基于顾客忠诚的中小企业客户关系管理实证分析

中小企业与大企业在资金、人员以及组织机构等方面的不同 ,因此实施客户关系管理的过程与大企业也有所差别。本文是在对浙江中小企业客户关系管理实施状况长达一年多调查的基础上 ,详细分析了其现状及存在问题 ,阐述了供中小企业参考的基于顾客忠诚的客户关系管理实现策略。     

顾客购后行为与顾客满意的关系及顾客满意度评价

顾客购后行为是顾客购买决策过程中的重要环节,也是顾客满意的输出变量。以情感理论为依据,分析研究了顾客购后行为与顾客满意的关系,并针对顾客满意评价中存在的问题,从逆向角度提出以顾客购后行为评价顾客满意度的思路     

Customer Satisfaction

Abstract

Customer satisfaction, the cornerstone of the marketing concept, has been the subject of considerable research. Since 1970 over 15,000 academic and trade articles have been written on the subject. Salespeople, frequently the primary link between the company and the customer, have the opportunity to deliver/improve customer satisfaction. It is not surprising therefore that organizations seek to maximize salesforce performance and resolve customer complaints. However, attaining optimal performance is hindered by dysfunctional salesperson behavior and low levels of customer satisfaction. Research that improves our understanding of the critical roles salespeople and sales managers play in determining customer satisfaction is needed. A proposal that ties the theoretical gaps in the communication processes with the salesperson's role in affecting customer satisfaction is presented.     

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.     

基于服务公平性的顾客满意感与忠诚感关系—面向武汉酒店业的实证研究

在高度竞争的市场环境中,赢得顾客并与顾客维持长久关系是非常重要的,而这种长久关系的建立在很大程度上是以顾客满意为基础的。因此,如何提高顾客满意度、培育和维系忠诚的顾客群体是现代企业生存和发展亟待解决的重要课题。本论文提出了一个包含服务公平性、顾客感知质量、顾客感知价值、顾客满意感和顾客忠诚感概念模型及18项相关研究假设,并在武汉市20家酒店展开了问卷调查．最后采用规范的、科学的实证研究方法对此概念模型和研究假设进行了检验。     

绩效评估标准:应该采用客户满意度还是忠诚度

<正>在为委托方进行客户满意度测评的过程中,许多客户经常会提出下列问题:1.到底我们应该采用满意度指标还是忠诚度指标作为KPI的指标?     

顾客满意与顾客忠诚

为了获得顾客忠诚,企业必须寻求顾客的满意,怎样才能使顾客满意,并在顾客满意的基础获得顾客的忠诚,是企业的实践探索。从概念入手,从理论上对顾客满意及相关问题:顾客满意与顾客价值、顾客满意与顾客质量、顾客满意与顾客忠诚进行细化研究,并力求对实践的指导。     

内部营销与顾客满意关系的实证研究(英文)

为了确定内部营销、员工满意、服务质量和顾客满意之间的因果关系,本文在文献研究的基础上构建了内部营销—员工满意—服务质量—顾客满意关系模型,并以35家商业银行的员工和顾客为实证样本,采用因子分析、回归分析检验了模型的假设关系。     

品牌信任、顾客满意及关系承诺

基于消费者认知与情感层面,可从消费者与品牌的互动关系入手,将品牌信任划分为转移信任、经验信任两种类型。数据分析表明,对品牌信任的这种新划分存在于消费者与品牌的交互过程之中,不仅具有合理性,而且具有深远的理论意义。数据拟合分析结果表明,转移信任对顾客满意的直接作用非常明显,转移信任能够引起顾客满意,同时顾客满意对经验信任的作用也非常强,顾客满意能够导致经验信任。关系承诺与顾客满意度及经验信任之间存在因果关系,但也会受到其他因素影响,因此即使消费者对品牌产品满意或获得了经验上的信任,也不一定会长期使用或推荐某个品牌的产品。鉴于此,为更好地建立、发展并保持消费者与企业间的长期关系,改善品牌管理方面存在的不足,企业要适时调整营销战略与策略。一要重视消费者转移信任的建立,关注实质的产品质量与服务,关注顾客需求,为顾客解决消费过程中出现的问题,通过建立企业品牌信任,提高顾客满意度;二要培养具备专业知识的业务人员,为消费者提供准确而有价值的产品信息,赢得消费者信任,强化企业与消费者之间的关系,维持企业与顾客之间的长久关系;三要选择有效的途径进行品牌传播,举办吸引消费者参与的活动等,从建立品牌信任开始进行新产品、新品牌的市场开拓。     

论现代企业的顾客满意观和顾客资产观

“顾客满意观”和“顾客资产观”都产生于顾客导向时代 ,然而两者的内涵不尽相同 ,“顾客资产观”不是对“顾客满意观”否定而是对其拓展和提升 ,是一种追求可持续顾客满意和企业各利益方共同满意的新观念 ,且两者适用于不同的情境。     

客户满意度调查指标设计与分析

<正>近几年来,客户满意度成为许多公司和机构进行市场调查的一个重要方面,提高客户满意度已成为许多公司的主要营运指标,然而由于满意度指标设计的不准确和分析方法的贫乏,结果却难以得到关于改进产品和服务,提高客户满意度的有价值的结论。满意度指标确定和分析应用已成为进行客户满意度调查的关键和难点。     

顾客时间满意度

时间知觉是时间属性在人们心理上的综合性反映。客观的时间具有连续性和均匀性,但主观的时间知觉具有非连续性、非均匀性。在消费过程中,消费者对于时间的知觉与体验会产生不同程度的满意度,称为时间满意度,它是构成满意度体系的重要组成部分。时间满意度受多种营销因素的影响,时间满意度类型分为可用服务时间满意度、服务流程时间满意度与商品享受时间满意度三种类型。经营者控制好相应的经营策略会提高消费者的时间满意度.     

