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。     

The Effect of Pricing and Advertising on Customer Retention in a Liberalizing Market

This study investigates the drivers of customer retention in a liberalizing market. The authors address key retention issues that allow them to contribute to existing retention research in several critical ways. They (1) examine the effects of pricing and mass advertising, (2) account for (new entrants) competitors' actions, (3) investigate the dynamic impact of marketing tactics, and (4) study the proposed relationships in a market recently opened to competition. Using longitudinal data for a sample of 650 mobile phone consumers and a split-population hazard model that accounts for the notion that some customers are never at risk of defection, the authors show that both the focal firm's (incumbent) and the competitors' price and mass advertising exert a significant influence on the probability of terminating an existing incumbent relationship. They find that the relationships between marketing variables and retention are not static but vary over time. Price is generally less effective in the early stages of market liberalization, which suggests that customers become more price sensitive in later stages. Finally, the study findings can have important strategic implications on designing customer management and marketing resource allocation strategies, as well as on providing a competitive regulatory framework in liberalizing markets.     

Fine-scale conservation planning outside of reserves: Cost-effective selection of retention patches at final harvest

Retaining forest patches at final harvest is a key conservation measure in boreal forests, but guidelines for how to increase its cost-effectiveness are lacking. In a study in boreal Sweden, we compared the cost-effectiveness of three different approaches a forest owner may use to select patches: selection based on the conservation value of patches alone, economic cost alone or both of them combined. We also compared the cost-effectiveness of six different common types of patches. Conservation value was measured as species richness of bryophytes and lichens and as structural characteristics of patches. Compared to the selection approach in which both conservation value and cost were used, cost-effectiveness was 5-14% lower when only conservation value was used, depending on how conservation value was measured. On the contrary, using only the economic cost decreased the cost-effectiveness by only 1-2%. Among the patch types, swamp forest areas and deciduous tree groups were cost-effective types to retain. However, the patch types were complementary in their species composition and all hosted unique species. We argue that, ideally, assessments of both conservation values and economic costs of retaining patches should be made prior to harvest to enable planners to make well-informed and cost-effective decisions.     

The influence of satisfaction on customer retention in mobile phone market

This study examines the determinants of customer satisfaction and customer loyalty in the Peruvian mobile phone market. Based in a survey to 1259 customers, Multinomial Logit and GSEM estimations show how determinants of customer satisfaction can be assessed when satisfaction is measured through ordered categorical data. The results confirm that in mobile phone market Customer Satisfaction influences strongly on Customer Loyalty, and in turn Loyalty is an important determinant of Customer Retention. In contrast with previous literature, this study identified the differentiated influence of diverse factors on positive and negative customer satisfaction categories. Indeed while results show that quality of service assessments made by customers had a significant impact on both negative and positive customer satisfaction categories; assessments of other service attributes like customer care, information on tariffs and plans and billing clarity, only showed a significant statistical influence on positive categories of customer satisfaction. Similar asymmetrical results were found with regard to other economic, socioeconomic and geographical determinants of customer decisions. As well, an analog effect is also observed in the relationship between customer satisfaction and loyalty, where only positive satisfaction assessments helps to explain the loyalty of users. Finally, results show that while satisfaction can be identified as a powerful cause of CR, switching barriers did not deter more demanding customers to switch to alternative carriers, suggesting that recent pro-competition regulatory reforms implemented in Peru contributed to reduce these barriers to competition in mobile markets.     

Localization and Customer Retention for Franchise Service Systems

This is one of the first studies to explore customer retention in reference to the franchisee–customer relationship. A subsequent objective was to examine localization and standardization from a franchise unit and system-level perspective. Data was collected using a self-administered survey based on customers of pet grooming services in Australia. Findings suggest that the addition of a customer retention perspective reveals a greater depth to the franchisee–customer relationship. Importantly, this implies that there are additional factors likely to influence franchisee–customer retention within franchise outlets. We suggest that individual franchise units, in cooperation with local customers, should co-create local marketing initiatives.     

