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AbstractMore than 200 online schools are designed for students since 2012 when online courses become popular.There are many famous online courses like koolearn, MOOC, hjclass, 51talk etc. Students choose to attend these courses because they can not only get help for their tests but also improve their skills with the help of these online courses. With more online schools and more customers appearing and the gap between customer satisfaction and the consumption feelings becoming big, online schools start to focus on the factors influencing the customer loyalty. The previous studies focused little on the marketing strategies, let alone the customer loyalty. This study focuses on the customer loyalty to online courses through an investigation among the students in Jiangsu Normal University. According to the result of the questionnaire, the research discusses the behaviors and feedback of users and factors which influence the customer loyalty on the basis of the components of students considering choosing the online courses.The results reveal: 1. The attendance of online courses is not high among college students and most students in JSNU choose to attend those courses can improve their immediate goals. 2. The factors affecting customer loyalty are: the quality of the courses, the teachers, students’ satisfaction and cognition of their progress. 3. Both inpidual factors and external factors from online school influence customer loyalty.27958
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Key words: online course customer loyalty college students
摘 要目前，“网校”的数量已超过200多所，其中一些知名网课如MOOC等深受欢迎。学生通过购买网络课程，不仅可以提高学习应试能力，也能学习并培养一些专项技能。随着网校的日益增多，消费者面对种类繁多的选择时，顾客收获的满意度与消费付出的一些不平衡影响了顾客的忠诚度。现有的研究中，在网课的开发和发展现状等方面有充足的理论基础，但是缺乏有关网课营销策略的研究。本研究基于网课的使用现状为基础，调查了江苏师范大学的学生，对他们在选择网课时和消费中表现的顾客忠诚度进行了问卷调查。总结问卷调查结果，讨论消费者在网课中的表现和其反馈结果，结合学生选择网课的考虑因素，进一步讨论学生网课消费中顾客忠诚的影响因素。
通过研究得出以下结论：1.大学生对于网课参与度并不高，江苏师范大学的大多数学生选择参加网课是为了在考试中提高成绩，他们会选择如辅导英语四优尔级网课等。2.学生在网课消费中忠诚度的影响因素有：优秀的课程和教师，成绩和技能的提高。3.影响学生再购买的因素有学生个人因素和网校外部因素。
毕业论文关键词：网课 顾客忠诚度 大学生
Contents
Abstract i
摘 要 ii
Contents iii
Lists of Figures and Tables v
Chapter One Introduction 6
1.1 Purpose of the Research 6
1.2 Current Status of the Research 6
1.3 Structure of This Paper 7
Chapter Two Literature Review 9
2.1 Definition of Customer Loyalty 9
2.2 Status of Online Courses 9
2.3 Factors Influencing the Rate of Attendance 10
2.4 Factors influencing Customer Loyalty in Common Business 10
Chapter Three Methodology 12
3.1 Main Research Questions of the Survey 12
3.2 Design of the Questionnaire 12
3.3 Process of the Questionnaires Distributed in Users 13
Chapter Four Results and Discussion 15