基于风险函数的顾客流失预警机制应用研究

本文依据客户关系管理中顾客保持与顾客流失风险函数的相关原理,针对企业营销过程中极为困扰的顾客流失问题进行研究,构建顾客流失预警机制并据此对企业的顾客进行分类与影响顾客流失的因素进行分析,为防止顾客流失、提高顾客的忠诚度提出了相关措施。     

顾客流失原因的分析

顾客流失直接影响商业企业的经济效益。企业对于老顾客或忠诚顾客的有效管理，日益成为管理人员面临的挑战，顾客流失行为导致的因素十分复杂，不能一概而论，分析顾客流失的原因是顾客保持中非常重要的一环。     

以顾客满意为对象的顾客流失控制系统研究

顾客是企业生存的根本。某种程度上企业拥有的顾客多，销售额相对大，企业拥有的老顾客多，利润额相对大。但是现有的理论尚不能对企业形成有效的指导，使之可以构建一个系统的，可操作性强的控制体系。对此，基于理论分析，以顾客满意的分类方法，构建以顾客满意为目标的顾客流失控制系统，可以达到提高顾客满意度，控制顾客流失的目的。     

窗口服务型企业的过程管理探讨

＂只要结果,不问过程＂是企业管理中管理者们常常提及的一句话。但事实上,企业生产和服务过程的好坏却直接影响到结果和效益,过程管理同样是企业管理者不容忽视的重要问题。特别是在窗口服务型企业中,顾客互动式的参与到企业的生产和销售中来,过程管理显得更加重要。文章从窗口服务型企业的视角入手,以有效提升企业服务水平和效率为目标,重点阐述顾客满意度与服务过程管理之间的关系,服务过程管理的内容和措施,以及服务过程管理的延伸运用三方面内容,并针对服务过程管理的内涵,提出＂服务资源的有效配置、服务流程设计和服务接触管理＂三项过程管理措施。     

浅谈企业、员工、客户三者协调有序实现共赢——以物流企业为例

随着社会的不断发展和管理科学的不断进步,今天的企业管理内涵已经不同于以前的单纯的生产管理,品牌管理、顾客关系管理、服务管理等以＂顾客为导向＂的管理技术成为了当今企业管理的重要内容。在企业出现问题时我们怎样有效的处理问题,是企业员工的基本素质,只有快速解决处理,企业才会健康的发展。企业处理问题的能力是衡量公司好坏的标准。尤其是在面对顾客提出各式各样问题时,我们如何有效的处理。另一方面,企业在选择员工的同时也要兼顾素质的要求,企业员工必须有对工作有良好的积极性,不然工作生活会出现很多问题。再一方面快速解决顾客的问题是十分重要的,取得不了客户的信赖是发展的一大阻碍。在综合所有的企业、员工客户三者关系的情况下做到满意度的提高,也就是我所说的共赢,协调他们的关系是问题的重点。     

快乐服务从关注员工需求开始

随着现代人对生活质量要求越来越高,人们对零售商业的服务质量要求也具有更高的期待,而直接为顾客提供服务的一线营业员,他们的服务质量是否良好直接影响到企业的口碑和顾客满意度。因此,企业对员工服务质量的要求也相应越来越高,从以前提出的＂规范服务＂到＂主动热情＂、＂微笑服务＂再到现在的＂快乐服务＂,体现着企业管理上的高标准严要求,其最终目的就是提高顾客满意度。＂     

零售企业的顾客流失分析

顾客流失是指本企业的顾客由于种种原因转向购买其他企业产品或服务的现象.由于当今市场竞争的白热化及顾客购买行为的个性化,许多企业管理者都把这种流失看成是自然现象,对其视而不见.事实上,顾客流失不断损耗着零售企业的人、财、物力.不重视对顾客资源流失原因的分析和改善往往是一个成功企业逐渐丧失竞争优势的开始.当新顾客的增长无法保证企业发展的需要时,企业才会发现顾客流失对企业来说是一个多么重要的问题.     

