non-educational institutions that compete with each other and with state educational institutions. The purpose of the work is to identify critical factors for the loyalty of customers of non-state educational institutions. The novelty of the study is defined by the fact that the critical factors of customer loyalty of Lithuanian non-state educational institutions have so far been poorly studied. Unlike in other educational institutions, in these institutions, customer satisfaction is determined not only by objective criteria for the quality of service, but also by emotional connections and personal experiences. Analyzing the scientific literature, it was found. That the main factors of loyalty include the quality of service, customer orientation, maintaining relationships, the reputation of the institution, the perceived value for money, and the value proposition. These factors have a direct impact on customer satisfaction, trust and emotional attachment, which are essential elements for the formation of loyalty. Also, in the scientific literature it is emphasized that loyalty factors are interrelated, their functioning largely depends on the ability of institutions to meet customer expectations. A qualitative study was carried out, a semi-structured interview method with parents was chosen. The purpose of the study is to identify critical factors of parental loyalty and adjust them in order of importance. This study aims to find out the customer experience of loyalty to non-state educational institutions. Analysis of the data obtained revealed that parental loyalty is formed by four critical factors: quality of service, customer orientation, relationship maintenance and perceived price. Parents indicated that the quality of services is the most important for them, and they identify it as the professionalism of educators, individual attention to children. Customer orientation has also been identified as extremely important. Another important factor is the perceived price. It is important for parents that the services provided by a non-state educational institution correspond to the ratio of quality and price. When the price is reasonable, customers see what they receive for the money they pay, they wish to remain loyal to the educational institution. The results of the study showed that parents most often associate loyalty with emotional and practical satisfaction with the services provided by the school, and financial and material criteria are somewhat less important. Less often, the factors cited by customers (parents), such as the reputation of the institution, positive feedback or physical environment and engagement, are important, but they are not considered critical. In the course of the qualitative research, critical factors for the loyalty of customers of non-state educational institutions were identified and adjusted in order of importance. As a result of the ranking, four of the most important for customers, critical factors for loyalty were distinguished: the quality of service, customer orientation, relationship maintenance and perceived price. Based on the results of the study, recommendations were made to non-state educational institutions in order to maintain and increase the loyalty of their customers. The implementation of these recommendations will help non-state educational institutions not only to maintain loyal customers, but also to attract new families. Since the study showed that parents base their loyalty to non-state educational institutions primarily on the quality of services and customer orientation, in this way these institutions must pay attention to these critical factors and this will ensure long-term success in the competitive market of educational services. |