The Essential Role of Sense of Community in a Youth Sport Program

This multiphased study identifies the salient benefits that parents seek for their families from a youth sport program. Phase 1, a preseason focus group study of parents of swimmers in three clubs (N = 15), indicated parents seek a sense of community for their children and themselves, and sense of community is linked to their desire for children to learn sport and life skills. Phase 2, a postseason survey of parents in the same three clubs (N = 129), tested the relationships among coaching quality, friendships, organizational communication, sport and life skills, sense of community, parents' satisfaction, and their repeat purchase intention. Using path analysis, sense of community was identified as the key driver of satisfaction and repeat purchase intention, with swimming improvement also having a significant effect on satisfaction. These findings highlight the central role sense of community plays for participants and their families in youth sport contexts.     

Early Experience and Later Outcomes of Education: Schooling Transition Evidence from Indonesia

This paper investigates the effect of early school experience on later educational attainment. Using the Indonesia Family Life Survey (IFLS), we find that students who repeat a grade at primary school are less likely to progress to junior high school. We also find that grade retention is associated with lower rates of transition from junior high school to senior high school. The relationship persists across years and samples. Meanwhile, the age of students when starting school and the hours they spend there have limited effects on whether they continue their schooling. We also observe that the effects of parental education and household income on the transition of students from primary school to junior high school are weakening. Given the long-term impact of grade retention, policymakers should be cautious when recommending it for underachieving children and should look for alternatives.     

浅谈企业的人才留用机制与人力资源管理问题

进入现代社会,企业之间的竞争日益激烈,而要想在激烈的市场竞争中站稳脚跟,就必须加强企业的人才储备。本文对人才留用机制的建设和人力资源管理方面提出一些意见和建议以供参考。     

The people behind the scenes: Episodic volunteering at fundraising events

Nonprofit organizations (NPOs) have become increasingly dependent on episodic volunteers (EVs), those that would help carry out an event with little training and expectation to commit to future events. Despite its importance to the survival of NPOs, the use of EVs with respect to fundraising has received little research focus. Furthermore, none of the existing studies identified examined how fundraising EVs differ from other EVs. This study seeks to contribute to our understanding of fundraising EVs using a global perspective. Data were generated using surveys distributed in seven countries, tallying more than 4,000 respondents. Variables included demographic characteristics, previous donation and volunteer history, motives, mode of volunteering, and overall experience. The data were analyzed by applying between-group (logistic regression on participation) and within-group analysis (ordered logistic regression on willingness to participate in the future). Data were further analyzed by examining differences by country. We found that country, gender, religion, income, employment, history of donations, mode of volunteering, and several motives, both intrinsic and extrinsic, were significant in the logistic regression analysis of participation in fundraising episodic volunteering. The ordered logistic analysis unexpectedly found that the only predictors to foster a willingness to engage again were the responsiveness of the event team and a desire to fulfill spiritual satisfaction. In recruiting and selecting EVs for fundraising events, NPOs should consider previous or current donors and those with regular volunteering experience and they should market volunteer opportunities towards those in search of spiritual fulfillment and meaning. Moreover, NPOs should prioritize quick and clear communication with fundraising EVs in order to foster a willingness to volunteer again. Lastly, NPOs should regularly assess for country-specific factors and contexts that may affect episodic volunteering in fundraising events. Our paper illustrates who fundraising EVs are, their motives, how they choose to volunteer, and what contributes to their willingness to volunteer again. Given the limited research on fundraising EVs, this study serves to help lay the foundation of research for this unique subgroup. Our aim was to not only address the dearth of literature but serve as a springboard for future research on fundraising EVs.     

Antecedents of Truck Drivers’ Job Satisfaction and Retention Proneness

The aim of this study was to (1) explore the antecedents of truck drivers’ job satisfaction, (2) identify the impact of financial and nonfinancial job properties on satisfaction with the job and with one's employer, and (3) the drivers’ proneness to retaining their jobs. Based on the extant literature, we develop a conceptual model that is tested using survey data for 164 truck drivers. Multiple linear and ordinal logistic regressions were used to estimate the proposed effects. The results reveal that nonfinancial job properties and satisfaction with one's employer affect job satisfaction is statistically significant. Financial and nonfinancial job properties affect satisfaction with one's employer whereas the former shows a lower impact compared to the latter. Satisfaction with the job and one's employer impacts retention proneness. The contribution of this study was to (1) add to the understanding of the factors that predict retention of truck drivers in relationship to job satisfaction and (2) highlight the different roles of financial and nonfinancial job properties in this specific work context.