摘 要
近年来，考研人数逐年上升，考研市场需求旺盛，考研机构越来愈多，考研行业发
展火爆。随着北京交通大学海滨学院和河北农业大学渤海校区落户沧州地区，使得沧州
地区大学生教育培训有新的市场潜力。与此同时各家教育培训机构也纷纷落户沧州，教
育机构之间的竞争日益白热化。对于 HT 来说，要想在竞争中立于不败之地，就要了解
并满足顾客的需求，提高顾客的满意度，因此进行这次研究。

本次研究以深入了解 HT 沧州分公司发展情况为基础和前提，通过查阅文献确定影
响顾客满意度的因素，进而构建出顾客满意度测评指标体系，以此设计相应问卷展开实
地调查研究，确保了调查过程中数据的真实性和准确性。因此，本文提出的 HT 提升顾
客满意度的思路对企业具有一定的应用价值。

通过对顾客满意度问卷调查结果的统计整理和处理分析，得出了顾客对 HT 总体满
意程度，并分别对客户预期、课程相关要素、教学管理、服务质量、服务延伸及补救进
行了总结。最后提出提高 HT 顾客满意的措施：一是塑造良好企业形象；二是课程相关
要素；三是加强教学管理；四是注重员工培训管理；五是完善服务承诺制度。

关键词 HT 沧州分公司 顾客满意度 策略提升

Abstract
In recent years, the number of graduate students is increasing year by year, the market
demand of taking part in the entrance exams for postgraduate schools is strong, postgraduate
institutions emerge in large numbers and postgraduate industry is developing popularly.With
Beijing Jiaotong University Haibin collage and Bohai campus of Agricultural University of
Hebei located in Cangzhou area, the college education training in Cangzhou has the new
market potential.At the same time, the education and training institutions also have settled in
Cangzhou with intense competition. To remain invincible in the competition,Haitian
education group must understand and satisfy the needs of customers to improve customer
satisfaction.
The study uses in-depth understanding of Cangzhou HT development as the basis and
premise, determines the impact of customer satisfaction factors by consulting the
literature,constructs the evaluation index system of customer satisfaction,and designs the
questionnaire to investigate, to ensure that the data in the process of investigation on the
authenticity and accuracy.So, this paper will be helpful to enterprises to ehance customer
satisfaction .
Through the statistics of the customer satisfaction survey results of the collation and
analysis, the customer on the overall degree of satisfaction,and the customer expectations,
related factors, teaching management, quality of service, service extension and recovery are
summarized. The last increase Haitian customer satisfaction measures are put forward:The
first is to build good corporate image; in the second, the related elements of curriculum is
important; third is to strengthen the teaching management; one more is to focus on the
management of staff training; and last is to improve the service commitment system.
Keywords HT Cangzhou Company;Customer satisfaction; Promotion strategy