社会互动营销对银行客户关系价值影响研究
发布时间：2018-11-02 17:20
【摘要】：与客户中心时代相适应,客户关系管理重要性日益凸现,它体现了价值导向的管理理念,是一种基于价值的管理模式,客户关系具有社会属性,社会互动是关系营销不可或缺的部分,信息技术的发展又为社会互动在营销中的应用提供了丰富的手段和工具,有必要研究新的营销策略和工具,通过社会互动,在为客户创造价值同时增加企业收益。学术界和实业界尝试将社会互动的理论方法与营销相结合,创新营销模式,充分挖掘与客户的关系价值,构建基于社会互动的客户关系管理理论体系。为实现上述目标,还有若干问题有待深入研究,包括企业如何在客户关系管理中管理、调节和传递社会互动,如何与产品特性和客户特征相结合,这是社会互动理论与客户关系管理的有机结合,也是有效地挖掘客户关系价值的要求。针对上述问题,本课题基于社会学和心理学的相关理论,结合客户关系管理的思想,以自然实验为主要研究方法,与某大型商业银行合作,尝试将社会互动的营销方法与经济利益刺激相结合,挖掘客户关系价值,具体内容包括:(1)基于互惠理论和前景理论设计新的银行客户回报计划,在经济驱动的基础上融入互惠机制。客户不是兑换积分,而是收到意外的礼物。进一步比较了在赠送礼物总价值相等的条件下,一次性赠送和分两次赠送的客户反应。结果发现接受礼物的客户对银行的忠诚显著高于对照组的客户,在长期的客户关系周期中也贡献更多价值,同时,分多次赠送比一次赠送效果更好。(2)基于解释水平理论设计新的促销方式,通过限制购买理财产品的时间,检验心理距离对消费者购买行为的影响。结果发现,在购买体验型理财产品时,感知时间距离对客户的购买决策有显著影响,能够显著影响客户在单笔购买中贡献的价值,对搜索型理财产品的购买决策影响不明显。(3)基于社会性互动理论设计促销方式,通过让客户间接地观察到其他消费者的购买行为,检验观察性学习对客户购买意愿的影响。结果显示,在购买体验型理财产品时,观察性学习对客户购买意愿的影响呈现不对称性。在购买搜索型理财产品时观察性学习并没有对客户购买行为产生显著影响。观察性学习能影响潜在的关系价值。(4)基于社会距离理论,分析在银行客户推荐奖励计划中,经济互动(银行激励客户推荐)与社会互动(客户之间的人际交互)如何相互作用,影响客户推荐的最终结果。结果显示,银行推荐奖励对推荐意愿的影响受到社会距离的调节,影响推荐者的推荐意愿和新客户接受推荐的可能性,提高客户推荐价值。本课题的研究成果有助于丰富客户关系管理理论和工具,拓展和深化社会互动和营销的融合,对企业建立基于社会互动的客户关系管理战略,充分挖掘客户关系价值,提高银行业营销的效率和效益有较强的指导意义。
[Abstract]:Adapting to the era of customer center, the importance of customer relationship management is becoming more and more prominent. It embodies the management idea of value orientation, is a management mode based on value, and customer relationship has social attribute. Social interaction is an indispensable part of relationship marketing, and the development of information technology has provided rich means and tools for the application of social interaction in marketing. It is necessary to study new marketing strategies and tools through social interaction. At the same time to create value for customers and increase corporate revenue. Academia and industry try to combine the theory and method of social interaction with marketing, innovate marketing mode, fully excavate the value of relationship with customers, and construct the theoretical system of customer relationship management based on social interaction. In order to achieve these goals, there are several problems to be studied, including how enterprises manage, regulate and transmit social interaction in CRM, and how to combine with product characteristics and customer characteristics. This is an organic combination of social interaction theory and customer relationship management, and it is also the requirement of effectively excavating the value of customer relationship. In view of the above problems, based on the relevant theories of sociology and psychology, combined with the idea of customer relationship management, this paper takes the natural experiment as the main research method, and cooperates with a large commercial bank. This paper tries to combine the marketing method of social interaction with the stimulation of economic benefits to excavate the value of customer relationship. The concrete contents include: (1) designing a new bank customer return plan based on the theory of reciprocity and prospect. Integration of reciprocal mechanisms on the basis of economic drive. The client does not exchange points, but receives unexpected gifts. Furthermore, the customer reactions of one-time gift and two-step gift were compared under the condition of equal total value of the gift. The results showed that the customer who received the gift had significantly higher loyalty to the bank than the client in the control group, and also contributed more value during the long period of customer relationship, and at the same time, The effect of multiple gifts is better than that of one gift. (2) based on the theory of explanation level, the author designs a new way of promotion, and tests the influence of psychological distance on consumers' purchase behavior by limiting the time of purchasing financial products. The results show that, when purchasing experiential financial products, perceived time distance has a significant impact on the customer's purchase decision, and can significantly affect the value of the customer's contribution in a single purchase. (3) based on the theory of social interaction, we design the promotion method, and let customers indirectly observe the purchase behavior of other consumers. Examine the effect of observational learning on customer purchase intention. The results show that the effect of observational learning on customer's willingness to purchase is asymmetric when purchasing experiential financial products. Observational learning has no significant effect on customers' purchasing behavior when purchasing search-based financial products. Observational learning can influence the potential relationship value. (4) based on the social distance theory, this paper analyzes the value of bank customer recommendation incentive scheme. The interaction between economic interaction (bank incentive customer recommendation) and social interaction (interpersonal interaction between customers) affects the final outcome of customer recommendation. The results show that the influence of bank recommendation incentive on recommendation intention is regulated by social distance, which affects the recommendation willingness of recommender and the possibility of new customer accepting recommendation, and improves the value of customer recommendation. The research results of this topic are helpful to enrich the theory and tools of customer relationship management, expand and deepen the integration of social interaction and marketing, establish customer relationship management strategy based on social interaction, and fully tap the value of customer relationship. Improving the efficiency and effectiveness of banking marketing has a strong guiding significance.
