How to improve customer participation through customer Education: From the perspective of customer readiness

Customer education refers to the extent to which company provides the instructional activity about product knowledge and skills. The research method adopted by prior literature is mostly theoretical or conceptual, relevant empirical research is scare, hampering the development of theory and practical application. Taking fund product as an example, and based on the perspective of customer readiness, through the survey in fund Management Corporation, this paper discusses the influence of customer education on customer participation, and the moderating effect. Armed with regression and mediation analysis method, the research result indicates customer education will positively impact customer participation, and thus confirming the positive effect of customer education. Further, this paper deeply researches the mediating variable between customer education and customer participation: customer readiness. Moreover, this research finds education method with high communication effectiveness will enhance the positive effect of customer education.