MARKETING RESEARCH ON CUSTOMER EXPERIENCE IN ADDITIONAL EDUCATION SERVICES MARKET: METHODOLOGICAL APPROACH AND RESEARCH RESULTS

The article proposes a methodological approach to studying the customer experience in the additional education services market of the Kaliningrad region, and provides brief results of the conducted research. The authors have developed and proposed a methodology for assessing the customer experience for a company operating in the additional education services market, which includes a description of the research stages, the selection of indicators for assessing the customer-company relationship system, as well as customer satisfaction and loyalty. The article substantiates the direction, object, and subject, as well as the purpose and objectives, technological characteristics, and practical significance of the marketing research of the customer experience in the additional education services market. It is emphasized that in order to effectively solve marketing problems in conditions of turbulence, high competition and dynamism of the external environment, as well as insignificant barriers to entry into the market of new players, a comprehensive, systematic approach to the study of customer experience is required. Based on the proposed methodology, the authors conducted an analysis of consumer experience in the market of additional educational services in the Kaliningrad region, which included field and desk-based marketing research. The main results are presented, and the authors identify the features of consumer behavior, create a customer journey, assess customer loyalty and satisfaction, and reveal positive and negative aspects in the company’s customer relationship system. The authors’ proposed methodology for assessing customer experience is of practical significance, as it can be used by organizations operating in the additional education services market to develop their own approach to studying the company’s customer relationship system and form a marketing policy for managing customer experience based on this approach.

customer experience, customer experience assessment methodology, customer loyalty, customer satisfaction, factors affecting satisfaction, marketing research, purchase decision model, additional education services, education services market, customer journey, purchase decision criteria, customer profile

Shcherbinina L. Yu., Sunchaleeva Y. R., Gusakov A. M. Marketing research on customer experience in additional education services market: methodological approach and research results. Biznes. Obrazovanie. Pravo = Business. Education. Law. 2026;2(75):147—152. DOI: 10.25683/VOLBI.2026.75.1631.