运用CRM提升客户忠诚度的途径探讨

提升客户忠诚度是当前营销领域的一个热点和难点,良好客户服务是提升客户忠诚度的最佳方法。为营造以客户为中心的业务流程、建设客户数据库、完善客户服务、开展客户分析和个性化服务,在CRM支持下提高客户忠诚度的途径,运用CRM中的分析型功能收集、整合和分析客户数据以提高客户忠诚度。     

谈饭店顾客关系的软、硬管理

近年来饭店业的过热增长使得这个行业的竞争焦点由“量”的竞争转变为“质”的竞争,也即从关注市场份额转变为关注忠诚顾客。硬管理和软管理是两种不同风格的管理方式。而如何刺激顾客的重复购买决策,硬管理诉诸于顾客的理性抉择,软管理则侧重培养顾客的情感忠诚。     

基于多情境因素调节的顾客忠诚管理研究

本文以移动通信服务业为对象,通过实地访谈和抽样调查等研究方法,应用SPSS11.0统计软件包,分析不同情境因素调节作用下顾客满意、关系信任和转换成本对顾客忠诚的驱动机制,探讨顾客忠诚的形成机理。研究结果表明,顾客忠诚的形成离不开顾客满意、关系信任和转换成本等驱动因素的直接影响,而在顾客忠诚的形成过程中,这种驱动作用总是受制于产品经验、利益相关性、替代选择性和产品复杂性等情境因素的调节作用。研究结果对我国企业经营者制定顾客忠诚驱动策略和改善顾客关系管理工作具有重要的现实意义。     

A Measurement of Bank Efficiency,Ownership and Productivity Changes in Taiwan

German consulting engineering firms currently face great difficulties in competing in globalised markets. They are comparatively small. This article asks what the reasons for this situation are and whether there are options for political assistance to help the trade – perhaps Germany can learn from other countries – and describes the results of a benchmarking study which compares the situation of German firms with that of companies in the US, UK and France. The factors that may possibly be important for international competitiveness are analysed. The main result of the study is that the present weakness of German consulting engineering is caused by their lack of adaptation to the needs of the new globalised markets. German firms suffer now from the rather good and secure business opportunities which they have enjoyed during the phase of ‘Aufbau Ost’ in eastern Germany in the 1990s. They have somewhat missed the restructuring that became necessary. Hence, German consulting engineering has to do the bulk of restructuring itself in order to become competitive again.     

试论顾客忠诚的影响因素与理论模型

随着市场竞争的日趋加剧和顾客争夺成本的提高,顾客忠诚的形成与维持问题已经成为市场营销理论界与企业界关注的一个焦点。但是,到目前为止,有关顾客忠诚的影响因素及其作用机制研究仍然缺乏。本文基于国外相关文献评述,对顾客忠诚的内涵及其影响因素进行分析,探讨顾客忠诚形成的理论模型及其机制。     

The Relationship between Consumers' Unethical Behavior and Customer Loyalty in a Retail Environment

This paper investigates the relationship between two outcomes of relationship marketing – affective commitment and behavioral loyalty – and consumers' unethical behavior. The main objective of the study is to assess whether affective commitment and behavioral loyalty to a store translate into more ethical behavior towards that store, controlling for the variables of age, gender, and ethical beliefs. The study does not rely on a single measurement tool, but is based on ten months' panel data and three different mail surveys targeted at 359 Belgian households. The results provide support for our hypothesis that affective commitment is indeed negatively correlated with consumers' unethical behavior. The same conclusion could not be drawn for the relationship between behavioral loyalty and consumers' unethical behavior. No significant relationship was detected, not even in situations where affective commitment was high. The results hold major implications for retailing practice.     

Trust,Satisfaction and Loyalty in Customer Relationship Management

SUMMARY

In an attempt to increase customer loyalty amid increasingly competitive business environments, organizations are looking to customer relationship management (CRM) to help provide a solution. In spite of CRM failure rates cited as being as high as 70%, organizations continue to invest hundreds of thousands of dollars on CRM implementations. Attempts of past research to resolve why failure rates are so high have tended to focus on technological factors such as database integration or factors internal to the organization such as system adoption or organizational culture. While these areas are important, reactions of customers may also play a role. This paper uses justice theory to investigate the potential impact that customer involvement in a CRM implementation may have on customer loyalty. Propositions are provided to guide future research.     

Combined effects of franchise management strategies and employee service performance on customer loyalty: a multilevel perspective

Although franchisee performance is likely to be influenced by franchisors’ management strategies, little is known about whether and how franchisors’ strategies affect franchisee employees’ performance. This study examines the combined effects of three franchisor management strategies, namely innovative culture, support services and autonomy on service performance of the franchisee store employees and the loyalty of their customers. Data were collected from a total of 38 employees and 679 customers of 25 franchisee stores. The study employs multilevel analysis on a nested data-set created by matching customer data with employee data for each store. The results reveal that customer loyalty of a franchisee store is positively influenced by the service performance of its employees and the support services received by the employees of the store from its franchisor. On the other hand, it has been found that franchisor management strategy such as innovative culture and autonomy negatively influence customer loyalty of the franchisee store. The paper discusses relevant theoretical and managerial implications of the findings.     

客户作业成本法在客户关系管理中的运用

不同客户给企业带来的利润不同 ,客户间存在的明显差异 ,传统的成本核算方法以产品为导向设计 ,不能识别这种差异 ,不适用于客户关系管理。客户作业成本法以客户为导向 ,采用作业成本法核算客户成本 ,有助于更好的进行客户关系管理 ,帮助企业牢牢抓住最主要的客户。     

Customer Service Employees

ABSTRACT

In Singapore, the Company Act requires every company to have an audit every year regardless of the cost and whether the directors and shareholders want one. As there are many professional accounting firms competing for the audit business of these companies, it has become essential that these accounting firms must strive to ensure that their clients are satisfied with the services provided. This paper reports a survey of 1.96 companies with headquarters in Singapore, Japan, Europe and the United States. The survey revealed the reasons for choosing a particular audit firms and the reasons for staying with them. A modified version of the SERVQUAL scale developed by Parasuraman was used to measure both the expectation and performance of service quality. A gap analysis was also carried out to determine the differences.     

Customer Selection and Prioritization

Abstract

That a firm benefits most when customers stick around for the long haul is a central premise of relationship marketing. This conviction has manifested itself over the past decade in the form of numerous formal loyalty programs that aim to seek and foster customer relationships. Scant evidence for the success of such programs has accrued since. This has lead firms to re-evaluate their investments in customer relationship management. Optimal resource allocation models address issues of relative investments in customer acquisition versus retention, and on managing relationships with profitable customers so that the value of a firm's customer base is maximized.     

Does online relationship marketing enhance customer retention and cross-buying?

One characteristic of online consumer behavior is the low cost of searching for alternatives. Therefore, customer loyalty is more difficult to achieve in the online context than in the offline one. Although studies have discussed the effectiveness of relationship marketing, nearly all studies examining such constructs have been in the context of ‘offline’ consumer behavior. With regard to the ‘online’ context, the integration of Internet technology with the customer loyalty concept is rarely discussed in the relationship marketing literature. Furthermore, empirical research that integrates the actual purchase behavior of customer retention and cross-buying is relatively sparse. In response to this, the current study develops and empirically tests a model that examines the relations among relationship-bonding tactics, perceived relationship investment, perceived relationship quality, customer loyalty, customer retention, and cross-buying. Using survey data from 766 online customers of a securities corporation, the results demonstrate the effectiveness of relationship marketing as it positively influences online customers' perception, then their loyalty, and ultimately, their actual purchase behavior.