如何设计中国顾客满意指数调查问卷

中国顾客满意指数作为一种新的质量业绩衡量指标,能够有效地反映我国企业、行业、国民经济中的各部门以及整个国民经济的质量状况。问卷设计是中国顾客满意指数调查的关键环节。文章结合中国顾客满意指数调查的特点,对设计调查问卷的原则、方法及问卷设计过程中需要注意的问题进行了探讨。     

英国城市的无障碍环境建设

随着残疾人问题的日益突出 ,英国对城市无障碍环境建设问题日渐重视。本文介绍了英国无障碍环境建设的有关立法、建筑规范、规划政策、规划控制与建筑控制的比较以及公众参与的情况     

客户终身价值细分与客户关系战略

客户终身价值是客户在与企业关系保持期间贡献给企业所有利润的贴现值。它包括客户的当前价值、未来价值、经济价值、非经济价值。本文根据客户终身价值的大小和类别,对客户进行二维交叉细分,同时提出了对应的客户关系类型、关系战略和关系重点,希望能为企业的客户关系管理提供一些有益的借鉴。     

以顾客为视角的公司价值评估

选取五个国外公司，通过公司最重要的无形资产——顾客来评价公司价值。实证研究发现，顾客保持率对公司的价值影响最大。     

基于顾客锁定理论的饭店企业经营战略研究

目前,饭店行业的竞争日趋激烈,培育忠诚顾客已成为饭店企业获得竞争优势的关键.传统的“饭店企业顾客忠诚”研究多是通过“顾客价值”的理论视角展开的.将顾客锁定理论应用到饭店企业的市场管理中,在分析顾客锁定的内涵、经济学本质、成因及其与传统理论差异的基础上,提出饭店企业应通过构筑产品歧异化,降低搜寻及交易成本,传递高质量信息,纵向整合顾客需求,培训顾客,引导顾客参与,签订合同等途径锁定顾客.     

顾客价值理论研究概述

通过分析顾客价值理论研究的背景,总结顾客价值的不同定义、理论模型及其动态性的相关研究。通过对近几年国外研究新进展的分析,可对我国企业发展提供一些理论支持。     

基于SD模型的客户服务成本信息不对称影响研究

制造企业经常通过提供高水平的客户服务向顾客传递优质产品质量信号,但由于客户服务成本信息不对称的影响,产品质量信号存在一定程度的失灵,影响了潜在客户对优质产品的购买。文章分析了制造企业客户服务成本不对称信息的原因及其对潜在客户购买行为的影响,通过建立系统动力学模型模拟产品销售过程,研究客户服务成本信息不对称度与企业客户数量之间的关系,结果表明客户服务成本信息不对称度下降有助于企业客户数量的增长,但其影响力有随时间下降的趋势。     

Using a customer-Level marketing strategy to enhance firm performance: A review of theoretical and empirical evidence

It is becoming increasingly apparent from the literature that marketers need to consider customer-level information when they generate a marketing strategy for the firm. In this article, the authors develop a customer-focused framework that uses a marketing strategy with an overall objective of maximized financial performance. This strategy is driven by seven customer-level marketing tactics and shows how actual customer data can be used to generate an actionable marketing strategy leading to optimal levels of profitability, customer equity, and shareholder value. In addition, the authors discuss a successful implementation of this strategy for several business-to-business and business-to-consumer firms and offer insights as to how to customize an implementation strategy for any firm, along with presenting potential challenges a firm may encounter during the implementation process. Several suggestions for future research are offered to explore and harness this newly available evidence. V. Kumar (VK) (vk@business.uconn.edu) is the ING Chair Professor of Marketing and the executive director of the ING Center for Financial Services at the University of Connecticut. He spends his time by transferring his knowledge (however little it may be) to his two daughters about customer lifetime value, diffusion models, forecasting sales and market share, retailing, and marketing strategy. J. Andrew Petersen (apetersen@business.uconn.edu) is a doctoral candidate in marketing at the University of Connecticut. His research interests include customer lifetime value, word-of-mouth effects, and customer-level marketing strategy. His research has been published inMarketing Research Magazine and theJournal of the Academy of Marketing Science.     

顾客关系营销组合研究

通过对企业如何进行关系营销组合设计的深入分析，提出了以顾客为导向的关系营销组合设计的思路和方法。进一步揭示了以顾客导向为基础、以竞争导向为补充，不断进行关系营销组合创新是企业获得可持续竞争优势的必要条件。     

基于顾客满意度的绿色采购决策研究

从提高顾客满意度(CS)的视角,研究了生态供应链(ESC)环境下绿色采购决策优化问题。利用两状态、时间离散的Markov链描述了CS的动态转移过程,以赋值形式引入利润变量,建立了ESC绿色采购决策的随机优化模型,体现了顾客导向的思想;并且给出了应用算法释例。