基于SEM的国际教育公司满意度实证分析研究——以Y公司为例

Analysis of Satisfaction in an International Education Company Based on the Structural Equation Model—A Case Study of Company Y

摘要: 本研究以Y国际教育培训公司为对象，基于CCSI模型构建客户满意度测评体系，通过问卷调查收集数据并运用结构方程(SEM)模型进行实证分析。采用SPSS 25.0和Amos软件对影响因素进行分析，继而针对分析结果提出提升策略。研究发现，感知质量、品牌形象、预期质量和感知价值正向影响客户满意度，其中感知质量影响最大。据此提出塑造品牌形象、提升业务水平等策略，为国际教育培训机构提升客户满意度提供参考。

Abstract: This study takes Company Y, an international education and training company, as the research object. Based on the CCSI model, a customer satisfaction evaluation system is constructed. Data is collected through questionnaires, and the structural equation model is used for empirical analysis. The influencing factors are analyzed using SPSS 25.0 and Amos software, and then strategies for improvement are proposed based on the analysis results. The research finds that perceived quality, brand image, expected quality, and perceived value have a positive impact on customer satisfaction, with perceived quality having the greatest influence. Accordingly, strategies such as shaping the brand image and improving business levels are proposed, providing a reference for international education and training institutions to enhance customer satisfaction.