以企业文化为导向的星级酒店CRM的实证研究

酒店业的高速发展以及顾客的期望值不断提高,如何利用CRM系统来提升客人的满意度,以达到提升酒店竞争力是酒店需要关注的,本文对客户关系管理(CRM)理论研究和国内星级酒店CRM中存在的问题进行分析,最后以三亚丽思卡尔顿酒店基于企业文化创建的CRM系统值得我国国内酒店学习和借鉴。     

Inter-Satisfaction between Website and Automated Call Distribution (ACD) Systems

Websites and an Automated Call Distribution (ACD) system in a call center are both considered important customer relationship technologies. Integrating concepts from information systems quality and trust transference theory, this paper introduces the concept of inter-satisfaction: the extent to which customer satisfaction with a website leads to satisfaction with an ACD and vice versa. It is hypothesized that dissatisfaction with either the website or the ACD influences potential brand-switching behaviors. A model, largely drawing upon concepts of user satisfaction as developed in information system research, is presented. The model is then tested using data from passengers using Low Cost Carriers (LCCs) in South Korea, specifically 366 passengers at the Jeju International Airport, who experienced both their airlines’ website and call center. A structural equation modeling analysis demonstrates that satisfaction with the website transfers to satisfaction with the ACD system, but not vice versa, and that only dissatisfaction with the website creates a brand-switching intention.     

基于 CRM的零售企业竞争力构建

本文从介绍客户关系管理产生的背景、概念、特征、系统的体系结构入手,通过与国外零售集团的横向比较,指出国内零售企业在人才、科技、规模、经营特色、物流配送等方面的相时劣势,继而从客户关系管理出发,提出提高国内零售企业竞争力的具体策略.     

我国信用风险缓释工具发展初探

信用风险缓释工具是我国近年来出现的信用衍生产品,在一定程度上防范了金融产品的信用风险.分析我国信用风险缓释工具市场现状,针对市场发展初期出现的如参与者单一化、定价基础较为薄弱等问题,提出我国信用风险缓释工具市场体系改革途径及建议对策.     

CRM在现代企业管理中的应用及在我国的发展趋势

文章结合作者在留学期间的研究实践经验与回国后的管理咨询顾问经历和实际的企业ERP系统上线经验,来研究、分析CRM(客户关系管理)这一随着计算机技术和网络技术的发展而不断扩充和成长的企业管理工具在我国本土企业和欧洲跨国集团公司的应用情况,以及其在我国本土公司管理中未来的发展趋势和方向。从一个侧面为中国部分企业现今面对的企业成长过快所造成的企业管理和企业信息化程度严重滞后的局面指明方向并加以借鉴。     

Building With Bricks and Mortar: The Revenue Impact of Opening Physical Stores in a Multichannel Environment

A crucial decision firms face today is which channels they should make available to customers for transactions. We assess the revenue impact of adding bricks-and-mortar stores to a firm's already existing repertoire of catalog and Internet channels. We decompose the revenue impact into customer acquisition, frequency of orders, returns, and exchanges, and size of orders, returns, and exchanges. We use a multivariate baseline method to assess the impact of adding the physical store channel on these revenue components. As hypothesized, store introduction cannibalizes catalog sales and has much less impact on Internet sales. Also as hypothesized, returns and exchanges increase. Interestingly, transaction sizes of purchases, returns, and exchanges do not change. The “availability effect” produces a net increase in purchase frequency across channels. This more than compensates for increased returns, producing a net increase in revenues of 20% by adding the store channel. Our findings yield a deeper understanding of the revenue relation between channels, and of the dynamic cross-channel effects of marketing actions.     

零售企业信息化管理中的数据挖掘

随着信息技术的发展和应用,零售企业积累着越来越庞大的交易数据,这些数据背后隐藏着单靠数据库技术无法发现的重要信息。作为一种能从数据中获取知识的技术和工具,数据挖掘能从海量的业务数据中进行描述和聚类、关联、分类等分析,在此基础上创建预测模型进行趋势和行为预测,从而提升零售企业的竞争力。     

基于商业智能的CRM

基于商业智能的CRM能实现数据分析和知识发现 ,可帮助企业将其所掌握的客户数据转换成客户知识 ,这对企业制订客户发展策略将起到关键作用 ,并将极大地提高企业决策能力、决策效率及决策正确性 ,针对不同客户提供不同的服务     

基于客户认知价值的CRM战略

客户需求的多样化 ,个性化 ,客户经验的成熟化为企业提出了服务敏捷 ,优质 ,准确的高标准要求。以“客户为中心” ,一切以满足客户需求为目标的客户关系管理 (CRM)战略正是解决这一问题的重大管理决策。但CRM战略的实施不仅是从企业一方出发 ,最大可能地为客户创造需求。而且因为客户的最终价值是从其获得的总价值中扣除为获得产品或服务所支付的成本而享有的最终感受。因此 ,基于客户对企业产品或服务价值的看法或需求 ,选取适当的营销方式 ,明确相应的CRM战略是客户关系管理战略成功的关键。     

Why sales reps should welcome information technology: Measuring the impact of CRM-based IT on sales effectiveness

This study seeks to answer the following question: Can sales representatives enhance their performance through their acceptance of information technology (IT) tools? Using data collected from two companies, we show that despite uncertain results and the frequent resistance among salespeople to IT interventions, IT acceptance indeed has a positive effect on sales performance. This occurs because salespeople using IT expand their knowledge and, in turn, gain improved targeting abilities, enhanced presentation skills, and increased call productivity. Thus, sales representatives have a strong incentive to accept IT because doing so is likely to sharpen their own job performance.