基于预期不确认理论和技术接受模型的网络购物顾客满意度影响因素分析

基于预期不确认理论和技术接受模型构建网络购物顾客满意度影响因素模型,将顾客满意度影响因素分为五个维度:个体创新性、顾客期望、网站特性认知、质量与服务感知和网购接受程度。通过结构方程模型方法进行验证,结果支持该模型及大多数假设,其中顾客期望、网站特性认知、质量与服务感知和网购接受程度均显著影响顾客满意度,个体创新性对顾客满意度的影响并不显著,并且网站特性认知、质量与服务感知和网购接受程度之间的假设关系得到验证。     

大学生网络购物满意度影响因素分析

基于预期不确定理论、顾客价值链思想,文章建立了网络购物顾客价值、顾客期望与顾客满意度之间的关系结构模型,并以当前网络购物主体之一的在校大学生为调查样本对模型进行了实证检验。实证研究结果支持理论模型和多数假设。结论表明,交易价值、程序性价值和顾客对网站的期望共同决定了顾客网络购物的满意度,社会性价值与顾客网络购物满意度相关性不大,信息获取、支付配送及网站的便利性是影响网络顾客满意度最为重要的因素。     

网络购物顾客满意度影响因素实证分析

基于预期不确定理论,建立了网络购物顾客感知价值、顾客期望与顾客满意度之间关系的结构模型,并以当前网络购物主体之一的高校学生为调查样本对模型进行了实证检验,实证研究结果支持这一模型和多数假设。在影响网络购物满意度的诸多因素中采用统计分析法提取影响满意度的主要因素:商品因素、交易支付、物流配送、网站平台、销售服务5项,最后应用多元回归技术分析了5个因素对网络购物顾客满意度的影响程度。     

基于顾客感知视角的网络购物忠诚度实证检验

顾客忠诚是购物网站追求的理想状态,也是电子商务成功的关键。本文将商品感知、服务感知、网站感知三维顾客感知因素与顾客满意度和忠诚度关联,构建结构模型,基于收集到的在线用户260个样本数据,分析影响网络购物顾客忠诚度的关键因素以及各因素之间的关系和相对强度。结果表明,三维感知因素与满意度存在显著正相关,而顾客满意度与忠诚度高度相关,此外质量、价格、品种、用户评价、配送服务对顾客忠诚度也具有潜在的影响作用,因此,可以采用质量保证、增加品种、加强用户评价等提高网络购物顾客忠诚度。所发展的方法对电子商务企业合理引导和培养顾客忠诚度,赢得竞争优势有一定的指导意义。     

大学生网络购物顾客感知价值维度研究

基于对顾客感知价值要素的研究,初步构建网络购物模式下顾客感知价值要素体系,基于探索性因子分析发现大学生网购消费者的顾客感知价值由风险、网站设计、成本、服务、体验和便捷性六个要素构成,为网络商家提升大学生网购消费者顾客价值的感知,提高顾客满意度,实施有针对性的营销活动提供了依据。     

网络购物顾客满意度分析

以顾客满意度理论为依据,利用卡诺模型,使用对300名大学生进行抽样调查获得的数据,对通过淘宝平台进行购物的顾客进行定性分析,探究目前网络购物中影响顾客满意度的理所当然质量、一元质量、魅力质量所包括的要素,并对各要素的不同影响程度进行分析,最后提出了关于提升网络购物顾客满意度的相关建议。     

基于eWOM的酒店顾客满意度影响因素分析 ——以哈尔滨五星级酒店为例

随着网络信息化的普及,eWOM已经成为潜在消费者获取所需信息的重要渠道,并进一步影响其主观选择行为.选取携程网上哈尔滨市23家五星级酒店为研究对象,爬取各酒店57368条在线评论,基于高频词分析和情感分析对评论数据进行处理.结果表明:哈尔滨市五星级酒店的顾客满意度总体水平较高,酒店顾客满意度的影响因素包括七个方面,且各影响因素的满意度均值均在4分以上,排序为环境、位置、卫生、价格、服务、餐饮及设施.研究为提升酒店顾客满意度,进而加强酒店形象、维系客户关系提供了有益借鉴.     

