随着教育观念的更新，家长们出于各种目的，逐渐对孩子们的艺术素质培养产生了浓厚的兴趣和强烈的学习需求，巨大的市场需求催生了各种民办的盈利性少儿音乐培训机构的出现，并逐步发展成为颇具吸引力的行业。但是，伴随着行业竞争不断加剧，各个培训机构之间相互模仿、抄袭的现象屡见不鲜，市场同质化趋势日趋严重，导致了大部分培训机构顾客忠诚度下滑，学员流失率较高，最终导致了企业盈利下降。如何提高顾客忠诚度成为了行业内关注的焦点。 学术界普遍认为顾客感知价值对顾客忠诚有正向影响作用。本研究在国内外学者关于顾客感知价值对顾客忠诚度的影响研究结论基础之上，以北京地区民办少儿音乐培训行业为研究对象，从发掘并分析行业内顾客感知价值、顾客忠诚因素入手，建立起了“少儿音乐培训行业基于顾客感知价值的顾客忠诚驱动模型”，并通过实证研究加以验证，分析并找到了影响该行业顾客忠诚的关键顾客感知价值因素，并以此为依据就少儿音乐培训机构如何提升各维度顾客忠诚向企业提出了相应的决策建议。 本研究具体研究结论如下：1、少儿音乐培训行业顾客环境感知价值、课程感知价值、价格感知价值和情感感知价值四个维度对顾客的认知性忠诚有正向驱动作用；2、顾客情感感知价值、环境感知价值和社会感知价值三个维度对顾客的情感性忠诚有正向驱动作用；3、顾客教师感知价值、课程感知价值、社会感知价值和情感感知价值四个维度对顾客的意向性忠诚和行为性忠诚有正向驱动作用；4、对于不同年龄段、不同学历水平、不同家庭收入以及不同培训动机的顾客来说，他们所关注的感知价值和表现出的顾客忠诚水平是有差别的。

With the renewal of educational idea, parents for a variety of purposes, gradually to cultivate children's artistic quality produced strong interest and strong learning demand, the huge market demand has spawned various private for-profit music training institutions, and become an attractive industry. However, with industry competition intensifies, It is often seen. imitate each other, between the various training institutions plagiarism phenomenon, the market homogenization trend is becoming more and more serious, leading to a decline in most of the training mechanism of customer loyalty, participants high turnover rate, eventually led to the decline in corporate profits. How to improve the customer loyalty has become the focus of concern within the industry. The academic circles generally think of customer perceived value on customer loyalty has positive effect. Based on previous research results about the effect of customer perceived value on customer loyalty in the Beijing area, private music training industry as the research object, starting from the discovery and analysis of industry customer perceived value, customer loyalty, establish a "children's music training industry customer loyalty based on customer perceived value driving model", and verified by empirical research, analysis and found a key influence customer perceptions of the value of customer loyalty factors, and on this basis it music training institutions how to enhance the various dimensions of customer loyalty and puts forward the corresponding policy suggestions to the enterprises. The conclusions of the study are as follows: 1. music training industry customer environment perceived value, perceived value, perceived price curriculum value and emotional perceived value four dimensions have positive effect on customer driven; 2. affective loyalty three dimensions of customer perceived value, emotional, social environment of perceived value and perceived value on customer a positive driving role; 3. intentionality loyalty and behavioral loyalty, customer perceived value of teachers, curriculum value, perceived value and perceived social emotional perceived value dimensions of the four customers have positive driving role; 4. for different age, different education levels, different income and different training motivation of customers, their focus on perceived value and show the customer loyalty level is different.