从家电企业谈顾客维系

随着家电市场竞争的日益激烈,顾客流失较为普遍,顾客的维度减弱已成为家电制造企业生存和发展中的最大困惑。产品质量缺陷、顾客对售后服务不满意、竞争对手夺走顾客、与顾客缺乏沟通是主要成因。有效防止顾客流失,企业应加快从＂以产品为核心＂向＂以顾客为中心＂转变,采取积极建立顾客档案、实施全面质量管理、提高服务质量、对顾客进行关联管理等有效措施,增强企业对顾客的维系度,降低顾客流失风险,提升市场竞争力。     

Trust and customer willingness to provide information in database-driven relationship marketing

As organizations continue to embrace the concept of building customer relationships as a way of creating a competitive advantage, they seek to understand what makes a customer relationship successful. This article reports the results of a survey of consumers that explores one construct—trust in the organization—and its role in customers’ perception of their relationship with an organization. In addition, trust in the organization and its influence on customers’ willingness to provide the information necessary to help build a strong relationship is examined. The findings provide some support for the role of trust in building relationships, as well as identifying which factors are important in building that trust.     

Building loyalty in e-commerce: Impact of business and customer characteristics

Abstract

Understanding, building, and predicting customer loyalty in e-commerce are critical activities for long-run profitability. Successfully carrying out these activities is challenging due to the complex mix of both business organization and customer factors that may influence and drive e-loyalty. We demonstrate that business factors, such as credibility, e-satisfaction and site knowledge, and customer factors, such as inertia, innovativeness, and aggressiveness, influence e-loyalty. Our analyses show that business credibility is affected by the reputation of the e-business and its congruence with the customers’ self-image; e-satisfaction by the customers’ value perception, care, and choice; and site knowledge by customer experience, involvement, and expertise. Business factors account for about 75% of the explained variation in e-loyalty and customer factors for the rest. Understanding the controllable business and uncontrollable customer factors that drive customer loyalty should enable e-commerce retailers to continually assess these factors and make appropriate changes in marketing strategy.     

Reversing the Logic: The Path to Profitability through Relationship Marketing

Many firms have experienced greater success through implementing relationship marketing strategies. This is achieved by gaining knowledge about their own customers through database marketing and about the general marketplace through marketing research. Over time, this has led firms to adopt a general framework which we call the conventional path to profitability. This conventional framework suggests that new product innovation leads to acquisition, acquisition combined with a rich experience leads to satisfaction, satisfaction leads to loyalty and customer retention, and loyalty/retention leads to profitability. However, we show that some of the links in the framework are weak based on both academic research and marketplace realities. Consequently, we reverse the logic of the conventional path to profitability. We introduce a new approach that starts the customer relationship management strategy with customer profitability and the notion that different customers should be rewarded and satisfied differently. In addition, we outline a strategy that relationship marketing firms can implement, leading to higher levels of customer profitability and offer directions for future research.     

Human–machine trans roles conflict in the organization: How sensitive are customers to intelligent robots replacing the human workforce?

In organizations facing digital transformation, intelligent technologies are starting to replace the human workforce. At present, managers delegate tasks to an artificial agent and rarely consider the customer reception of such decisions. This arouses tensions between the main stakeholders of the organization. This paper shows that the rash adaptation of the digital workforce may be perceived as an irresponsible innovation that brings negative consequences for companies. If a task is regarded by customers as dedicated to humans, and managers delegate it to machines, a new type of conflict – human-machine trans roles conflict (HMTRC), appears. This paper intends to show that customers are sensitive to HMTRC. This research uses quantitative methods and consists of three stages. First, people were asked to indicate which tasks in an organization should be performed by (a) humans and (b) machines. According to these results, two leaflets for customers were designed (low vs. high HMTRC). In the second stage, standard procedures were used to construct a scale measuring customer reactions to HMTRC on three dimensions: cognitive, emotional and behavioural. Ultimately, the scale and two leaflets were used to check how customers react to different intensities of HMTRC. The research results show that customers are aware when HMTRC occurs and perceive it negatively (cognitive response). Moreover, it evokes negative emotions (emotional response) and prompts customers to take action against the company in which this conflict takes place (behavioural response). The practical contribution of this research is the three-dimensional scale. It may predict customers' reactions to task delegation with different intensities of HMTRC and help build a technologically sustainable organization.     