【学位授予单位】：哈尔滨工业大学
【学位级别】：博士
【学位授予年份】：2014
【分类号】：F274;F832.33
，
本文编号：2306444
[Abstract]:Adapting to the era of customer center, the importance of customer relationship management is becoming more and more prominent. It embodies the management idea of value orientation, is a management mode based on value, and customer relationship has social attribute. Social interaction is an indispensable part of relationship marketing, and the development of information technology has provided rich means and tools for the application of social interaction in marketing. It is necessary to study new marketing strategies and tools through social interaction. At the same time to create value for customers and increase corporate revenue. Academia and industry try to combine the theory and method of social interaction with marketing, innovate marketing mode, fully excavate the value of relationship with customers, and construct the theoretical system of customer relationship management based on social interaction. In order to achieve these goals, there are several problems to be studied, including how enterprises manage, regulate and transmit social interaction in CRM, and how to combine with product characteristics and customer characteristics. This is an organic combination of social interaction theory and customer relationship management, and it is also the requirement of effectively excavating the value of customer relationship. In view of the above problems, based on the relevant theories of sociology and psychology, combined with the idea of customer relationship management, this paper takes the natural experiment as the main research method, and cooperates with a large commercial bank. This paper tries to combine the marketing method of social interaction with the stimulation of economic benefits to excavate the value of customer relationship. The concrete contents include: (1) designing a new bank customer return plan based on the theory of reciprocity and prospect. Integration of reciprocal mechanisms on the basis of economic drive. The client does not exchange points, but receives unexpected gifts. Furthermore, the customer reactions of one-time gift and two-step gift were compared under the condition of equal total value of the gift. The results showed that the customer who received the gift had significantly higher loyalty to the bank than the client in the control group, and also contributed more value during the long period of customer relationship, and at the same time, The effect of multiple gifts is better than that of one gift. (2) based on the theory of explanation level, the author designs a new way of promotion, and tests the influence of psychological distance on consumers' purchase behavior by limiting the time of purchasing financial products. The results show that, when purchasing experiential financial products, perceived time distance has a significant impact on the customer's purchase decision, and can significantly affect the value of the customer's contribution in a single purchase. (3) based on the theory of social interaction, we design the promotion method, and let customers indirectly observe the purchase behavior of other consumers. Examine the effect of observational learning on customer purchase intention. The results show that the effect of observational learning on customer's willingness to purchase is asymmetric when purchasing experiential financial products. Observational learning has no significant effect on customers' purchasing behavior when purchasing search-based financial products. Observational learning can influence the potential relationship value. (4) based on the social distance theory, this paper analyzes the value of bank customer recommendation incentive scheme. The interaction between economic interaction (bank incentive customer recommendation) and social interaction (interpersonal interaction between customers) affects the final outcome of customer recommendation. The results show that the influence of bank recommendation incentive on recommendation intention is regulated by social distance, which affects the recommendation willingness of recommender and the possibility of new customer accepting recommendation, and improves the value of customer recommendation. The research results of this topic are helpful to enrich the theory and tools of customer relationship management, expand and deepen the integration of social interaction and marketing, establish customer relationship management strategy based on social interaction, and fully tap the value of customer relationship. Improving the efficiency and effectiveness of banking marketing has a strong guiding significance.
【学位授予单位】：哈尔滨工业大学
【学位级别】：博士
【学位授予年份】：2014
【分类号】：F274;F832.33
，
本文编号：2306444
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