关系营销理论与顾客关系管理

关系营销将建立和发展与相关个人、企业组织的关系作为市场营销的关键变量 ,把握了现代市场竞争的时代特点 ,体现了电子商务时代的互动性、合作性和个性化发展趋势。因特网作为一种有效的双向沟通渠道 ,使企业与顾客之间可以实现低成本、高效率的沟通和交流 ,为关系营销提供了有效的技术保障。在电子商务时代 ,抢占市场的关键已从管理营销组合转变为企业与顾客的互动关系管理 ,顾客关系管理为关系营销提供了有效的技术支持     

对客户关系营销的思考

<正>一、前言21世纪,对于任何企业而言,有两个方面最为重要,一是企业品牌,二是顾客的满意度和忠诚度,但顾客的满意度和忠诚度不是通过简单的削价可以换来,也不是通     

Marketing Effectiveness and Customer Retention in the Service Sector

Recent years have witnessed a growth in the number of studies relating to service orgrrnisations. This steady stream of literature could be attributed to the continuous expansion of the service sector and its increasing contribution to the advancement of many economies. In this context, issues associated with marketing and performance outcomes which managers can influence directly have received a great deal of attention. This research focuses on an empirical investigation of the relationship between marketing effectiveness and customer retention performance in an attempt to contribute to the growing body of conceptual and empiricul knowledge on the links between marketing and performance among service firms. Drawing on our results which indicate a significant and positive association between marketing effectiveness and customer retention, implications of the findings for service firm managers as well as future research directions are subsequently discussed.     

The Coevolution of Relationship Dominant Logic and Supply Risk Mitigation Strategies

How and why do risk mitigation strategies evolve? And which resources are needed for engaging in such changes? This paper contributes to the understanding of risk management in supply chains by developing theory about the interplay between supply risk mitigation strategies and the purchasing team's relationship dominant logic (RDL), which we define as the purchasing team's orientation toward and shared cognitive map of the management of its supply chain relationships. Specifically, we propose that RDL and supply risk mitigation strategies are fundamentally intertwined. Following a Straussian approach to grounded theory, this study analyzes data generated from the purchasing teams of Western green‐tech firms trying to mitigate supply risk for technically indispensable rare earth metals from China. Our findings from this context that is heavily shaped by state‐influenced supply chain members show that the firms chose their mitigation strategies in line with their RDL. Human capital, social capital, and financial capital seem to moderate the link between RDL and mitigation strategies. We link our findings with the strategic management literature in deriving theoretical propositions concerning these relationships.     

浅议关系营销与顾客关系管理

从关系营销的角度去看目前正在兴起的顾客关系管理系统 ,其实关系营销与顾客关系管理系统有所不同 ,顾客关系管理系统至少要实现关系营销的三个方面 :识别为顾客服务的五个层次 ;识别顾客和产品的赢利状况 ;识别顾客流失的原因。     

关系营销是客户关系管理的核心理念和指导思想

关系营销是客户关系管理的核心理念和指导思想,客户关系管理的核心是客户关系。通过客户关系管理这一过程,企业最大程度地掌握和利用顾客信息,以培养和增强顾客的忠诚度,实现顾客的终身挽留。关系营销与客户关系管理进行有效整合,可以使关系营销理论得到全新发展,也让客户关系管理理论在中国的环境中得到更好的发挥和实现。     

论关系营销原理在旅行社顾客管理中的应用

在激烈的旅游市场竞争中与顾客保持长期的良好关系,是旅行社企业获得经营优势的关键。所以必须将关系营销理论与传统的市场营销相结合,在遵循顾客让渡价值、提升顾客满意度与盈利能力的原则指导下,使关系营销原理在旅行社顾客管理中具体运用,才能有效地提升旅行社的经营效益。     

关系营销、营销管理及顾客导向探析

在关系营销领域内，关系营销的概念、营销管理以及顾客导向是学术界研究的热门课题。本着在评述现有献的基础上，对这三个基本理论问题进行探析，并提出了自己的看法。     

Reversing the Logic: The Path to Profitability through Relationship Marketing

Many firms have experienced greater success through implementing relationship marketing strategies. This is achieved by gaining knowledge about their own customers through database marketing and about the general marketplace through marketing research. Over time, this has led firms to adopt a general framework which we call the conventional path to profitability. This conventional framework suggests that new product innovation leads to acquisition, acquisition combined with a rich experience leads to satisfaction, satisfaction leads to loyalty and customer retention, and loyalty/retention leads to profitability. However, we show that some of the links in the framework are weak based on both academic research and marketplace realities. Consequently, we reverse the logic of the conventional path to profitability. We introduce a new approach that starts the customer relationship management strategy with customer profitability and the notion that different customers should be rewarded and satisfied differently. In addition, we outline a strategy that relationship marketing firms can implement, leading to higher levels of customer profitability and offer directions for future research.     

Analysis of the Service Dominant Logic network,authors, and articles

The present study analyses research conducted in Service Dominant Logic (S-D logic), providing an overview of its intellectual structure. For that purpose, a structured approach was adopted through the implementation of bibliometric methods, using co-citation analysis combined with performance analysis and an integrative science mapping approach, which considered a timeline, a graph, and a distance-based perspective. This allowed the identification of the leading authors and of six clusters of articles based on bibliographic coupling, along with the most prominent research themes clustered in five subdomains of research based on co-occurrence of terms. The networks extracted show the associations between the main articles and concepts treated by the S-D logic community, unveiling the salient challenges and prospective expansion facing its future theoretical and practical context.     

