提升顾客的忠诚度

利润是企业生存的前提,而顾客则是利润的源泉。在企业竞争的环境发生变化后,争取和保持顾客就成了企业生存和发展的使命。企业既要不断争取新顾客,开辟新市场,提高市场占有率,又要努力保持现有顾客培育忠诚顾客群,稳定市场占有率顾客忠诚对企业经营绩效所产生的巨大贡献日益成为人们关注的焦点企业要保持长期的竞争优势,就要充分认知顾客忠诚的价值,积极培育忠诚的顾客群体。顾客忠诚度是指顾客对企业产品和服务的认可和信赖,坚持长期购买和使用该企业的产品和服务,并在此过程中表现出的在心理和情感上的一种高度信任和忠诚的程度,是顾客对…     

顾客满意与顾客忠诚之间关系的实证研究

顾客忠诚日益受到企业的追逐.在传统的营销学教科书中,培育顾客忠诚的最有效手段是让顾客满意,许多顾客忠诚计划都是以顾客满意为中心而设计的.然而,实务界所得出的结论却并非如此,顾客满意并不必然给企业带来相应的顾客忠诚.因此,需要重新审视这两者之间的关系.作者采用实证研究方法,首先从理论上鉴定了顾客满意和顾客忠诚的本质,并区分了不同的满意程度和忠诚类型.然后,研究了这两者之间的对应关系.结果认为,顾客满意是顾客忠诚的必要条件而不是充分条件,随着满意程度的提高,顾客会更加趋向于忠诚,但并非线性关系.根据研究的结论,企业制定顾客忠诚计划时,首先,对于不同忠诚类型的顾客,应该采取不同的策略;其次,企业应该致力于"让顾客非常满意",而非简单地追求"顾客满意";最后,除了提高顾客满意度外,企业还应该为顾客创造其他条件,才能获得真正的顾客忠诚.     

顾客越专业就越不忠诚吗——基于基金投资者顾客专业度悖论的实证研究

在产品专业性强和复杂性高的行业中,企业希望通过对顾客专业知识的培训来提高其忠诚度,然而实际结果却可能事与愿违。这就是所谓的"顾客专业度悖论"现象。本文通过引入关系承诺理论来破解这一悖论,通过对基金投资者的调查分析发现,投资者专业度的影响具有双刃性,即投资者的专业度会通过计算承诺对行为忠诚产生负向影响的同时,又会通过情感承诺对行为忠诚产生正向的影响,其中负向影响大于正向影响,从而形成了以往研究中已被观察却未很好解释的顾客专业度悖论现象;另一方面,无论是通过计算承诺还是情感承诺,投资者专业度对态度忠诚的影响都是正向的。此外,研究还发现专业度高的顾客态度忠诚较高,专业度低的顾客行为忠诚较高。本研究的结论对企业从事顾客专业知识培训和对不同专业度水平的顾客管理具有很好的实践指导意义。     

服务场景对顾客忠诚影响机制研究——消费情绪的中介作用

大量研究表明,服务场景作为服务企业与消费都接触的重要环节会对企业顾客忠诚产生影响,但是关于服务场景如何影响顾客忠诚的研究却很少。本文在回顾梳理服务场景的定义和构成因素、顾客忠诚的概念和驱动因素相关文献的基础上,提出以消费情绪作业中介变量的服务场景对顾客忠诚影响机制,指出通过服务场景创造情感联系是维护良好客户关系的关键。     

基于企业视角的“顾客忠诚”研究

在现代企业营销管理工作过程中,"顾客忠诚"一直是营销界的精英们长期探索的论题。而"顾客忠诚"一般分为两个层面,即"顾客满意"和"顾客信任"。单纯的做到顾客满意并不一定能使顾客对企业产品和服务产生忠诚,只有顾客信任企业了,才能实现顾客对企业的忠诚。如果说顾客满意是一种价值判断的话,顾客信任则是顾客满意的行为化。如何实现从顾客满意到顾客信任,即顾客忠诚。本文从理论和实践讨论了顾客满意、顾客信任、顾客忠诚以及忠诚顾客对企业的作用。着重讨论了企业实现顾客忠诚的途径。     

CSR对企业声誉及顾客忠诚影响的实证研究

本文试图将企业社会责任划分为六个方面,将企业声誉划分为认知声誉和情感声誉两个方面,构建一个企业社会责任(CSR)对企业声誉和顾客忠诚影响的概念模型,并通过结构方程模型方法对模型进行检验,以探索企业社会责任各方面对顾客忠诚的影响程度,以及企业声誉作为中介变量的合理性。研究结果表明,企业社会责任对顾客忠诚的影响主要来源于企业社会责任中的经济责任、企业对消费者的责任、法律责任和慈善责任;企业声誉划分为认知声誉和情感声誉是合理的;企业声誉是企业社会责任影响顾客忠诚的中介变量;企业社会责任通过企业声誉影响顾客满意,从而影响顾客忠诚。     

基于消费者视角的企业社会责任归因

基于归于理论,探讨消费者对企业社会责任行为归因对消费者响应的影响.通过对企业社会责任事件的实证调查,结果表明:企业社会责任行为的利他归因会正向影响消费者的企业态度和产品感知质量,而利己归因会负向影响企业态度和产品感知质量,并且企业社会责任行为归因经由企业态度、产品感知质量的中介,影响产品态度和购买意愿.研究结论有助于企业管理者正确开展企业社会责任活动,降低利己归因的负面影响.     

