物流企业营销管理优化途径探讨

我国的物流市场已经得到长足发展,但物流企业的营销管理工作却相对落后.如何针对这一现状开展探讨和研究,物流企业必须首先明确物流服务在客户企业经营管理过程中的地位,使提供的物流服务与客户企业的需求相一致;必须从产品、价格、渠道和促销等方面完善企业自身的营销组合,为客户提供系统的物流服务;必须抓住物流服务营销的关键环节,为客户企业提供适应企业特点的个性化服务,以获得长期的、稳定的客户,增强自身的市场竞争力.     

物流企业营销管理优化途径探讨

我国的物流市场已经得到长足发展,但物流企业的营销管理工作却相对落后.如何针对这一现状开展探讨和研究,物流企业必须首先明确物流服务在客户企业经营管理过程中的地位,使提供的物流服务与客户企业的需求相一致;必须从产品、价格、渠道和促销等方面完善企业自身的营销组合,为客户提供系统的物流服务;必须抓住物流服务营销的关键环节,为客户企业提供适应企业特点的个性化服务,以获得长期的、稳定的客户,增强自身的市场竞争力.     

顾客满意度研究

自90年代中国市场进入买方市场以来，“顾客满意度”就大行其道，成了企业经营中最基本的战略。研究发现，顾客满意（CS）是企业成功的重要因素。一个高度满意的客户往往会：（1）忠诚于公司更久；（2）购买公司更多的新产品和提高购买产品的等级；（3）为公司和它的产品说好话；（4）忽视竞争品牌和广告，并对价格不敏感；（5）向公司提出产品和服务建议，而80％的成功的新产品或服务的点子来自于顾客的建议。如果客户不满意，他们会将其不满意告诉22个人，除非独家经营，否则该客户不会重复购买；如果客户满意，他会将满意告诉8个人，但该客户未必会重复购买，因为竞争者可能提供性能更好、更便宜的产品；如果客户高度满意。     

SaaS·知道

SaaS是Software-as-a-service（软件即服务）的简称。它是一种厂商将应用软件统一部署在服务器上,客户根据自己实际需求,通过互联网向厂商定购所需应用软件的服务,客户按定购服务的多少和时间长短向厂商支付费用（租金）,并通过互联网获得厂商提供的后续服务和延伸服务的全新的信息化服务模式。     

电力市场营销之我见

一、牢固地树立以客户为中心的经营理念，转变思想观念，树立营销意识 随着电力买方市场的形成，客户对服务质量、供电质量、价格水平等问题都提出了更多更严格的要求。服务水平的高低直接影响着一个企业的形象，为此企业全体干部职工，都应树立客户至上的服务观念，急用户所急，及时解决用户的实际困难。我们要继续坚持“人民电业为人民”的宗旨，让客户用上质优、价格合理、不间断的电力，让客户感受到方便、快捷、满意的服务。归根到底还是国家电网公司倡导的“优质、方便、规范、真诚”，因此我们应不断提高工作质量，注重市场研究，学习法律法规，研究国家政策，熟悉市场规则，勇于开拓市场，为电力客户提供一流的服务。     

电力市场营销之我见

<正>一、牢固地树立以客户为中心的经营理念,转变思想观念、树立营销意识随着电力买方市场的形成,客户对服务质量、供电质量、价格水平等问题都提出了更多更严格的要求。服务水平的高低直接影响着一个企业的形象,为此企业全体干部职工,都应树立客户至上的服务观念,急用户所急,及时解决用户的实际困难。我们要继续坚持"人民电业为人民"的宗旨,让客户用上质优、价格合理、不间断的电力,让客户感受到方便、快捷、满意的服务。归根到底还是国家电网公司倡导的"优质、方便、规范、真诚",因此我们应不断提高工作质量,注重市场研究,学习法律法规,研究国家政策,熟悉市场规则,勇于开拓市场,为电力客户提供一流的服务。     

浅谈汽车企业的客户满意度调查

"创造客户满意"也成为现代企业取得竞争优势不可或缺的要素。而创造客户满意的核心就是让客户有良好的条件与渠道提出真实的意见,使企业正确评估企业服务水平,判断企业服务中存在的主要问题,了解在哪些方面亟需改进,最终使顾客获得满意。顾客满意调查作为一种效果显著的客户满意评估管理工具越来越受到企业的重视,成为各企业市场研究工作的重要内容。本文就汽车行业的客户满意度调查进行相关探讨。     

移动通信行业客户投诉影响因素的实证研究

对于从事移动通信服务的企业来说,服务失误是不可避免的。服务失误会导致客户的不满意。当客户对服务不满意时,他们可能采取的后续行为有,将其不满意的经历告诉其他客户,形成不良口碑传播：向提供服务的企业或其他部门投诉;不再购买企业的服务或产品。服务行业的客户投诉是指客户在接受服务的过程中,由于服务质量因素或当客户的权益受到损害时,向企业或其他有关部门提出自己的意见和要求的行为。     