论商业银行的顾客获取战略——关系营销视角的思考

顾客获取与顾客保持对于商业银行的客户关系管理同样重要。在关系营销的框架下,从战略层面为商业银行寻求顾客获取的基本流程,突出顾客获取与顾客保持的衔接,并确定潜在目标范围,选择顾客获取战略,保持与客户的长期关系。     

财务学视角的客户关系管理

在当今充满挑战的经济环境里,无论是顾客还是公司的盈利能力都变得更加难以捉摸.本文在对客户关系资产进行界定的基础上,从不同视角对决定运用客户关系管理的相关因子及其财务效用,以及财务部门在客户关系管理中应起的作用等,进行了分析和阐述,以利于更好的理解财务与客户关系管理之间的关系,提高客户关系管理的效率.     

汽车服务业服务质量、顾客满意度与顾客忠诚度的实证分析

为了探讨汽车服务行业服务质量、顾客满意度与顾客认知、情感、意向、行为等四类忠诚度之间的关系,我们对广东省7家汽车4S店进行实证调查,结果发现:服务质量对顾客的认知、情感和意向忠诚度有直接的影响;顾客满意度对顾客四类忠诚度都有直接的影响,且顾客满意度对态度忠诚的影响大于其对行为忠诚的影响;在顾客四类忠诚度中,对顾客行为忠诚有直接影响的是认知忠诚和意向忠诚,其中意向忠诚的影响程度较大。     

顾客体验视角下VR技术在旅游景区营销中的应用

顾客体验是体验式营销中的主体部分,通过创造优质的体验提升顾客对产品的认知和了解,进而实现营销效率的提升。随着市场经济的建设进程,以顾客体验为主的景区营销在越来越多的行业中占有重要地位。基于现今应用较为广泛的VR——虚拟现实科技作为课题切入点,通过对注重顾客的全方位体验、多样化经营,树立体验式旅游风尚、差异化经营,贴近顾客内心实际需求等现代化旅游景区营销的特征进行分析,提出了顾客体验视角下VR技术在旅游景区营销中的应用,可使旅游消费者在自然景区中获得心灵养生;在主题景区中获得娱乐体验;在人文景区中获得文化熏陶,以及VR技术对景区的宣传起到的促进作用。旨在为相关的旅游景区营销提供一定的现实资料,进而促进旅游产业的发展。     

The Service-Dominant Logic of Marketing and Marketing Ethics

Abela and Murphy (J Acad Mark Sci 36(1):39–53, 2007) examined Service-Dominant (S-D) logic (Vargo and Lusch, J Mark 68(1):1–17, 2004) from the viewpoint of Marketing Ethics and concluded that whilst S-D logic does not have explicit ethical content, the Foundational Premises (FPs) of S-D logic do have implicit ethical content. They also conclude that what may be needed to make the implicit more explicit is the addition of another FP. The aim of this article is to explore whether S-D logic needs to be modified, if one wishes to construct a theoretical framework for analysis of Marketing that has ethical considerations fully integrated. We critically evaluate the claim that the FPs are inherently ethical and conclude that S-D logic should be modified. We offer an additional FP for consideration that relates to the role of personal and societal values in the co-creation of value. This FP is necessary because of the role that the ethical positions of actors play in exchange behaviour. However, it should be pointed out that whilst the article explores the ethical potential of S-D logic it does not privilege any particular ethical position or code. These concerns will be addressed in subsequent articles: the aim here is to establish the underlying rationale for including an explicit commitment to ethics in S-D logic.     

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。     

Marketing Credit Union Services Through Cross-Selling and Quality Customer Service

No abstract available for this article.     

服务质量与服务忠诚的多维度关系研究

本文选择北京地区接受餐饮业服务的消费者为调研样本,运用因子分析、结构方程模型等计量手段,从多维度角度研究服务质量与服务忠诚的关系。研究结果表明:服务质量由有形性、可靠性、响应性、保证性和移情性五维度构成,服务忠诚由情感忠诚和行为忠诚两维度构成;服务质量不仅对服务忠诚存在着显著的直接正向影响,而且通过顾客满意对服务忠诚存在着显著的间接正向影响;服务质量各维度对服务忠诚各维度的影响机理与程度各不相同。研究结果同时引申出若干有关我国服务业如何提升服务质量以达到提升服务忠诚的启示。     

顾客参与服务创新、顾客人力资本与知识转移的关系研究

在后现代社会,服务经济在促进经济发展和就业方面越来越重要.随着服务行业竞争的日益加剧,服务企业需要不断进行新服务开发,从而获得竞争优势.顾客参与新服务开发过程,有利于促进知识的转移.顾客作为知识转移的发送方,其转移知识能力和意愿具有积极的影响,顾客的转移能力和意愿可以视为顾客人力资本.文章在文献回顾和综述的基础上,研究了顾客参与服务创新行为和知识转移的关系,并构建一个基于顾客人力资本中介机制的理论模型,试图进一步揭示顾客参与和知识转移之间关系的内在机制.最后探讨了本文的不足和未来的研究方向,为下一步实证研究提供了理论基础.