运用顾客金字塔模型有效管理顾客

我国已有一些企业转变经营思想,以"顾客"为中心,并已取得一定的绩效。然而,目前我国众多企业尚未能做到对顾客实行有效管理。有必要以顾客金字塔模型为指导,提出如何对顾客分类管理的措施,从而对核心顾客和非核心顾客分类进行管理。     

基于顾客导向的网络顾客粘性行为形成机制研究

在网络环境下,顾客的流失风险逐渐加大,网络零售商需要强化顾客导向理念和措施。本文基于顾客关系管理理论,以网络零售商为研究对象,构建了顾客导向与顾客粘性之间的关系机制模型,指明了网络零售环境下,顾客粘性行为的形成路径,为网络零售实践提供了有效的理论指导。     

顾客抱怨管理——企业质量管理体系的“插件”

在体验营销时代,顾客抱怨是任何一个企业都难以避免的,面对抱怨,有的企业流失了大量的顾 客,有的企业却赢得顾客忠诚。抱怨管理作为CRM(顾客关系管理)的重要一环,成为企业质量管理 体系的一个重要“插件”。正确处理顾客抱怨有着化腐朽为神奇的力量。     

Modelling and Investigating the relationship of after sales service quality with customer satisfaction,retention and loyalty – A case study of home appliances business

After sales services (ASS) are activities that take place after the purchase of the product by customers and are devoted to supporting customers in the use and disposal of goods. ASS can create sustainable relationships with customers and contribute significantly to customer satisfaction. The purpose of this study is to evaluate the ASS quality by measuring the level of customer satisfaction (CS), customer retention (CR) and customer loyalty (CL) through the SERVQUAL dimensions comprising of ASS attributes and also to check which such ASS-based dimensions of SERVQUAL needs to be focused more on improving the quality of ASS with the consideration of firms involved in manufacturing the home appliances. For this purpose research models were proposed to examine the influence of ASS attributes on CS, CR and CL for three different products such as Gas Stove, Water Purifier and Mixer Grinder from the home appliances sector and tested by multiple regression analyses on data collected through the structured survey questionnaire, with a five-point Likert scale. The study has demonstrated the application of multiple regression analysis in studying the influence of ASS attributes on CS, CR and CL, and the results of the study have helped in analysing the performance of the case companies so as to devise suitable strategies in improving CS, CR and CL.     

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.     

售后服务质量、顾客满意度及其行为意愿——基于“家电下乡”政策背景下农村顾客的实证分析

在对售后服务质量和顾客行为意愿进行维度划分的基础上,本文以我国"家电下乡"政策背景下购买过家电产品的农村顾客为研究对象对上述问题进行了深入分析。结果发现,送货质量与安装质量对顾客满意度的积极影响显著;顾客满意度高对保持关系意愿有着积极影响;保持关系意愿对顾客重购意愿和推荐意愿有着积极影响;顾客重购意愿对推荐意愿的积极影响不显著。最后,对本文的研究结论、启示与不足进行了阐述。     

Brand defection in a business-to-business financial service

This research examines the reasons for brand defection in a business-to-business financial service. Three cross-sectional studies examine customers who ceased using a brand in the previous month. The research shows that about 60% of brand defection occurs for reasons that brand managers cannot influence, such as business closure or head office decisions. Hence, retention strategies can have a maximum success rate of 40%. Furthermore, most defection within this 40% relates to dissatisfaction with fees and charges, or the attractiveness of competitors' offers. These reasons limit what brand managers can do to retain these customers other than just matching competitors' offers. On the other hand, most customers who defect because of price issues or reasons beyond management control still have a positive attitude towards their former brand and are likely to consider this brand for future purchases. Only 4% of lapsed customers defect because of service service-related issues. These customers are less positive about their former brand, compared to other lapsed customers. The research provides implications for investments in customer acquisition versus customer retention.     

