社交网络环境下基于网络口碑影响力的客户价值评价

社交网络环境下消费者网络口碑影响力的作用日益凸显,针对传统RFM模型进行客户价值评价仅仅考虑客户购买为企业带来的直接价值的局限性,本文提出将口碑发送者的口碑影响力作为客户的间接价值,利用问卷调查和SPSS进行的效度分析、信度分析、相关分析、回归分析确定间接价值的影响因素。研究发现：发送者与接受者的社区同嗜性、发送者与接受者之间的关系强度、发送者的专业性以及发送者亲和力与发送者的间接价值显著正相关。文章根据分析结果构建基于RFM模型进行改进的客户价值评价RFM-WOM模型,最后针对分析结果给出企业进行客户分析的启示。     

客户终身价值计量模型研究述评

客户终身价值是企业客户识别和客户关系管理的核心，对于客户终身价值的重要性，学术界和企业界已基本达成共识，并对此开展了大量研究。本文从客户终身价值的计量模型出发，回顾了客户终身价值的交易背景，阐述了主要客户终身价值计量模型，探讨了当前研究的不足以及未来可能的研究方向，并对模型的应用情况进行了总结。     

客户终生价值的内涵及应用

客户终生价值(CLV)研究虽然处于发展初期,但是却为企业确立客户关系管理提供了分析思路。本文就客户终身价值对企业战略的影响、客户终生价值的驱动因素和关键成功因素进行了深入的分析,引入了保健因素和满意因素概念,并就客户关系纽带中属于保健的因素和属于满意的因素做了分析,指出企业必须识别客户关系纽带的类型,从而降低客户不满意因素和进而提高客户忠诚度。     

基于推荐效应的客户终身价值分析

本文分析了客户终生价值的组成和影响因素,并在客户终身价值模型的基础上,考虑了客户推荐价值的作用,提高了预测客户价值的准确性。     

客户潜在价值分析

在总结了客户终身价值预测模型存在的问题后,扩展了客户潜在价值的概念,分析了客户潜在价值的影响因素,指出客户终身价值的概念及其预测模型难以成为企业进行客户关系管理、营销策略制定、企业资源分配决策的有效依据。     

动态变化下的客户期望管理策略

满足客户期望是增强企业核心竞争力的重要手段。客户期望往往难以准确把握,一旦形成,难以降低。客户的期望可能会在不同期望之间互相转化,在消费决策过程中也会不断变化,社交工具的出现也使得期望呈现动态变化。影响客户期望的因素包括法律政策、企业自身宣传、可替代品、客户的知识水平、客户的自身经验、口碑效应。企业应学会控制客户期望,加强产品迭代速度,加强品牌影响力,开展知识营销,控制信息传播,以开展有效的客户期望管理。     

浅析顾客价值管理中客户资产价值的提升

客户资产是集体客户基础上的综合终身价值。客户价值管理是从客户关系管理基础上提出来的,其成为增强企业核心竞争力的关键。本文从对客户资产价值的认识出发,探讨了企业提升客户资产价值的方法。     

客户价值评价研究现状分析

通过单个时点上的客户价值和客户终身价值的研究可以完整的描述客户对于企业的价值贡献,本文介绍了几种相关的客户价值评价方法,讨论了现行客户价值评价方法中存在的问题,分析了客户忠诚的重要性,指出了未来可能的研究方向。     

移动通信行业客户投诉影响因素的实证研究

对于从事移动通信服务的企业来说,服务失误是不可避免的。服务失误会导致客户的不满意。当客户对服务不满意时,他们可能采取的后续行为有,将其不满意的经历告诉其他客户,形成不良口碑传播：向提供服务的企业或其他部门投诉;不再购买企业的服务或产品。服务行业的客户投诉是指客户在接受服务的过程中,由于服务质量因素或当客户的权益受到损害时,向企业或其他有关部门提出自己的意见和要求的行为。     

基于不同结构变量的电信行业客户持续满意度（TCSSI）模型

一、TOSSI模型 我国电信行业发展至今,运营商企业已经把追求客户满意作为企业发展的核心价值,为了准确量度客户满意情况,找出企业优劣,从而提高核心竞争力,企业不断探寻最优的客户满意度测评方法,到如今已经形成了一些较为成熟的测评模型,如ACSI模型,TCSI模型等。     

Customer Divestment

SUMMARY

Customer lifetime value (CLV) models are designed to identify high-value customers to be retained. By implication, the remaining customers must be divested. This aspect of CLV management, customer divestment, has not been addressed in research. In this paper we describe the process of customer divestment, report a framework enabling firms to implement customer divestment (Mittal, Sarkees, and Murshed, 2006), and identify key issues associated with the customer divestment process. In doing so, we formulate some key research questions and an agenda for future research.     

Customer Lifetime Value as the Basis of Customer Segmentation

SUMMARY

In this article, we examine current trends in customer life-time value and customer segmentation models and identify key issues for future research. CLV-based segmentation is a segmentation approach that groups customers into meaningful segments based upon customer lifetime value and (potentially) other factors. In the article, we discuss the extent to which CLV-based segmentation meets the criteria for effective segmentation. We also identify six areas for future research: (1) models and management of “micro-segments,” (2) using CLV-based segmentation to improve the efficiency of marketing programs, (3) the need for more dynamic CLV-based segmentation models, (4) applying CLV-based customer segmentation to new products and new customers, (5) challenges associated with implementing CLV-based segmentation, and (6) the need for new models that enable firms to segment customers by response to marketing activities and CLV at different points in the customer decision process.     