Retaining customers in traditional retail financial services: interviewing 'les responsables'

This paper explores organizational concerns with retaining customers in traditional retailing of financial services. Managers, charged with retaining customers ('les responsables') in banks and building societies, are interviewed seeking their views on how their organizations retain customers. The study finds that there are a number of shared themes in the sample of informants, which are evolution/flux, customer information systems, a product/sales orientation, delivering financial services, staff and relationships with customers. Underlying these themes, however, appears some equivocation as these organizations try to retain customers when customer acquisition seems to be the thrust of their marketing.     

Relationship intention and relationship quality as predictors of clothing retail customers’ loyalty

Retailers endeavour to establish and maintain strong relationships with customers in order to build customer loyalty. Unfortunately, such endeavours are not always successful as not all retail customers reciprocate retailers’ relationship efforts. Customers’ intentions to engage in relationships with retailers (i.e. relationship intentions) should thus be the starting point in building customer loyalty. Moreover, customers’ perceptions of the strength of their relationship with a retailer (i.e. relationship quality) should also be considered when building customer loyalty. The purpose of this study is to determine whether clothing retail customers’ relationship intentions and relationship quality, individually and in combination, predict their loyalty to clothing retailers. Data were collected from 511 respondents in South Africa’s greater Tshwane metropolitan area. From a hierarchical multiple regression analysis, it was found that clothing retail customers’ relationship intentions and relationship quality are individually, and in combination, predictors of their loyalty to the retailer. Results furthermore indicate that relationship quality mediates the relationship between relationship intention and customer loyalty. The findings highlight the importance of first determining customers’ relationship intentions, and then reinforcing positive perceptions of relationship quality when building customer loyalty.     

顾客知识管理的概念与体系

知识经济时代的顾客是个性化、多样化的,顾客需求趋于多元化,企业只有有效地进行顾客知识管理,才能认知顾客、管理顾客关系和交付顾客价值。因此,顾客知识管理将会是企业新的竞争优势的重要来源。     

Unlocking the transformative potential of customer data in retailing

Retailers collect, process, and use large amounts of data about customers: what they buy, how they buy, when they buy – and when customer loyalty cards are used – who buys the product or service. The use of customer data within the customer relationship management (CRM) framework has largely remained one sided. The potential of customer data for the benefit of the customer’s well-being still needs to be addressed. Reverse use of customer data, i.e. the process of firms converting customer data into information that is meaningful for the customers, extends attention toward using customer data for the benefit of the customer. In addition, selling goods to customers retailers can revise customer data into relevant and meaningful information that can support their well-being. Consequently, the purpose of this study is to identify and illustrate the transformative potential of the reverse use of customer data in retailing. This is achieved by reviewing literature on CRM, S-D logic, and transformative consumer research, and conducting a case study of a food retailer using point-of-sale data to provide customers with information about the healthfulness of their food purchases. Anonymous customer feedback data is collected and analyzed, and as a result, the transformative potential of customer data is reflected through five themes: self-monitoring, enhanced diet, food literacy, peace of mind, and beyond food healthfulness. These themes illustrate customers’ well-being outcomes resulting from reverse use of customer data.     

创业网络与新企业绩效:组织合法性的中介作用及其启示

基于整合制度理论与社会网络视角,从政治网络、投资者网络和顾客关系网络三个方面提出并检验组织合法性在创业网络与新企业绩效关系间的中介效应。基于209份新企业数据,通过多元回归方法对研究假设进行检验,结果显示:政治网络、投资者网络、顾客关系网络与组织合法性正相关;政治网络与新企业绩效关系不显著,投资者网络、顾客关系网络与新企业绩效正相关;组织合法性在顾客关系网络与新企业绩效关系间存在部分中介效应,在投资者网络与新企业绩效关系间存在完全中介效应。     

构建武夷山无水港物流供应链的研究

无水港对推动港口与区域经济发展有着重要的现实意义。武夷山无水港建设是福建省发展海西经济区战略的重要内容,是促进外贸发展方式转变和调整产业结构的重要手段。武夷山无水港物流供应链管理可采用敏捷性供应链方式,它能对来自外界的不稳定性因素能过做出及时的反应,使自己能够随着环境的变化而改变,始终保持自身的敏捷性。同时,应重视供应链集成化管理,要以客户为中心,通过建立客户信息档案,把客户进行有效细分,形成一套有效的客户管理模式,以有效降低运营成本。     

