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1.
4C理论与企业营销实践 总被引:9,自引:0,他引:9
随着市场经济的发展,市场竞争日趋激烈,以顾客满意为核心的4C理论对企业营销实践具有很重要的指导意义。从企业的营销观念、战略制定及顾客沟通等方面,对建立高度的顾客满意、培养顾客忠诚进行了初步的探索。 相似文献
2.
近年来关于顾客感知价值的研究越来越多,网购顾客感知价值研究成为新热点。学者们对B2C环境下顾客感知价值结构维度进行了很多有意义的研究,但是鲜有学者从卖方影响的角度来研究顾客感知价值。本文结合B2C环境下网上的沟通过程,以网购手机为例,提出直接顾客感知价值和间接顾客感知价值这一对定义,在途径一目的理论框架下,应用二阶验证性因子分析对间接顾客感知价值的结构维度进行了验证,得出结论认为间接顾客感知价值由质量维度、情绪维度、价格维度、社会维度四个维度构成。最后提出卖方应在沟通过程中可以着重从质量维度、情绪维度、价格维度来影响顾客,以实现提升顾客感知价值的建议。 相似文献
3.
《Journal of Internet Commerce》2013,12(4):153-164
ABSTRACT In the current period of constrained economic conditions, this study initiates an analysis of customer relationship management (CRM) on the Web sites of financial service businesses. Customer relationship management is a critical differential that enables competitive edge for businesses focused on the affluent customer market. Though investment in marketing, sales and service innovation is limited under existing conditions, the analysis of the study on large financial businesses indicates that the businesses enable higher commerce, content and context, but lower and generally inadequate communication, community, connection and customization design on their Web sites. The analysis, conducted as an assignment by adult graduate students in an information systems course, contributes important insight into the competitive dynamics of customer relationship management for Web empowered financial service businesses striving to service the demanding affluent market. This study furnishes an expanded framework to research customer relationship management of financial service businesses competing in the paradigm of the Web. 相似文献
4.
This study examines the determinants of customer satisfaction and customer loyalty in the Peruvian mobile phone market. Based in a survey to 1259 customers, Multinomial Logit and GSEM estimations show how determinants of customer satisfaction can be assessed when satisfaction is measured through ordered categorical data. The results confirm that in mobile phone market Customer Satisfaction influences strongly on Customer Loyalty, and in turn Loyalty is an important determinant of Customer Retention. In contrast with previous literature, this study identified the differentiated influence of diverse factors on positive and negative customer satisfaction categories. Indeed while results show that quality of service assessments made by customers had a significant impact on both negative and positive customer satisfaction categories; assessments of other service attributes like customer care, information on tariffs and plans and billing clarity, only showed a significant statistical influence on positive categories of customer satisfaction. Similar asymmetrical results were found with regard to other economic, socioeconomic and geographical determinants of customer decisions. As well, an analog effect is also observed in the relationship between customer satisfaction and loyalty, where only positive satisfaction assessments helps to explain the loyalty of users. Finally, results show that while satisfaction can be identified as a powerful cause of CR, switching barriers did not deter more demanding customers to switch to alternative carriers, suggesting that recent pro-competition regulatory reforms implemented in Peru contributed to reduce these barriers to competition in mobile markets. 相似文献
5.
We study the consequence of moving from Customer Lifetime Value maximization to Customer Equity maximization. Customer equity has traditionally been seen as the discounted sum of the lifetime earnings from all current
and future customers and thus it has been largely assumed that maximizing customer lifetime value would lead to maximum customer
equity. We show that the transition from CLV to CE is not that straightforward. Although the CLV model is appropriate for managing a single non-replaceable customer, the application of a CLV model to the acquisition and valuation of customers as an ongoing concern for the firm leads to sub-optimal customer relationship
management and acquisition strategies. This leads the firm following a CLV maximization approach to have a smaller and less profitable customer base than one that follows a CE maximization strategy.
Electronic supplementary material The online version of this article (doi:) contains supplementary material, which is available to authorized users.
相似文献
Electronic supplementary material The online version of this article (doi:) contains supplementary material, which is available to authorized users.
Xavier DrèzeEmail: |
6.
Customer satisfaction and customer loyalty is becoming an increasingly important factor in modern retailing—a market characterized by slow growth and intense competition. Big non-European chains such as Walmart are already present in some countries and consider buying some of the retail chains in other countries, e.g. in the Scandinavian countries. This development will demand even more focus on customer satisfaction and customer loyalty in order to stay in business and may also demand that existing actors on the market place form new coalitions. Promising new partners may be identified, partly based upon measures identifying how potential partners are perceived by the customers. Based on results from the European Customer Satisfaction study, a comparative analysis of customer satisfaction in Europe is conducted. Some specific Danish results are shown and the relationship between customer loyalty, supermarket type and ownership structure is studied. The relationship between results after taxes and customer loyalty is documented. 相似文献
7.