顾客终生价值在CRM绩效管理中的作用

从顾客终生价值 (CustomerLifetimeValue ,CLV)的定义、计算公式和测量步骤 ,可以看出CRM绩效管理的核心目标是使企业的顾客群的顾客终生价值最大化。同时 ,任何企业中都存在顾客价值创造的五个杠杆 ,但是对于不同的细分市场 ,为了使潜在的价值创造最大化 ,应该不同地混合使用这五个杠杆。     

For New Customers Only: A Study on the Effect of Acquisition Campaigns on a Service Company's Existing Customers' CLV

This study examines the effect of attractively priced acquisition campaigns on retention intention, and subsequently CLV, of existing customers. The main finding is that customers who are aware of the acquisition campaigns both have a significantly higher intention to stay and do actually stay longer than do customers who are unaware of these campaigns. However, since CLV is not only influenced by retention intention but also by revenues and costs, it is found that aware customers do not have a significantly different CLV than do unaware customers. The inclusion of attractiveness of the offer as an additional explanatory variable results in a positive effect of campaign attractiveness on retention intention, i.e. if the customer thinks the acquisition campaign is attractive, the retention intention will be higher. However, the effect that is found for intention cannot be directly translated in actual behavior.     

浅论服务业顾客满意

目前,顾客满意受到了前所未有的重视,赢得更高的顾客满意度正成为许多公司的经营目标之一,对于顾客接触最多的服务行业,满意的顾客更是企业财富的源泉.根据对顾客满意形成机理和各国满意度指数的研究,企业提升顾客满意度,实施顾客价值分析、顾客价值创新、顾客满意监控等战略,以增强企业的市场竞争力.     

零售商品牌资产管理策略体系构建——基于多维理论视角的探讨

零售商品牌资产的管理和创建是零售企业获取持续竞争优势的关键,但关于零售商品牌资产管理策略的理论指导并不系统和丰富。因此,本文从零售商品牌营销管理、顾客情绪管理、顾客体验管理、顾客关系管理、顾客忠诚管理5个多维理论视角,对零售商品牌资产管理的策略体系进行了构建,以期为零售商品牌资产的创建过程和途径提供丰富的管理视野与思路。     

大型零售商场顾客忠诚驱动因素实证分析——以杭州市为例

制定与实施顾客忠诚管理策略,为顾客提供综合性、差异化的服务,履行高度的顾客承诺,是大型商场保持与顾客长期、双向互动关系的重要保障。本文以规范分析和实证研究相结合的方法分析顾客忠诚的影响因素,构建大型商场顾客忠诚的基本驱动因素模型,选取杭州四大商场为数据采集对象,实证检验各种影响因素对大型商场顾客忠诚的影响,并提出了提高大型商场顾客忠诚度的相应策略。     

CLV

SUMMARY

It is becoming increasingly clear from the literature that there is a need for a metric that can objectively measure future profitability of the customer to the firm. This paper traces the emergence of such a metric—the customer lifetime value (CLV) and discusses the two measures of computing CLV—the aggregate approach and the individual level approach. Subsequently, eight strategies that are available to firms for maximizing CLV are discussed. These strategies assist firms in deciding how to: select the best customer, make loyal customers profitable, optimally allocate the resources, pitch the right product to the right customer at the right time, link acquisition and retention to profitability, prevent customer attrition, encourage multi-channel shopping behavior, and maximize brand value. Each of these strategies was successfully implemented by different firms across various industries, resulting in significant increases in the bottom-line. Further, the challenges in implementing a CLV-based framework in a B-to-C organization are also discussed with an illustration.     

客户粘性的经济后果研究：基于供应商授信视角

供应商授信是企业融资的重要方式之一，本文以2013-2018年A股上市公司为研究样本，深入考察客户稳定性对企业供应商授信的影响及其作用机制，研究结果表明：(1)企业的客户稳定性越强，获得供应商授信的额度越多。该结论在采用工具变量法、倾向得分匹配法和替代变量等一系列稳健性检验之后依然成立。(2) 作用路径识别发现，企业经营业绩、信息环境和审计意见对客户稳定性与供应商授信的关系具有部分中介效应，其中企业经营业绩传递了约12%的客户-供应商的授信效应；信息环境传递了约5%的客户-供应商的授信效应；审计意见传递了约91%的客户-供应商的授信效应。(3)异质性检验发现，当企业所在地信任度较低、法制环境较差时，客户稳定性对企业供应商的授信额度影响更为明显。     

A Partially Hidden Markov Model of Customer Dynamics for CLV Measurement

Customer lifetime value (CLV) measurement is challenging as it requires forecasting customers' future purchases. Existing stochastic CLV models for this purpose generally make the following assumptions: 1) purchase behavior of customers can be described by purchase frequency and the average monetary value of transactions, 2) customers keep the same purchase behavior pattern over time, 3) purchase frequency and monetary value are independent, and 4) customers are active during a limited period of time after which they permanently defect. We develop a new stochastic model that relaxes these four assumptions. First, in addition to the number of transactions and its monetary values, we also model purchase incidence decisions (i.e. whether or not to purchase). Second, our partially hidden Markov truncated–NBD-GG (PHM/TNBD-GG) model allows dynamic purchase patterns, dependence between purchase frequency and monetary value, and customers to become active after a few periods of temporary inactivity. Validation of our model on two datasets demonstrates that if assumptions 1 to 4 of existing stochastic models are violated our model produces more accurate forecasts of future customer behavior.