Navigating success

Human resource management and customer service in Chinese K12 shadow education companies

Bibliographic Data

ID22205125
AuthorsTingting Sun (0009-0003-7566-4629, Maastricht School of Management), Patrick Martens (0000-0001-8067-6390, Maastricht School of Management), Patrick D Martens, Tao Liu (0000-0001-5480-2568, Technical University of Denmark, corresponding author)
Year2024
Volume10
Pages101032
Publication date2024-01-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueSocial Sciences & Humanities Open (JOURNAL)
Journal identifiersISSN: 2590-2911 • E-ISSN: 2590-2911
PublisherElsevier BV (PUBLISHER)
DOI10.1016/j.ssaho.2024.101032
OpenAlexW4400646799
LanguageEN
Citations received2
References cited37

K12 private tutoring (shadow education) supplementing mainstream education is popular in China. K12 shadow education companies aiming to succeed in both private business and public school competitions need to figure out what factors affect their success. Most studies about Chinese K12 shadow education focused on the development and status from the perspective of education and society. This paper uses quantitative and qualitative methods to collect and analyze data from questionnaires and in-depth interviews. The data from in-depth interviews support and supplement the data from questionnaires. From the management viewpoint, this paper provides a new model for K12 shadow education companies. It comes up with the idea that human resource management and customer service are the critical factors for 12 shadow education companies to succeed. This study provides meaningful references for the more rational development of K12 education companies in an ever-changing social environment

Business · China · Economics · Human resources · Knowledge management · Mainstream · Management · Political science · Public relations · Computer Science · Global Educational Reforms and Inequalities · Psychology · Marketing