关系营销范式下客户份额增加行为研究

发布时间：2018-03-06 07:02

本文选题：客户份额增加　切入点：回报计划　出处：《商业经济与管理》2010年02期 　论文类型：期刊论文

【摘要】：关系营销范式日益得到理论界和实业界的认可,同时客户回报计划也已成为一种重要的关系营销手段,然而却没有太多研究着眼于在回报计划实施情形下客户是如何加深与企业关系的。文章将通过建立一个从客户观点出发的过程模型来研究在竞争环境下客户做出增加其客户份额决策时是如何将客户转移成本、服务体验及客户对回报计划的感知价值等因素考虑进决策过程的。结果显示客户份额增加是以客户转移成本为基础,并受到客户所经历的服务体验的调整,且在竞争环境下这种调整相对复杂,同时验证了回报计划对客户份额的增加有积极作用,是企业建立长期客户关系的有效手段。最后讨论了研究结论对企业营销实践的启示。
[Abstract]:Relationship marketing paradigm has been increasingly recognized by the theoretical and industrial circles, and customer return planning has become an important means of relationship marketing. However, there is not much research focused on how customers deepen their relationship with the firm in the context of the implementation of the return plan. This paper will study customer behavior in a competitive environment by building a process model from a customer's point of view. The decision to increase their customer share is to shift the cost of the customer, The results show that the increase in customer share is based on the customer transfer cost and is adjusted by the service experience experienced by the customer. In the competitive environment, this adjustment is relatively complex, at the same time, it verifies that the return plan has a positive effect on the increase of customer share, and is an effective means for enterprises to establish long-term customer relationship. Finally, the paper discusses the enlightenment of the research conclusions to the enterprise marketing practice.
【作者单位】：清华大学经济管理学院;西安工业大学经济管理学院;
【基金】：国家自然科学基金(70872087) 教育部人文社科研究青年基金(09YJC630136)
【分类号】：F274

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