Customer experience (CX) and customer experience management (CXM) are key tenets of the presently dominant marketing research and management strategy paradigm. Despite CXM's prevalence, very little research explores its practices and links to company performance. This study tackles a rather elusive challenge for practice and research: how to connect customer experience (management practices) to company profitability. Based on a dataset of over 273 companies with dedicated CX strategies, we explore four different clusters of how companies manage their CX programs. Interestingly, each form of practice leads to a different performance outcome. Thus, our work lays the foundation for linking CXM practices to company performance, emphasizing which practices are more rewarding than others. The present study lays the groundwork for research to further elaborate on the cause-effect relationship between CX and performance and what the next and best CXM practices look like. 相似文献
8.
In an increasingly competitive market, retaining customers is essential for both e-retailers and online shopping platforms. This study focuses on relationship quality as it pertains to repurchase intentions in Ghana. The mediating role of price level is addressed. The results show that customer trust, customer commitment, and customer satisfaction affect price level. Customer trust and satisfaction affect repurchase intention, but customer commitment does not affect repurchase intention. Also, price level mediates the relationship between relationship quality and repurchase intention. Implications of these findings are discussed. 相似文献
9.
Many firms are experiencing difficult times regarding their turnover and profits. What started as a financial crisis soon became a sales crisis. This article offers a definition of market competence — what areas a firm needs to master in order to drive sales — and
a model offering a stable foundation for knowledge sharing, strategizing and executing regarding customers. 相似文献
10.
11.
This research theorizes and empirically examines whether and how educating customers—a brand's efforts to enhance customers' product-related knowledge—affects customer word of mouth (WOM). In two lab experiments across service and retailing contexts, we find that educating customers enhances customers' positive WOM for a brand. Customer satisfaction and perceived expertise mediate this effect. Critically, the positive impact on WOM is stronger for customers who have less prior knowledge regarding the educational topic and are more amenable to knowledge sharing. The current findings add to the literature on customer education and WOM and offer managerial insights for improving brands' WOM campaigns. 相似文献
12.
本文认为,随着网络技术的发展和网络用户的增加,我国C2C(消费者对消费者的电子商务)市场未来的竞争将更加体现在4C(客户、成本、便利、沟通)之争、物流之争和诚信之争上,但归根结底是用户之争。作为一种商业行为,C2C运营商还需不断完善技术,创新服务,在为客户创造更多价值的同时增强自身的竞争力。只有以客户为中心,致力于客户关系的有效管理,为用户提供更多的增值服务,才能真正赢得市场。 相似文献
13.
Floris Vogelaar 《Intereconomics》2002,37(1):19-27
Conclusion From both the Commission's explanatory comments to the proposal for the new “Regulation 17” and the new approach towards horizontal
co-operation agreements as witnessed in the Guidelines and the two group exemption regulations, it seems abundantly clear
that the Commission holds the view that the time is not yet ripe for an overall safe harbour approach for horizontal co-operation
agreements. That being the case, there would have been no objection—if only for an intermediate step and until the moment
that the horizontal market would be ripe for an overall safe harbour approach—to the introduction of a notification system
for such horizontal agreements similar to the one applicable for vertical restraints by virtue of Regulation 1216/1999.47 This would have considerably alleviated the Commission's workload as far as reducing the number of and dealing with notifications
is concerned. If this system had been combined with the sharing of the exemption powers by the Commission with the NCAs—which
would have been a truly appropriate and proportional signal regarding the application of the principle of subsidiarity—this
would have left the complicated economic assessment under article 81(3) where it belongs, i.e. with the administrative authorities
that would be best placed (and trained) to perform this task. The national courts could then continue to concentrate on their
tasks as defined by the ECJ in Delimitis, with the result that these institutions would also be doing exactly that for which
they are best placed and trained, i.e. the application of the legal norms provided for in article 81(1) and (2) and article
82. The proposals of the Commission are deemed to be premature—at least in the view of this author—in the light of the forthcoming
enlargement of the EU, the enforcement puzzles as described above, the monitoring of the cohesion of Community competition
law and all the problems of training that come with it. The Commission's workload is likely to increase as a result of all
this, and not just for an intermediate period of time but expectedly forever. 相似文献
14.