Consumer power and privacy: the changing nature of CRM

This paper briefly reviews the difficulties that privacy concerns are creating for the growth of e-business and customer relationship management (CRM). The paper introduces the concept that the changing nature of consumer power is an essential element in ensuring the success of relationship building. The paper argues that consumers should be studied using two dimensions of knowledge and attitudes towards CRM to create a privacy grid. Four segments are discussed in terms of customers’ reactions to information exchange and CRM activities. This grid is then translated into four distinct types of market situations and marketing strategies to be considered by CRM practitioners and recommendations made.     

面向AFH客户分类主题的数据仓库的构建

近年来,随着客户关系管理（CRM）在商业运作中的巨大成功,其管理理念及价值被越来越多的企业所重视。在电子商务环境下,一对一营销正在受到企业的青睐。以客户为中心的思想,要求企业要能够有效地获取客户的各种信息,识别客户与企业之间的关系。文章在分析数据仓库特点的基础上,以客户平均购买额（A）、购买频率（F）和客户保持时间（H）作为客户价值细分变量,实例化构建了某食品连锁销售企业面向AFH客户分类主题的数据仓库。应用结果表明,新的AFH客户分类模型具有很强的表征性,能充分反映客户的当前价值（贡献度）和增值潜力（忠诚度）,能为企业提供有效的决策支持信息。     

Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes

The theoretical understanding of online shopping behavior has received much attention. Less focus has been given to the formation of the customer experience (CE) that results from online shopper interactions with e-retailers. This study develops and empirically tests a model of the relationship between antecedents and outcomes of online customer experience (OCE) within Internet shopping websites using an international sample. The study identifies and provides operational measures of these variables plus the cognitive and affective components of OCE. The paper makes contributions towards new knowledge and understanding of how e-retailers can provide effective online experiences for customers.     

Customer benefits and value creation in streaming services marketing: a managerial cognitive capability approach

Customer value analysis and management is a key theoretical and empirical issue in marketing management and strategic management. However, little is known about the influence of customer benefit on customer value from the microfoundations of the dynamic capabilities perspective. Currently, a boom in online video and music streaming services is changing the entertainment industry structure. Thus, marketing managers in the fast‐growing streaming services industry should have dynamic managerial capabilities to anticipate other service elements that customers consider valuable. Based on managerial cognitive dynamic capabilities, this research explored the influences of customer‐perceived functional benefit, experiential benefit, financial benefit, and psychosocial benefit on perceived instrumental and terminal values. General linear model (GLM) and fuzzy‐set qualitative comparative analysis (fsQCA) were conducted to gain a more nuanced understanding of how different customers’ perceived benefits have different impacts on perceived value. The findings illuminate complex benefit configurations that drive perceived instrumental and terminal values and contribute to the development of value creation and its drivers. The proposed framework can help managers develop managerial cognitive dynamic capabilities by increasing their understanding of the impact of different perceived benefits on value creation for different types of customers.     

The trickle-down effect of trust in business-to-business relationships: How can a supplier ensure cooperation from multiple customers?

Abstract

Although several interfirm cooperation studies have expanded the unit of analysis from dyads to triads (networks), there is scant literature focusing on whether and how a supplier’s relationship with a customer influences its relationships with other customers. Individual relationship dyads are not isolated but interact with one another. Particularly, mutual trust in a supplier–customer relationship dyad may influence other customers’ cooperative behavior. This cross-dyadic influence is called the “trickle-down effect of trust.” A hypothesis for the mechanism by which this effect occurs was generated, focusing on the customers’ demand information offerings as a cooperative behavior. The results of an empirical analysis indicate that (1) a supplier’s mutual trust with its primary customer encourages nonprimary customers to offer their demand information to the supplier and (2) the quality of information from customers helps the supplier to make their new product more meaningful.     

Do customer participation and cognitive ability influence satisfaction?

