企业声誉与消费者忠诚度关系浅析

企业声誉可以直接影响消费者对其企业产品的购买决策和产品忠诚度。因此其受到越来越多企业的重视,文章对企业声誉的构成及应遵守的原则进行了分析。     

基于价值链理论的旅行社核心竞争力培育途径研究

旅行社企业创造价值的一系列过程构成价值链。通过对传统旅行社价值链分析,发现仅仅以降低顾客交易成本和批量经营的增值方式已不再适应信息化和旅游模式进化发展的当代社会。从顾客价值和体验的角度出发,突破传统价值链模式,提出旅行社应以创新思维在价值链各环节创造更多价值,要重点培育旅行社的产品整合力、品牌营销力、策划创新力、接待服务力和后台管理力,才能真正提高企业核心竞争力。     

优化商业银行公司业务客户经理绩效考核体系的探讨

公司业务客户经理绩效考评是商业银行分支机构员工绩效考评体系中的一部分,但目前还不够科学和完善,存在对＂绩效＂理解不够;考核办法不合理;指标权重的确定具有较强的主观随意性;竞争过多,合作过少;部分奖励承诺不能兑现;相关费用配置不合理等问题。应加深对＂绩效＂的认识;建立责、权、利统一的考核体系;加强团队建设,注重部门总体效益;合理规划费用,兑现全部承诺;均衡配置各部门费用,完善业务客户经理考核体系。     

Building Bridges: The Company-Customer Relationship

ABSTRACT

With increasing emphasis on relationship selling, a bond is often formed between the salesperson and each customer. When a salesperson leaves to work for a competitor, customers may follow. Small companies are particularly vulnerable since they lack the resources necessary for many sales force retention strategies. The suggestion is made that such companies can implement “bridging strategies,” company-level relationship strategies designed to supplement the relationship between the sales rep and the customer, with the distinct objective of retaining customers following salesperson defection. Using the three levels of relationship marketing described by Berry and Parasuraman (1991), specific bridging strategies are identified and analyzed. The pharmaceutical industry is discussed as an example.     

The Challenge of Multinational Corporation (MNC)-Led Growth and Internationalization: The Case of Nokia-Dependent Suppliers

Purpose: This research is aimed at gaining a better understanding of supplier–customer relationships in the context of asymmetrical dependence. Of particular interest is to develop an enhanced understanding of the conditions under which such relationships can be mutually beneficial despite the problems traditionally associated with relationship asymmetry.

Methodology: The empirical context is provided by a case study of Nokia and three of its Finland-based suppliers that have grown and internationalized in a customer-led manner. Following a review of the literature, we introduce a conceptual model and then test it against findings from the case study.

Findings: We find that relationships characterized by asymmetrical dependence can be mutually beneficial as long as the boundary conditions governing the relationship remain favorable. In particular, relational variables such as trust and commitment can balance an otherwise asymmetrical relationship. However, such relationships are vulnerable to changes in the external environment, which may expose the more dependent party to power influences. Thus high customer dependence is best viewed as a temporary condition and the supplier should actively seek for strategies to reduce dependence.

Originality: Much of existing research on interorganizational relationships fails to provide an understanding of relationship development over time and, in particular, in relation to changing environmental conditions. This study provides such a perspective and does so in the context of a supplier–customer relationship characterized by asymmetrical dependence.     

顾客关系承诺研究:模型与实证

顾客关系承诺有三个维度,持续性承诺、规范性承诺以及情感性承诺。顾客关系承诺意愿越强,则其转换意图就越弱,忠诚度越高。持续性承诺的影响因素包括转换成本和服务质量;情感性承诺的影响因素包括满意和信任;规范性承诺的影响因素为主观规范。对山东省服务业的调查分析显示,情感承诺、规范化承诺和持续性承诺都与转换意向负相关,但是情感承诺由规范化承诺中介,即情感承诺越强,对服务供应商的规范化承诺越强。主观规范与转换意图之间的关系由规范性承诺中介,信任与转换意图之间的关系由情感承诺中介,转换成本与转换意图之间的关系由持续性承诺中介,服务质量和转换意图之间关系没有由持续性承诺中介。     

浅谈现代物流的个性化服务

随着我国物流业的发展,个性化服务作为“以客户为中心”理论的产物,越来越成为现代物流企业竞争的优势所在。因此,现代物流企业应积极发展个性化服务,在发展过程中,要充分利用信息及其技术;善于创新;积极与客户沟通。     

我国商业银行客户服务渠道的整合策略

目前,我国商业银行服务渠道种类与发达国家已基本相同,但各种服务渠道之间缺乏互联互通和相互支持,使得多渠道发展反而成为业务发展和创新的障碍,据此,作者提出解决这一问题的根本途径就是进行“渠道整合”。我国商业银行进行渠道整合应达到的目标是通过“渠道最优化”实现银行和客户的双赢。为达到这一目标,作者还建设性地给出了进行渠道整合的策略,包括在技术层面上建立一个统一的客户服务平台,以及要重点解决渠道、业务与客户的对应和配合渠道整合的组织结构变革等问题。     

顾客生涯价值理论的回顾与展望

顾客生涯价值理论主要研究单个顾客生涯价值和群体顾客生涯价值等,顾客生涯价值模型分为顾客生涯价值计算模型和群体顾客分析模型。有效解决顾客生涯价值模型的局限性、增加其实用性,是顾客生涯价值理论今后研究的方向。     

试论企业经营之客户导向--潜在客户与现实客户的比较分析

客户是企业的重要资产,对于现代企业生存与发展具有重要影响.本文针对潜在客户与现实客户加以分析,指出了导致潜在客户产生与存在的原因,重点论述了把潜在客户转化为现实客户的策略与关键环节,以期对处于激烈的市场竞争旋涡之中的企业,尤其是广大中小企业能有所裨益.