The Relative Effects of Relationship Quality and Exchange Satisfaction on Customer Loyalty

ABSTRACT

This paper addresses two key questions on how supplier firms can better manage industrial buyers to create higher loyalty. The first involves whether to focus on relationship quality or exchange satisfaction. This dual route model towards enhancing loyalty in essence is concerned with comparing the relative strengths of the effect from relationship quality to loyalty and from exchange satisfaction to loyalty. The second point of interest pertains to whether the effects from relationship quality and exchange satisfaction to loyalty are moderated by environmental conditions such as switching barriers and viable alternatives. Using data on business customers' ratings of a major information technology provider, we find that the effect of exchange satisfaction on loyalty is significantly greater than the effect of relationship quality on loyalty. We also find that the impact of exchange satisfaction on loyalty is less sensitive and more stable across different levels of switching barriers and viable alternatives. Conversely, the effect of relationship quality on loyalty is more pronounced to such moderating variables in that the effect of relationship quality on loyalty was greater when switching barriers were low and many viable alternatives existed. Implications for marketing theory and practice are discussed.     

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。     

关于顾客满意理论的研究方法

研究方法作为人们研究活动中观念地把握客体的工具,是主体与研究对象之间相互作用的中介和桥梁,它对于研究本身的意义非同一般。顾客满意理论研究方法有四个方面内容:构念的定义方式,建模方法,模型估计方法和测量的效度。     

Customer Satisfaction with Consumption Systems

ABSTRACT

Purpose: This research examines how satisfaction toward a product and its associated services offered together by a single provider jointly affects behavioral intentions toward the provider.

Design/methodology/approach: In this study, empirical tests were conducted using longitudinal data spanning 5 years from a multinational company that offers both products and associated services as part of a consumption system to their customers.

Findings: Results show a joint congruent effect of product and services satisfaction on behavioral intentions is linear and positive. It appears that offering great service cannot compensate for less-than-adequate satisfaction toward the product. The results further highlight decreasing customer sensitivity to improvements in both sources of satisfaction and imply that focusing on too high levels of one type of satisfaction for their customers can actually be counterproductive for firms.

Research Limitations: Our model was tested using the data obtained from a single firm. Future research could test this model with data from multiple firms in various different industries and establish broader generalizability to the findings.

Practical Implications: Findings provide managers with insights on how to allocate resources across product and service spaces and to manage product and services revenues over time. Results also indicate that customer behavioral intention ratings are more weighted on product quality over the service received by them. However, mere improvements in the product cannot provide the highest desired results and therefore quality improvements in the product need to be complemented by improvements in service quality.

Originality/Value: There is a rapid emergence of the phenomenon of manufacturers providing both products and services as an integrated consumption system to their customers. While the provision of both product and service subsystems by the same firm leads to certain synergies, there are obvious costs to the development of new service capabilities and coordination with existing product capabilities. Our research intends to address this issue.     

顾客满意度和市场占有率的关系

<正>在进行顾客满意度研究和测评的过程中,经常会有企业的代表质疑:“你们的测评肯定不准。我们XX产品的市场占有率第一,但是在你们的行业测评中,满意度得分     

零售业顾客满意度测评研究

基于零售业在国民经济中的重要作用,及零售行业的特点,构建了零售业顾客满意度测评指标体系,并运用了定量与定性分析相结合的方法,将较为主观的测评过程模型化、数量化、合理化,以期对零售业顾客满意度进行科学的测量、分析和评价。     

“双因素”理论与顾客满意

“双因素”理论是一种长期以来主要被用于研究企业内部员工工作积极性的激励理论。将该理论运用于企业的市场营销活动 ,通过对营销实践中所存在的问题的分析 ,进一步明确了影响顾客满意的H因素和M因素的关系 ,并对企业如何合理定义HM因素、提高顾客满意度作了一定的探讨。     

Customer Satisfaction in Retail Banking

Professional services firms (PSFs) engaged in international operations present a unique challenge for governments. They directly and indirectly affect governmental policies and the agencies that enforce these policies through policy development, problem solving, and implementation. Yet, governments that seek to advance rational, forward thinking public policy have little, if any, regulatory control over the input and influence of these professional experts. International professional service firms face an increasingly competitive marketplace and complex challenges that demand skill sets that are markedly different from those characteristically required of consumer service companies. This study identifies the qualities of the best performing PSFs that engage clients worldwide. Implications are discussed for governments to ensure the greater public good.