基于顾客价值的消费者购买决策模型

顾客价值已经成为企业竞争优势的新来源和企业发展战略的重要内容,随着"以顾客为导向"思想在市场营销中的确立,市场营销理念经历了顾客满意、顾客忠诚到顾客价值的变化.通过对顾客价值认知的系统分析,将影响顾客价值认知的产品价值、顾客成本、顾客需求、顾客个性特征等多个因素进行有机结合,通过导入顾客价值需求系数,建立了产品价值供给与顾客价值需求之间的定量关系,从而弥补了以往关于顾客价值研究方面质与量不能兼顾的不足,使顾客价值评价模型不仅考虑了顾客价值的质,而且还考虑到顾客价值数量上的供需平衡,保证了顾客价值质与量的统一.     

浅谈消费顾客忠诚度的培养

顾客满意度和顾客忠诚不能被很好地区分，多数企业会认为顾客对企业的产品和服务满意了,本文重点讨论了影响顾客忠诚的因素以及美容院提高顾客忠诚的策略。     

产品属性对顾客满意影响的实证研究

基于不同产品属性探讨顾客满意过程.首先通过深度访谈和预研究确定研究框架和研究对象,进而借助问卷调查共收集360个有效样本,利用回归和结构方程模型等方法对数据进行深入分析.研究发现,对于顾客强调功能性属性的产品,其功能性属性对顾客满意将产生更明显的影响;而对于顾客强调享受性属性产品,其享受性属性对顾客满意将会产生更明显的影响.同时研究同一产品的享受性和功能性属性,强调产品在享受性和功能性两方面高于或低于期望水平时时满意产生的影响.     

Educational Landscapes and Urban Development. Contextual and Spatial Interfaces and Linkages

In the broad sociopolitical discussion on education quality within the last decade, it has become apparent that education is gaining importance for urban development, as well as space and the urban context are important dimensions of education. This becomes particularly evident in concepts for local educational landscapes (Ger. Bildungslandschaften). The young field of research on educational landscapes is currently lacking empirical research from spatial and planning sciences. In the paper, the current state of scientific research on educational landscapes in Germany and Europe and first insights to contextual and spatial interfaces and linkages between education and urban development in general are presented.     

Inventory Models with Continuous and Poisson Demands and Discounted and Average Costs

We develop a new, unified approach to treating continuous‐time stochastic inventory problems with both the average and discounted cost criteria. The approach involves the development of an adjusted discounted cycle cost formula, which has an appealing intuitive interpretation. We show for the first time that an (s, S) policy is optimal in the case of demand having a compound Poisson component as well as a constant rate component. Our demand structure simultaneously generalizes the classical EOQ model and the inventory models with Poisson demand, and we indicate the reasons why this task has been a difficult one. We do not require the surplus cost function to be convex or quasi‐convex as has been assumed in the literature. Finally, we show that the optimal s is unique, but we do not know if optimal S is unique.     

E-governance and Corruption-developments and Issues in Ethiopia

This paper reports the results of a survey of 400 respondents in Ethiopia about factors generating corruption and the potential of e-Governance to mitigate corruption. It is suggested that e-Governance can help not only in weeding out corruption but also in the establishment of sounder government citizen relationships in Ethiopia. While e-Governance cannot cure all the structural factors that breed corruption in the society, strategic implementation of e-Governance can help improve the critical variable in combating corruption-government citizen relationships. It is argued that while e-Governance initiatives can make important contributions to improving public services they can best do so by helping improve overall relationships between governments and citizens.

CEO and Chairperson characteristics and firm performance

This paper focuses on the relationship between Chief Executive Officer (CEO) and Chairperson characteristics and firm performance. Specifically, the study examines the association between the characteristics of the CEO and the Chairperson of the board and firm performance. Using a sample of S&P 500 firms, the evidence found suggests that demographic and experience-related characteristics may be associated with the market valuation and financial performance of the firm. In particular, the reported results indicate a positive relationship between the presence of female CEOs or Chairs and firm performance, thus suggesting that gender-based differences may affect the CEO’s/Chairperson’s success. Moreover, the findings concerning the age of the CEO or Chair are mixed, while their experience and quality appear positively related to firm performance. Interestingly, a CEO or Chairperson holding multiple board seats is negatively associated with firm performance, whereas CEO duality has a positive relationship with Tobin’s Q and the return on assets (ROA) of the firm.     

