服务企业培育顾客忠诚的营销路径

随着市场竞争的日趋激烈,培育高品质的顾客忠诚逐渐受到理论界和企业界的广泛重视。本文通过对服务企业顾客忠诚的影响因素展开讨论,提出一些服务企业培育顾客忠诚的营销路径。     

基于模糊评价法的宜居社区评价研究

在21世纪人本主义回归的思潮下,“宜居”成为城市发展的关键词,而社区在宜居城市建设中发挥着越来越重要的作用.探讨宜居社区的评价指标,目的在于基于地方尺度和居民视角,识别社区发展面临的关键问题,并在为社区规划提供参考依据.采取强调居民主观感受的模糊评价方法,在北京市交道口街道通过分层抽样的问卷调查获得数据.结果表明,社区...     

上海大型综合超市调查发现与对策分析

上海超市经历二十五年的演变,从小超市发展到大型综合超市,出现了差异化发展趋势,外资以大型综合超市为主导,内资以中小超市为主导,各有优势与缺陷。本文首次公布了上海商学院管理学院市场营销系对上海普陀区六家大型综合超市的调查数据,提供了调查的七项发现,并指出了大型综合超市进一步发展的四大趋势与三点建议。     

Tourism image, evaluation variables and after purchase behaviour: inter-relationship

Numerous authors have pointed out the influence of tourism image on consumer behaviour. Tourism image will also exercise some influence on the quality perceived by tourists and on the satisfaction obtained from the holiday experience. This paper focuses on the relationship between the image of a destination as perceived by tourists and their behavioural intentions, and between that same image and the post-purchase evaluation of the stay. We will also examine the relationship between quality and satisfaction and between these variables and the tourist's behaviour variables. We place the accent on a joint analysis of these relationships, using a structural equation model. The results of the empirical study show that tourism image is a direct antecedent of perceived quality, satisfaction, intention to return and willingness to recommend the destination. The role of image as a key factor in destination marketing is thus confirmed. With reference to the other relationships, on the one hand, it is confirmed that quality has a positive influence on satisfaction and intention to return and that satisfaction determines the willingness to recommend the destination. However, the influence of quality on ‘willingness to recommend’ and the influence of satisfaction on ‘intention to return’ cannot be corroborated. In this sense, further research could be necessary.     

Multi-channel service retailing: The effects of channel performance satisfaction on behavioral intentions

The number of channels that retailers can use interchangeably to provide customer service has increased. We report on a study of clients of a large retail bank that investigates the channel performance satisfaction-behavioral intentions relationship when the traditional service channel (i.e., branch office) is extended with technology-mediated channels (i.e., internet banking and telephone banking). For routine services, our findings suggest that behavioral intentions are most strongly influenced by satisfaction with office-related performance factors. For nonroutine services, satisfaction with service employee performance is the most significant driver of intentions. Our analysis also reveals interaction effects between traditional and technology-mediated channel performance satisfaction levels. These effects vary across service types, indicating contingencies in channel substitution and complementarity.     

CRM在航空货物运输代理行业中的应用

本文就国际货物航空运输行业的角度出发,先介绍了航空运输的基本知识、主要服务的行业、确定市场对于航空运输的需求。有了市场需求,似乎航空运输就很好做了。实际不尽然。真正服务到客户才是根本。     

ERP系统的使用者满意研究

ERP系统越来越成为企业获取竞争优势的必备基础，但国内外ERP系统的实施效果往往不尽如人意。ERP系统实施是个复杂的系统工程，涉及到企业的各个层面，如何测度其实施效果一直是业内热点话题。ERP系统就其本质是将管理思想固化其内的信息系统。因此本文在回顾国外对复杂信息系统实施测度研究的基础上，提出可借鉴使用者满意来测度ERP系统实施效果，并为今后实证研究奠定基础。     

MTS在CSI测评中的应用

在顾客满意度指数测评理论中，引入马田系统的思想，通过相对与理想态基准空间马氏距离的比较，并通过定义典型的质量子模式，根据择近原则，可快速实现顾客满意度指数测评的质量模式识别。     

Comparing face-to-face meetings, nominal groups, Delphi and prediction markets on an estimation task

We conducted laboratory experiments for analyzing the accuracy of three structured approaches (nominal groups, Delphi, and prediction markets) relative to traditional face-to-face meetings (FTF). We recruited 227 participants (11 groups per method) who were required to solve a quantitative judgment task that did not involve distributed knowledge. This task consisted of ten factual questions, which required percentage estimates. While we did not find statistically significant differences in accuracy between the four methods overall, the results differed somewhat at the individual question level. Delphi was as accurate as FTF for eight questions and outperformed FTF for two questions. By comparison, prediction markets did not outperform FTF for any of the questions and were inferior for three questions. The relative performances of nominal groups and FTF were mixed and the differences were small. We also compared the results from the three structured approaches to prior individual estimates and staticized groups. The three structured approaches were more accurate than participants’ prior individual estimates. Delphi was also more accurate than staticized groups. Nominal groups and prediction markets provided little additional value relative to a simple average of the forecasts. In addition, we examined participants’ perceptions of the group and the group process. The participants rated personal communications more favorably than computer-mediated interactions. The group interactions in FTF and nominal groups were perceived as being highly cooperative and effective. Prediction markets were rated least favourably: prediction market participants were least satisfied with the group process and perceived their method as the most difficult.     

影响顾客满意因素的简析

取得高程度的顾客满意是营销的最高目标。然而，能够使一个顾客满意的东西，未必会使另一个顾客满意；能使顾客在一种情况下满意的东西，在另一种情况下未必能使其感到满意。因此，公司及其员工应该全面了解影响顾客满意度的因素。