Under some circumstances, increased customer participation can enhance customer satisfaction. However, the precise mechanism by which participation might increase satisfaction has not been explored in the literature. This paper considers whether a customer’s cognitive ability might affect the relationship between participation and satisfaction. A causal model has been developed to examine the potential interactive effects of participation and cognitive ability on satisfaction, and a simple quantitative model has been proposed to simulate these effects. The results of both a numerical simulation analysis and a quantitative analysis of case study data indicate a significant main effect of cognitive ability on satisfaction. Additionally, an interactive effect has been observed, whereby higher cognitive ability results in higher satisfaction, given a minimum degree of customer participation in the service. Among this study’s implications is that customers with different cognitive abilities should have different degrees of participation that act to maximize their satisfaction.     

Customer Participation and Project Performance: The Mediating Role of Knowledge Sharing in the Chinese Telecommunication Service Industry

Purpose: Extant literature has devoted more attention to customer value co-creation and knowledge sharing, not only in business-to-customer (B2C) markets, but also in business-to-business (B2B) markets. This study explores and examines the antecedents and consequences of customer knowledge sharing in the context of B2B markets by applying the motivation-opportunity-ability (MOA) framework.

Methodology/Approach: This empirical study involves two structured surveys of project managers from both suppliers (n = 213) and customers (n = 312), which were conducted in the context of the Chinese telecommunication service industry. The conceptual model of this study was subsequently tested by developing Partial Least Squares (PLS) based structural equation models.

Findings: It was found that customer knowledge sharing is facilitated by four MOA factors: customer orientation, customer perceived benefits, customer socialization, and customer technological capability. It was determined that knowledge sharing has a direct and significant effect on project performance. Furthermore, the study revealed that such relationships vary across suppliers and customers.

Research Implications: This study extends the existing research stream of interfirm knowledge sharing by examining the antecedents and consequences of customer knowledge sharing from dual perspectives of customers and suppliers, and sheds light on the benefits of customer knowledge sharing. The dyadic perspective embodied in this design facilitates our understanding and management of knowledge sharing between organizations.

Originality/Value/Contribution: This article provides an important contribution to the existing literature of customer knowledge sharing by revealing how to effectively facilitate interorganizational knowledge sharing, particularly knowledge from customers to suppliers, and discovers conditions under which customers are more likely to exchange information, and share knowledge with their suppliers from the dyadic perspective.     

餐饮企业客户关系管理研究

客户是餐饮企业生存与发展的基础,客户关系管理可以提高餐饮企业的顾客忠诚度。当前,餐饮业客户关系管理还存在着对客户关系管理重视不够,对客户的服务意识不到位,吸引客户的营销手段单调,企业内部组织结构不完善,对企业的价值顾客群判断不准等问题。餐饮企业应利用CRM管理系统,了解顾客,并建立良好客户关系;加强员工培训,提升员工的服务素质;制定合理的价格,维系客户永久关系;树立顾客成本概念,通过提高客户满意度和忠诚度,达到提升客户价值和提升品牌形象的目的,从而实现企业利润最大化。     

The Influence of Cognitive Dissonance on Retail Product Returns

Given the significant costs and customer service ramifications associated with the return of retail merchandise it is important to understand the underlying reasons for product returns. One such underlying reason is cognitive dissonance. Customers who experience cognitive dissonance may seek to undo the effects of a regretted choice by returning the product in question. This research examines the influence of two forms of cognitive dissonance (emotional dissonance and product dissonance) on the frequency of product returns. Three antecedents (consideration of liberal return policies, customer opportunism, and switching barriers) are examined in terms of their influence on cognitive dissonance and product returns. In addition, the moderating role of gender and store brand is reported. The research is based on a survey of Wal‐Mart and Target customers who engaged in product returns. Structural equation modeling is used to verify and test these relationships. Emotional dissonance and product dissonance were found to be positively related to product returns frequency. It was found that consideration of liberal return policies reduces both emotional and product dissonance, while customer opportunism and switching barriers increase both dimensions of cognitive dissonance. Both gender and store brand were found to be significant moderators of the relationships between cognitive dissonance and two antecedents (consideration of liberal return policies and customer opportunism). In addition, gender and store brand moderated the linkage between product dissonance and emotional dissonance, and the linkage between emotional dissonance and return frequency.