Siddharth S. Singh Sharad Borle Dipak C. Jain 《Quantitative Marketing and Economics》2009,7(2):181-205
Measuring customer lifetime value (CLV) in contexts where customer defections are not observed, i.e. noncontractual contexts,
has been very challenging for firms. This paper proposes a flexible Markov Chain Monte Carlo (MCMC) based data augmentation
framework for forecasting lifetimes and estimating customer lifetime value (CLV) in such contexts. The framework can be used
to estimate many different types of CLV models—both existing and new. Models proposed so far for estimating CLV in noncontractual
contexts have built-in stringent assumptions with respect to the underlying customer lifetime and purchase behavior. For example,
two existing state-of-the-art models for lifetime value estimation in a noncontractual context are the Pareto/NBD and the
BG/NBD models. Both of these models are based on fixed underlying assumptions about drivers of CLV that cannot be changed
even in situations where the firm believes that these assumptions are violated. The proposed simulation framework—not being
a model but an estimation framework—allows the user to use any of the commonly available statistical distributions for the
drivers of CLV, and thus the multitude of models that can be estimated using the proposed framework (the Pareto/NBD and the
BG/NBD models included) is limited only by the availability of statistical distributions. In addition, the proposed framework
allows users to incorporate covariates and correlations across all the drivers of CLV in estimating lifetime values of customers.
Electronic supplementary material The online version of this article (doi:) contains supplementary material, which is available to authorized users.
相似文献
Electronic supplementary material The online version of this article (doi:) contains supplementary material, which is available to authorized users.
Siddharth S. SinghEmail: |
15.
Customer channel switching behaviour in the digital revolution is becoming more complicated and difficult to comprehend. This study follows the interpretative approach to examine customer intention behind channel switching behaviour and the customer experience during the channel switching journey in the omnichannel context. To explore the phenomenon, we conducted twenty-three in-depth interviews and four focus group discussions with millennial customers of electronic goods omnichannel retailers. We found two new reasons for channel switching—the influence of social groups and perceived self-efficacy of the switching behaviour. Key factors affecting channel choices during switching are product attributes, trust/perceived uncertainty, social influence, customer characteristics, review culture, and time constraints. Customers expressed mixed emotions during the journey, which affected their choices during channel switching. We further proposed a framework to explain channel switching behaviour under the social cognitive theory. The study furthered the reasons for channel switching and the customer experience during switching. To the best of our knowledge, this study is pioneering, in examining the phenomenon in the omnichannel retailing context. Based on the findings, the study provides suggestions to enhance customer experience optimisation and retention strategies for omnichannel retailers. 相似文献
16.
There is a growing awareness in many EU member states that business taxation solely on the basis of “taxable profits” enables,
in particular, multinational companies to avoid paying taxes, with negative consequences both for tax revenue and—in the longer
run—also for the stability of the economy. The following article proposes the taxation of all compensation of capital—not
only profit for equity, but also interest for outside capital and licence fees for outside rights—at the site of production. 相似文献
17.
Ronald Schettkat 《Intereconomics》2010,45(5):297-304
“Natural rate theory” — the application of the efficient market hypothesis to labour markets — has guided economic policy
since the 1970s and laid the foundations for the design of major European institutions in the 1990s. Unfettered markets were
declared to be stable, and consequently public policies and regulations were regarded as distortions. This led to a division
of labour in which central banks were responsible only for price stability, governments for labour market reforms and unions
for low wages. The European discussion focused almost exclusively on labour market reforms to reduce unemployment. Against
the background of the recent dramatic drop in economic activity, this paper confronts natural rate theory with actual economic
trends and argues that the predictions of the theory hardly fit the facts. 相似文献
18.
Robert H. Wade 《Intereconomics》2012,47(5):304-306
The UN Conference on Trade and Development (UNCTAD) has a long history of intellectual independence. This article details how Western countries tried to marginalise the organisation and its work — which is often critical of Western powers — during the 2012 UNCTAD conference. While developing countries were able to mobilise and partially beat back these attempts for now, the organisation’s ability to contribute to global macroeconomics remains under threat. 相似文献
19.
Edna T. Loehman 《Group Decision and Negotiation》2009,18(4):349-368
This paper develops the notion of voluntary cost-sharing as a paradigm for ameliorating pollution: polluters and sufferers
can choose to share the costs of pollution abatement and participate together in reducing pollution. If both polluters and
sufferers each care about the state of the environment but have limited resources, the issue is one of optimality: a better
level of environmental quality could be achieved if polluters and sufferers in a locale share costs of abatement. An example—nitrogen
pollution due to fertilizer for food—is used to demonstrate that a preferred outcome can be obtained with cost sharing among
polluters and consumers as compared to a “Polluter Pays” outcome. Input taxes and ambient subsidies or taxes are also relevant
policy tools with cost-sharing. 相似文献
20.
Drawing on experiential marketing theory, This study examines the relationship between casino customers’ experience with automated games and their engagement and loyalty responses to casinos. Social interaction as a proxy of visiting motivation is modelled as a moderator in the relationship. Customer behaviours include word-of-mouth, visiting frequency, and average spending. The study focuses on Australian land-based casino members with automated game experience. The results show that customer experience with some features of automated games had a positive and significant impact on customer engagement with the casino, which led to positive loyalty. Automated game experience also had an indirect effect on customer loyalty. Social interaction exhibited a significant moderating effect on the relationship between customer engagement and visiting frequency. Discussion and implications of these findings for the literature and practitioners conclude the paper. 相似文献