David and Goliath: causes and effects of coopetition between start-ups and corporates

Coopetition (collaboration between competitors) among young firms (i.e. start-ups) and larger, more established firms (i.e. corporates) may be beneficial for both partners as each party typically has something to offer that is missing in the other. Start-ups often develop innovative ideas, are flexible and agile, willing to take risks, and aspire to achieve high growth, but they tend to lack the required resources, capabilities, and knowledge due to their newness and smallness. Corporates have resources, routines, and experience that enable them to work efficiently but lack a certain innovation capability. Research has suggested that coopetition represents an opportunity for start-ups facing restrictions in resources, while corporates benefit from start-ups’ innovative ideas. However, it is yet unknown whether start-ups and corporates engage in coopetition with each other and, if so, how and why they do this. This study seeks to fill this void by exploring the motives of coopeting start-ups and corporates, how they manage their coopetitive relationship, and what implications occur including potential benefits and risks. We present a multiple case study based on qualitative data collected through 70 interviews with Austrian-based start-ups and corporates representing 35 coopetitive partnerships. Discussing the findings based on our data, we propose relationships concerning coopetition and its role to enlarge resource- and technology-bases as well as its role in the development of dynamic capabilities.     

Career orientations and career success among research,and development and engineering professionals

Managing the careers of research, development and engineering (RD&E) professionals is important to the strategic use of RD&E in the economy. Appropriate mechanisms for motivating RD&E professionals will probably emerge as a critical success factor for organizations that want to compete in world markets. This study examines dimensions and levels of career orientation and their correlations with individual and work-related outcome variables among 78 RD&E professionals. The findings reveal a rich diversity of career orientation in RD&E professionals. The data strongly suggest that RD&E professionals are service, lifestyle and security oriented. However, they scored low on technical orientation and entrepreneurship. This paper suggests that the dual career ladder is not an effective device for managing RD&E professionals. Organizations must be careful to provide career paths that retain and motivate workers and, more importantly, find matches between organizational needs and individuals' needs, and restructure jobs accordingly. The authors offer suggestions for future research and identify implications for management.     

Work and shopping overflow — Consequences and differentiation among selected psychological and demographic characteristics

Contemporary individuals are forced to deal with excessive stimulation, which causes an overload in the cognitive and emotional areas. The purpose of this paper is to investigate the possible factors differentiating the perceived level of work and shopping overflow experienced by individuals and consequences of these states. Two psychological variables: cognitive control and sensation seeking, are chosen as potential factors differentiating the perceived levels of overflow. We assume that individuals with high cognitive control and sensation seeking will report lower levels of both types of examined overflows. Experiencing low overflow levels may manifest in the search for additional stimuli, rather than in the desire to limit them. Two indexes of behavior connected to seeking extra stimulation are selected: one belonging to the area of consumer behavior (readiness to participate in the experience economy) and one belonging to vocational behavior (choosing a boundaryless career). The quantitative study is conducted on a sample of 297 management students who are currently employed. The research results support the relation between cognitive control and perceived level of work and shopping overflow. Individuals who can cognitively control the situation and the incoming stimuli report lower levels of overflow. No significant relationship between sensation seeking and the level of overflow is found. The demographic variables that influence the perceived overflow are age and salary for work overflow and age for shopping overflow. As far as consequences of overflow are concerned, a low level of shopping overflow is related to readiness to participate in the experience economy. However, there is no link between work overflow and preferred career pattern. The managerial implications for human resource management and marketing strategy design are discussed.     

Review and reappraisal of modelling and predicting mental workload in single- and multi-task environments

The concept of mental workload has long been recognized as an important factor in individual performance within complex systems. It is documented that either overload or underload may degrade performance, and further affect the efficiency of the whole system. Therefore, systems designers need some explicit models to predict the mental workload imposed on individuals by the system at an early design phase so that alternative system designs can be evaluated. In examining mental-workload literature, it is found that few predictive mental-workload models have considered factors specific to individuals. This research aims to develop a practical framework for predicting mental workload in both single- and multi-task environments considering such individual factors. In order to describe mental workload more precisely and more completely, a framework for mentalworkload definitions, which contains instantaneous workload, average workload, accumulated workload, peak workload and overall workload, is proposed. In order to model individual factors, two new variables, i.e. effective workload and ineffective workload, are introduced to model the taskgenerated workload and individual-generated workload. The extension of the model to multi-task environments is also discussed. The proposed conceptual models are domain-independent and could be used to guide the development of operational models for different specific tasks.