客户终生价值的内涵及应用

客户终生价值(CLV)研究虽然处于发展初期,但是却为企业确立客户关系管理提供了分析思路。本文就客户终身价值对企业战略的影响、客户终生价值的驱动因素和关键成功因素进行了深入的分析,引入了保健因素和满意因素概念,并就客户关系纽带中属于保健的因素和属于满意的因素做了分析,指出企业必须识别客户关系纽带的类型,从而降低客户不满意因素和进而提高客户忠诚度。     

满意度研究分析方法探讨与应用

<正>客户满意程度是当前市场竞争的一个焦点。满意度研究不仅可以用来衡量企业的产品或服务质量,更为重要的是,它可以从客户的角度分析对企业产品或服务不满意的原因,以提高企业的竞争力。对于企业来说,测评客户满意度的根本原因就是为了提供信息     

The consumer experience: The impact of supplier effort and consumer effort on customer satisfaction

Existing research on experiential offers often examines the impact of such offers on consumers’ evaluations (e.g., customer satisfaction). Yet existing research has neglected that experiential offers typically involve effort from both the supplier and the consumer – and neglected that effort can influence evaluations. To address this gap, the present study examines the impact of supplier effort and the consumer's own effort on the consumer's evaluation of experiential offers in terms of customer satisfaction. Two experiments, comprising two different experiential offers, were carried out. In both experiments, supplier effort (low vs. high) and consumer effort (low vs. high) were manipulated. Customer satisfaction was the dependent variable. The results show that high supplier effort boosts customer satisfaction, and that the effects of consumer effort are either absent or indirect with a negative impact. Moreover, the results indicate that a supplier effort-consumer effort gap (i.e., the consumer perceives that the supplier has expended more effort than the consumer) contributes positively to customer satisfaction.     

Spoiled Rotten: How and When Discontinuation of Repetitive and Regular Delight Offers Increases Customer Desire for Revenge

Retailers often delight their customers with surprise offers. Common wisdom would suggest that this practice is fruitful because customer delight elicits customer reciprocation and increases customer satisfaction. This research examines the negative consequences of offering such delight offers. Across five studies, customers receiving delight offers repetitively and on a regular basis develop a sense of entitlement. Once retailers decide to discontinue those offers, feelings of entitlement prompt customers to seek revenge against the retailer (e.g., filing complaints, switching to competitors, spreading negative word of mouth). Furthermore, customer expectation has been ruled out as an alternative process explanation. Even though customer entitlement and customer expectation are often confounded in the literature, our research offers conceptual and empirical evidence to illustrate the fundamental differences between these two concepts. Our results indicate that retailers could avoid elevating customer entitlement by designing delight offers as one-time offers or by delivering multiple offers following a random pattern. Additionally, we show that retailers can also limit the effect of customer entitlement on customers’ desire for revenge by providing offers of small monetary value and by explicitly communicating that the offer recipients are selected at random.     

Electronic Logistics Service Quality (e‐LSQ): Its Impact on the Customer’s Purchase Satisfaction and Retention

The Internet retailing industry continues to grow rapidly. Several Internet retailers are, however, struggling to retain customers due to the high level of competition among incumbents. We propose that customer satisfaction with the order fulfillment process is an important determinant of overall customer satisfaction with the retailer, as well as with the extent of customer retention enjoyed by the retailer. This paper offers a new concept for electronic logistics service quality and investigates the relationship between the quality of online fulfillment and the ensuing retention of customers, using archival data on 260 online retailers. The structural equation model results indicate that satisfaction with the physical distribution quality and cost are positively related with customer’s purchase satisfaction and customer retention. Additionally, the results indicate that while purchase satisfaction is a strong indicator of customer retention, underlying drivers of purchase satisfaction do not have nearly the same impact on customer retention directly as they have on purchase satisfaction.     

Customer contact and the evaluation of service experiences: Propositions and implications for the design of services

A contingency framework is developed as a means of understanding the relationship between the level of customer contact and service satisfaction. Level of contact is defined as the extent of interpersonal interaction between the service customer and the service provider's boundary personnel. Consistent with Oliver (1997), perceived service satisfaction reflects the customer's judgment that the service delivered a plausible level of consumption-related fulfillment. The article offers a series of research propositions derived from prior research and writings from the marketing, psychology, and operations literatures. Implications for the design of service strategies in efforts to improve customer satisfaction are also discussed. © 1998 John Wiley & Sons, Inc.     