二三线城市购物中心顾客体验、顾客满意和顾客忠诚关系的实证研究

以二三线城市中山市本土知名的购物中心——大信新都汇购物中心为调研对象,采取实地调查为主、网络调查为辅的方式收集269份问卷,将二三线城市购物中心顾客体验因素划分为商品及服务体验、购物环境体验、业态结构体验三个维度进行探索性因子分析,构建了顾客体验、顾客满意度与顾客忠诚度之间的概念模型,借助AMOS软件对模型进行了实证分析。结果表明:二三线城市购物中心的商品及服务体验、业态结构体验对顾客满意和顾客忠诚都有显著正向影响,但购物环境对顾客满意和顾客忠诚没有显著影响。经营者应将运营的重点放在满足消费者的核心利益上,避免过度华丽的装潢和炫目的灯光,才能降低运营成本,提高竞争力,带来更高的顾客满意度和顾客忠诚度。     

基于顾客满意度的消费者网购影响因素研究

随着互联网技术的迅速发展,网络购物已逐渐成为一种新型购物渠道。研究影响消费者网购过程中影响顾客满意度的因素对电商企业和顾客来说至关重要。本文在借鉴以往学者所提出的顾客满意度测评模型的基础上,结合网络购物中的实际情况,构建网络购物顾客满意度测评指标体系。运用SPSS 18.0对收集到的数据进行计算分析,得出网络购物顾客满意度指数为3.553,说明消费者对网络购物基本比较满意,而对网购顾客满意度影响最大的几个因子分别为商品属性、安全便利和物流配送。最后,提出改善网络购物顾客满意度的5点建议。     

服务接触中的顾客管理实例研究

服务接触中顾客是影响服务质量的重要因素.顾客的期望、行为都会影响到自身的服务感知、其他顾客的服务感知,也会影响服务人员.通过对顾客的管理,引导顾客的服务期望,控制顾客的行为,调节顾客间关系,能营造良好的服务互动环境,提升顾客满意度.     

国内外客户关系管理理论研究述评与展望

客户关系管理是目前国际上管理界和信息技术界共同关注的焦点问题,也成为近年来国际管理界和信息技术界发展最迅速的领域之一。本文首先回顾了国内外客户关系管理领域的主要研究成果,系统阐述了客户关系管理的起源、现状,并在此基础上指出了客户关系管理理论未来的研究方向。     

Customer experience in social commerce: A systematic literature review and research agenda

Social commerce (SC) is an upcoming trend that has changed the online shopping experience by allowing e-retailers to develop long-term relationships with customers and increase sales. Empowered by Web 3.0, SC offers many-to-many interactions, enhancing the quality and quantity of social interaction related to the seller–customer, information searches, and product/service delivery. The customer experience (CEX) has been well developed both in the online and offline contexts. However, limited attention has been paid to examining CEX in the SC setting. This study aims to conduct a systematic review of the literature to develop a conceptual framework exploring both the antecedents and consequences of CEX in the SC setting. In the process, we make three significant contributions to academia and practice. First, the study contributes to our understanding of CEX in the context of SC. Second, it proposes a conceptual framework by identifying antecedents of CEX and potential consequences using the consumer culture theory. Finally, it highlights a subject relevant to academia and practice while proposing recommendations for further research.     

顾客资产管理研究述评

顾客资源是企业资源的一种,也是企业在日益激烈竞争环境中获得优势的来源之一。目前,学术界关于顾客资产的研究和评述已有很多,其研究成果主要集中于顾客资产管理起源、顾客资产分析、顾客筛选和组合、顾客资产的影响因素、顾客资产实施以及供应链中的顾客资产的管理等方面。在现有的研究中,通过利用度量模型,可以有效识别顾客资产和顾客终身价值,有效帮助企业了解顾客的心理与需求,从而建立起营利性的顾客关系。企业在改进产品与服务的同时,实现企业与顾客的共同需求,强化企业与顾客关系,进而增强企业竞争力。     

Device-mediated customer behaviour on the internet: A systematic literature review

The proliferation of smartphones, tablets and other digital devices in addition to traditional computers has transformed the Internet into a device-mediated environment. While these devices provide immediate access to similar Internet sources, they differ significantly in their characteristics, such as screen size, operation mode and context of use. As a consequence, behaviours on the Internet along the customer journey vary substantially depending on the device used. To summarize the fast-growing body of research on device-mediated customer behaviour, a systematic, framework-based literature review of 59 articles from the last decade was conducted. Through an examination of the antecedents, decisions and outcomes investigated in the publications, the review presents a conceptual framework that highlights the relation between device characteristics, decision processes and behavioural outcomes. The review further summarizes the theories, contexts and methods employed in the studies and sets an extensive future research agenda. We found that the extant literature lacks comprehensive theories and clear definitions of digital devices in the omnichannel environment. Furthermore, existing findings should be generalized for other contexts (e.g. industries and countries) and validated via the introduction of other research designs and methods. The understanding of device-mediated behaviour and the consequently arising marketing measures remains scarce. Thus, this review advances the comprehension of customer behaviour on the Internet and provides researchers and practitioners with information on the implications for customer experience and omnichannel management.     

