多层前馈神经网络在客户流失分析中的应用

本文研究了多层前馈神经网络原理及其后向传播算法,然后结合一个实例构建了客户流失分析的多层前馈神经网络模型,实验表明将该模型用于客户流失分析是可行的.     

新产品开发战略的探讨

本文倡导企业在实施新产品开发战略时,应打破传统的成本、市场竞争模式。要以产品本身为中心。立足于客户的角度,根据本企业的实际情况,拓宽思路,建立适合自己独特的新产品开发战略。     

顾客满意与博弈均衡

本文以顾客满意的来源与顾客满意的供需分析为理论基础,探讨实现顾客满意过程中的生产博弈和消费博弈。提出正式制度和诚信是达到顾客满意博弈均衡的重要决定因素。     

关于客户服务水平确定方法的探讨

分别从利润最大化和满足市场竞争需要两个角度出发，探讨如何确定最佳客户服务水平；并对客户服务水平及与之相关的销售收入及物流成本函数关系进行了定量分析。     

商业步行街投资与客流量模型分析

如何设计商业步行街的未来发展动向以及如何策划商业步行街的规范运作,是近几年来投资者、经营者、理论工作者一直共同关注的重要课题。文章在建立商家投资与客流量模型的基础上,分析了二者在步行街发展不同阶段中的相互关系。     

我国企业导入CRM失败的成因初探

客户关系管理(CRM)的基本思想与理论起源于20世纪八十年代初西方经济发达国家,其概念、理论与CRM软件于九十年代初被引入我国,并得到国内许多企业的广泛重视和应用,由于受到客户关系管理理论本身、CRM软件开发与实施、企业营销环境和营销管理状况等诸多方面因素的影响,CRM软件作为一种舶来品,其在我国企业的导入过程中,存在着较高的失败率和一些急需解决的问题。本文就我国企业导入CRM及失败的成因进行初步探讨。     

中国中小型食品企业的品牌策略研究

“品牌”如今已被认为是增加商业价值的重要手段之一。然而,时下国内的中小型食品企业似乎尚未在品牌管理和策略方面给予足够的重视。近年来,品牌的科学衡量和管理激发了不少市场研究者的兴趣。前人的研究大多是把品牌管理和策略作为一个整体或者强调不同品牌的价值及其特点;在此基础上,笔者通过对收集数据的分析,为中小型食品企业提出了一个假设的品牌模型(“六星”模型),希望该模型能够给予目标企业相应的指导并对该领域未来的研究做些铺垫。     

中国第三方物流企业顾客满意度测评指标体系实证研究

随着中国加入WTO，越来越多的外国物流企业进入中国，中国第三方物流企业将面临巨大挑战。为了获得竞争优势，很多企业开始重视顾客满意管理。但目前尚没有一套评价第三方物流企业顾客满意度的指标体系。本文从顾客的角度，构建一套测评第三方物流企业顾客满意度的指标体系．并运用SPSS11.0对66个样本数据进行分析，结果表明，指标体系具有较高的信度和效度。本文为我国物流企业提供了测评顾客满意度的依据。     

An attitude-behavior model of salespeople’s customer orientation

The goal of this article is to provide deeper insights into the construct of customer orientation at the individual level. The article has three main objectives: First, this study provides a two-dimensional conceptualization of customer orientation that distinguishes between attitudes and behaviors. Second, it explores direct and indirect effects of customer-oriented attitudes on customer satisfaction. Third, the authors propose and examine a positive moderating effect of empathy, reliability, and expertise on the link between customer-oriented attitude and customer-oriented behavior and a negative moderating effect of salespeople’s restriction in job autonomy. The analysis is based on dyadic data that involve judgments provided by salespeople and their customers across multiple manufacturing and services industries in a business-to-business context. Results support the authors’ two-dimensional conceptualization of customer orientation. The authors also find that customer-oriented attitudes have a direct effect on customer satisfaction. The four proposed moderating effects are also in evidence. Ruth Maria Stock (ruth.stock@gmx.net) is a professor of business administration and management at the University of Hohenheim, Stuttgart, Germany. She holds a master’s degree in psychology from the University of Hagen, Germany, a Ph.D. in marketing from the University of Mannheim, Germany, and a ha-bilitation degree from the University der Bundeswehr in Hamburg, Germany. She has published in various forums including theJournal of the Academy of Marketing Science, Psychology & Marketing, and theJournal of Business-to-Business Marketing. Her main research areas include market-oriented management and business-to-business marketing. Wayne D. Hoyer (wayne.hoyer@mccombs.utexas.edu) is the James L. Bayless/William S. Farish Fund Chair for Free Enterprise, the chair of the Department of Marketing, and the director of the Center for Customer Insight in the McCombs School of Business at the University of Texas at Austin. He received his Ph.D., M.S., and B.A. from Purdue University in the area of consumer psychology. He has published more than 60 articles in various forums including theJournal of Consumer Research, theJournal of Marketing Research, theJournal of Marketing, theJournal of Advertising Research, and theJournal of Retailing. His research interests include customer insight and relationship management, consumer information processing and decision making (especially low-involvement decision making), and advertising effects (most particularly, miscomprehension and the impact of humor).     

Customer response capability in a sense-and-respond era: The role of customer knowledge process

An organization’s customer response capability, its comptence in satisfying customer needs through effective and quick responses, is critical for sustained success. In this article, the authors examine how customer knowledge process influences customer response capability. They highlight two dimensions of customer response capability, customer response expertise and customer response speed. It is observed that apart from its direct positive association with customer response expertise and speed, the customer knowledge process also diminishes the positive association between risk propensity and these dimensions of customer response capability. The influence of customer response expertise and speed on performance is also examined. The hypotheses are tested using survey data collected from a sample of retailing firms and the findings triangulated using qualitative data collected through depth interviews with managers. The results highlight the importance of customer knowledge in enhancing customer response capability. Satish Jayachandran is with the Department of Marketing at the University of South Carolina. His research interests are in the area of marketing strategy, specifically market responsiveness of firms and the impact of organizational performance on subsequent managerial and firm behavior. His research has been published in theJournal of Marketing and theJournal of the Academy of Marketing Science. He was a recipient of the Harold H. Maynard award for 2001 from theJournal of Marketing. Kelly Hewett is with the Department of Marketing at the University of South Carolina. Her research focuses on the management of relationships between buyers and sellers, as well as between headquarters and foreign subsidiaries in managing the marketing function globally. Her research has been published in theJournal of Marketing, theJournal of International Business Studies, theJournal of the Academy of Marketing Science, and theJournal of International Marketing, among others. Peter Kaufman is with the Department of Marketing at Illinois State University. His research focuses on buyer-seller relationships, retailing, and distribution issues. He received an Honorable Mention in the Marketing Science Institute’s 2003 Alden G. Clayton Doctoral Dissertation Proposal Competition.