The Moderating Effects of Involvement on the Relationships Between Satisfaction,Trust and Commitment in e-Banking

Most prior research into customer loyalty emphasizes the effects of the dimensions of online satisfaction and trust. However, research into how customer involvement moderates this relationship model – in the online environment – has been less than conclusive. On the basis of a satisfaction–trust–commitment model, and given that involvement is a significant precondition to customer loyalty, this paper explores the interaction effects of customer involvement on the evaluation of e-banking services.Empirical results were collected from an online survey in electronic financial forums, Usenet and mailing lists. Partial Least Squares (PLS) was used to estimate the parameters of the interaction effects model.The results support most of the hypotheses and, in particular, confirm the moderating role of customer involvement. The influence of online satisfaction on commitment was significantly stronger for highly involved users; conversely, the effect of satisfaction on trust was weaker. However, customer trust had a stronger effect on commitment for customers with high purchase involvement, and a weaker effect for highly ego-involved customers. The interaction role of customer involvement thus offers a more complete view of the satisfaction–trust–commitment model, providing an initial test of the efficacy of using involvement to understand online decisions. Implications for online marketing management and future research in this area are discussed.     

The WOW factor: Creating value through win-back offers to reacquire lost customers

Customer reacquisition provides firms with high financial and service improvement benefits. The implications of this research are meant to stimulate a new research stream towards a theory of customer reacquisition management as well as to provide service firms with a framework to regain defected customers. Through two studies, we develop an empirical model that identifies the factors driving win-back offer effectiveness. The findings indicate that, in order for win-back offers to be effective, service providers must consider a customer's reasons for leaving and their relationships with the current service provider. Value determinants (price and service benefits provided in the win-back offer), social capital and service importance play a prominent role in shaping customer switch-back intentions regardless of the level of previous satisfaction, regret, or delight with the new service provider.     

Revisiting the Satisfaction–Loyalty Relationship: Empirical Generalizations and Directions for Future Research

This extensive literature review highlights the state of the art regarding the relationship between customer satisfaction and loyalty, both attitudinal and behavioral. In particular, it brings to light several issues that should be carefully considered in analyzing the efficacy of customer satisfaction in explaining and predicting customer loyalty. In fact, for many years companies all around the world have heavily invested in customer satisfaction in the hope of increasing loyalty, and hence, consequently, profitability. But after having gone through a detailed analysis, it is clear that this link it is not as strong as it is believed to be and customer satisfaction is not enough to explain loyalty. In fact, the major findings of this review are captured in the form of a few empirical generalizations. We generalize that, while there is a positive relationship between customer satisfaction and loyalty, the variance explained by just satisfaction is rather small. Models that encompass other relevant variables as moderators, mediators, antecedent variables, or all three are better predictors of loyalty than just customer satisfaction. Further, the satisfaction–loyalty relationship has the potential to change over time. Similar weaker findings are uncovered and the study offers specific guidelines on who, when, and how much to satisfy. Finally, suggestions for future research to explore this domain are offered.     

Boundary Spanners' Satisfaction with Organizational Support Services

SUMMARY

Internal services (i.e., support services) are an important form of organizational support for external boundary spanners (e.g., salespeople, customer service representatives). Internal services such as information systems, market research, training, accounting, and facilities support are intended to allow boundary spanners to better serve the firm's customer. Little research, however, has addressed factors that influence a boundary spanner's satisfaction with such services. The research presented here offers insight into how internal communication by both managers and service providers impacts a boundary spanner's satisfaction with support services. Results indicate that service provider and manager communications are largely complementary and that satisfaction with service outcomes, rather than service quality, appears to have an enduring impact upon a boundary spanner's overall job satisfaction. Implications for future research are addressed.     

Re-examining encounter intensity's conceptualisation,measurement and role

This paper contributes to previous research on encounter intensity in services in two ways. First, it offers a precise conceptualisation and measure of the construct while at the same time reflecting its complexity and multifaceted nature. Second, it sheds a new light on encounter intensity's role as an antecedent to customer satisfaction by introducing the mediation of the services brand in this relationship. The paper builds on a qualitative study, using customers’ introspections, and survey data from retailing customers (N?=?1188) analysed with structural equation modelling. These studies lead to a definition as well as a parsimonious and reliable measure of interaction intensity in terms of the frequency of customer–employees exchanges, their diversity, their importance for the customer and his or her interest in the interaction. The data also support that encounter intensity exerts a strong influence on cumulative satisfaction through the mediation of services brand credibility.     

质量、顾客满意和价格容忍度关系的实证研究

顾客满意已经成为新世纪企业管理理论和实践研究的热点问题。本文从顾客价格容忍度的角度研究顾客满意为企业带来的效益，并进一步比较不同品牌的产品，顾客满意对价格容忍度影响的差异。实证研究表明，顾客满意、产品质量和服务质量对价格容忍度均有显著的正向影响：品牌的服务质量越高，顾客满意对价格容忍度的影响越大。