Exploring online customer experience: A systematic literature review and research agenda

This review aims to examine the latest research on online customer experience (OCE), which can be defined as consumer's cognitive, emotional, and behavioral response to interactions between customer and company occurring through digital channels (e.g., websites, social media, mobile apps). To achieve this, we utilized a hybrid review approach that incorporates quantitative bibliometric analysis and qualitative systematic literature review techniques. We identified publication trends, prominent authors and outlets, and the evolution of research themes based on 141 articles published since the last systematic review 11 years ago. Our framework-based review identified frequently studied antecedents, dimensions, and outcomes of OCE, and identified new themes related to m-commerce and augmented/virtual reality. We also identified gaps in the current literature and proposed 14 areas of future research using the TCM framework.     

Alumni Loyalty: Systematic Literature Review

The term alumni loyalty (AL) is widely used by scientists in various disciplines and particularly often in discussions of the key factors influencing alumni contributions. However, research in this field varies considerably in its assumptions and methods and contains contradictory findings. Additionally, there is no consistent definition of AL. This situation makes it difficult for the university administration to see the overall picture or to evaluate which results are most reliable and should be used as the basis for practice and policy decisions. A systematic literature review (SLR) would address these problems by identifying, meticulously evaluating, and integrating findings of the relevant studies. To date, no SLR has been undertaken in the field of alumni loyalty. The purpose of this study is twofold. First, the paper conducts an SLR in this research area. Second, the study provides a more comprehensive definition of alumni loyalty. The research identified 102 relevant articles and classified them according to seven theoretical approaches: microeconomics, charitable giving, management, relationship marketing, educational science, services marketing, and the integrative approach, which combines the above disciplines. Having determined four primary aspects of AL (behavioral, attitudinal, material and nonmaterial), the paper derives four quadrants of AL definitions and assigns each publication to one or two of them. Following this step, the overall picture and definition of AL were derived. The findings can be used by academics as a framework to position new research activities appropriately and by practitioners as a roadmap to enhance AL rate.     

Loyalty in the Business-to-Business Service Context: A Literature Review and Proposed Framework

Loyalty has been named as one of the greatest competitive advantages for companies operating under high competition conditions. However, different authors look at this concept from different views and take different factors into account. This article consolidates academic research on loyalty in business services. The determinants of loyalty are identified and the development of loyalty as a process is investigated. These findings, together with the relationship development process and the possible influence of culture, are integrated into the resulting research framework. This framework suggests that relationship quality, comprising trust, satisfaction, and commitment, is a mediator of the loyalty development process. Furthermore, it suggests that these mediators, determining the transition from one stage to the other, are influenced by different antecedents. Finally, managerial recommendations and directions for future research are provided.     

Role of Customer Retention Equity in Creating and Developing Brand Value

The present study attempts to explore and establish a customer retention equity scale and examines its impact on brand value in the Indian banking sector. The data were collected from 500 account holders of the five nationalized banks—State Bank of India, Punjab National Bank, Industrial Credit and Investment Corporation of India, Housing Development Finance Corporation, and Jammu and Kashmir Bank from Jammu City, North India—using a purposive sampling technique. Structural equation modeling was applied to test the study hypotheses. The study finds that customer retention strategies that include loyalty and affinity schemes, special treatment benefits, a customer feedback survey, a courtesy system, and content marketing significantly contribute to retention equity. Further, the study also reveals that retention equity has a positive and significant impact on brand value and its dimensions—brand loyalty, brand association, and brand awareness. The study contributes to the extant literature by developing and validating the customer retention equity scale from customer perspectives in the Indian banking sector. In addition, the study also integrates the research stream of retention equity with brand value to signify the contributory role of customer retention equity on brand value and its dimensions. Since the study is limited to assessing customer retention equity and brand value relationship, their relationship with other constructs, such as relational quality, customer equity, and customer loyalty, should be explored in further work.     

The evolving direct-to-consumer retail model: A review and research agenda

The substantial growth of e-commerce sales, driven by digital advancements, has enticed brands to sell direct-to-consumers (DTC) online. Despite the growth of the DTC online retail model in practice, academic literature remains fragmented. This systematic review is timely as it meets the need for a comprehensive understanding of the evolution of DTC over two decades of research to 2023. A SPAR-4-SLR protocol combined with a Theory–Context–Methods (TCM) approach examines the extant literature through a marketing lens. An analysis of 81 articles reveals a need for consumer behavior theories to underpin research on the DTC retail model. We conclude the review by identifying areas for further development, such as the need for research on the technology-driven balance of power between brands, retailers, and consumers. Contextually, the authors highlight research opportunities on SME brands' internationalization and the DTC online luxury experience. Methodological directions include empirical qualitative studies and experiments on the emerging topics of technology-enabled retail services and the experiential e-commerce impact on customer experience. These future research undertakings will help us to better understand the DTC retail model.     

论商业银行的顾客获取战略——关系营销视角的思考

顾客获取与顾客保持对于商业银行的客户关系管理同样重要。在关系营销的框架下,从战略层面为商业银行寻求顾客获取的基本流程,突出顾客获取与顾客保持的衔接,并确定潜在目标范围,选择顾客获取战略,保持与客户的长期关系。