服务质量构成要素对顾客满意影响力差异研究--现有顾客同潜在顾客间的比较

本研究通过对银行服务业现有顾客样本和潜在顾客样本的比较分析发现:两种不同类型的顾客样本分析结果都显示服务互动质量和结果质量要素对顾客满意都有显著正影响,顾客满意对(重复)购买或口头传播等行为意向有积极效应。物理环境质量对顾客满意的显著影响效应只是在潜在顾客样本中发现,而在现有顾客样本中并不显著。现有顾客样本的分析结果显示三方面服务质量要素对顾客满意的影响力是有显著差异的,而对于潜在顾客样本,三方面的服务质量要素对顾客满意的形成所起的作用没有显著差别。     

Relationships and impacts of service quality,perceived value,customer satisfaction,and image: an empirical study

In today's world of intense competition, satisfying customers is only the base line and may not be sufficient for survival. Management should focus on gaining customer loyalty by enhancing customer perceptions of service quality and increasing as perceived by the consumer value. Although previous studies have addressed the importance of service quality, satisfaction, perceived value, and image, the precise nature of the relationships that exist between these constructs and the understanding of their effect on customer behaviour still remains a key issue. This empirical study seeks to understand the relationships that exist between service quality and perceived value and how they impact customer satisfaction, corporate image, and behavioural intentions. The proposed model indicates that delivering high quality service and creating superior customer value can result in achieve high customer satisfaction, thus effecting the firm's corporate image, and ultimately leading to consumer retention.     

Congruence in the assessment of service quality between employees and customers: A study of a public health care delivery system

Using social information processing theory, we examined the congruence between employee and customer assessments of organizations' service quality. The setting was a public health care delivery system. Contrary to expectations, employee assessments of service quality were lower than those of their customers. Also unexpectedly, employees with professional training had less congruent assessments than other employees. As expected, employees with longer tenure and those in departments with stronger customer service work climates had more congruent assessments relative to their customers. The results have implications for both management theory and for managers interested in developing customer-centered organizations.     

Salesperson's listening in buyer–seller service relationships

Research has consistently shown that salesperson's active listening behavior leads to strong sales performance. Yet the influence of management policies on listening has received very limited attention, and prior research linking listening to customer retention has led to mixed findings. This study examines how listening is enhanced through control systems and the influence of listening on customer retention in a service context. Dyadic data from salespeople and their customers show that a behavior-based control system (measured as a second-order construct) positively influences listening and the salesperson's customer orientation totally mediates the influence of listening on customer commitment to the salesperson and loyalty to the service company. Our findings indicate that listening is a necessary but not sufficient condition for assuring relationship development. More specifically, customer orientation is the generative mechanism through which listening is able to influence customer retention. Theoretical and practical implications are discussed.     

The interrelationships among service quality,customer satisfaction,and customer loyalty: Examination of the fast-food industry

The purpose of this study was to use customers’ perspectives to develop a conceptual model for improving service quality and enhancing customer satisfaction and loyalty. The 197 samples were selected from customers of leading fast food franchise enterprises in Taiwan. The research results indicate that service quality positively influences customer satisfaction and customer loyalty. Service quality positively influences customer loyalty through customer satisfaction. The research findings indicate that managers need to ensure they have efficient service quality to enhance customer satisfaction and customer loyalty levels.     

Leveraging employee emotional intelligence in casino profitability

Drawing on the link between service quality and casino profitability, this paper describes the roles of frontline employees in delivering casino service quality and analyses how management can nurture employee emotional intelligence's (EEI) contribution to casino revenue growth. This study is conceptual in nature. The analysis builds from identifying the emotional contents embracing service encounter involving casino frontline employees and customers. The identification area approaches from emotional work performed by employees, referred to as emotional labor, the emotional service delivered by casinos, customer attributed emotions and emotional contagion. The study comprehensively analyses how EEI can manage and regulate emotionally charged service encounters which subsequently affect customers’ perception of employee behaviours and service performance over service encounters. These encounter performance forms customers’ perception of casino service quality which leads to customer loyalty and ultimately casino profitability. This theory-focused study presents an additional venue with great potential for casinos to enhance business performance and financial growth, as well as providing new insights into the role of EEI in organizations for researchers in the relevant field.