客户价值评价指标体系设计

客户关系管理是目前管理研究的热点,企业对客户价值的评估是其基础问题之一。如何设计一套实用的客户价值评价指标体系仍是尚未解决的问题。针对这种情况,在客户全生命周期管理的指导下,本文设计了一套分别针对最终客户和中间客户的评价指标体系,详细阐述了其管理应用,并进行了具体案例分析,证实了该指标体系的有效性。     

顾客消费情感对顾客满意感的影响

作者在广州某高校内的餐厅进行了一次实证研究,探讨顾客感觉中的服务质量、顾客情感和顾客满意感之间的关系。数据分析结果表明,顾客感觉中的软质量直接影响顾客餐后的正面情感,而顾客餐后的正面情感直接影响顾客满意感;顾客对软、硬质量的期望与服务实绩之差对顾客餐后的正面情感、顾客满意感都有显著的直接影响,顾客对软质量的期望与服务实绩之差对顾客餐后的负面情感也有显著的直接影响。此外,顾客餐前的情绪也会影响顾客餐后的情感和顾客对自己就餐经历的评估。     

顾客关系、信任与顾客对服务失败的反应

优异的服务质量是建立长期顾客关系的重要手段。本文通过实际调查,分析了服务质量的两个维度--结果质量和过程质量对顾客满意度和重购意愿的影响,并探讨了顾客关系和信任感在服务评价和顾客反应方面的作用。研究发现,服务过程和服务结果间存在交互作用,顾客关系对服务质量的影响发挥着调节功能,信任感经由服务结果而影响顾客的反应。     

Impact of customer loyalty and service operations on customer behaviour and firm performance: empirical evidence from UK retail sector

Abstract

Retail networks are striving to achieve competitive advantage by increasing value through loyalty and efficiency with a focus on service operations. As sales promotions have become an integral part of the retail supply chain planning, customer behavioural aspects based on loyalty and service operations have been challenged greatly. Subsequently, management capabilities, such as planning and timely replenishment, have become complicated tasks for many retail store managers. This study develops a model integrating retail network value and efficiencies with customer behaviour and performance. We validate the model using survey data from prominent U.K. retail store customers. Our data analysis shows that both loyalty and service operation attributes have positive significant impact on customer behaviour, while the service operation mediates the relationship between loyalty and customer behaviour. This result gives a new outlook to build managerial capability based on customer loyalty and service operations. Our results specifically show that the service operation attributes will indirectly influence the customers’ buying behaviour even in the presence of loyalty attribute such as promotion schemes. This result sends a strong signal to retail supply chain managers to offer customised promotions considering local community rather than having uniform sales promotion nationwide.     

Differential customer racial attitudes toward scandal and patriotism: The Mitchell Report,the Olympics,race, and baseball memorabilia

This paper investigates differential customer racial reaction to negative and positive publicity related to professional athletes. In terms of negative publicity, it analyzes the effect of mention in the Mitchell Report on the price of baseball cards. In regards to positive publicity, it considers the impact of having been identified as a member of the United States Olympic or national team. After controlling for player productivity with performance statistics, the effects of being mentioned in the Mitchell Report are isolated within regression analysis to draw conclusions concerning customer racial attitudes toward the steroids scandal. Similar analysis is conducted to see the impact of being seen as a baseball representative of the United States. Regression results are consistent with the conclusion that negative publicity devalues the cards of nonWhite players but not of White players. Positive publicity, however, increases the value of a player's card regardless of ethnicity.     

忠义之气：张齐贤对宋初儒学政治文化的构建及其政治实践

宋初倡导“名节”的思想在张齐贤那里得到了明确的贯彻。他宣讲的“忠义”观念成为宋代政治文化的核心规范意识。“忠义”作为一种思想规范对相当广泛的社会层面产生着约束力，成为传统社会士大夫阶层共同的心理定式，使之由过去对功名的孜孜追求，转向道德精神的弘扬。北宋立国之后，“忠义”作为政治思想的基本原则和政治道德的主体形态，在新的时代情境中得到了特别的强调。张齐贤的政治治理思想，体现在地方治理和对外谋略两个方面，而在此两个方面他都践履了自己所倡行的“忠义”理念。     

Multivariate Approach for Comparative Evaluations of Customer Satisfaction with Application to Transport Services

In problems related to evaluations of products or services (e.g. in customer satisfaction analysis) the main difficulties concern the synthesis of the information, which is necessary for the presence of several evaluators and many response variables (aspects under evaluation). In this article, the problem of determining and comparing the satisfaction of different groups of customers, in the presence of multivariate response variables and using the results of pairwise comparisons is addressed. Within the framework of group ranking methods and multi criteria decision making theory, a new approach, based on nonparametric techniques, for evaluating group satisfaction in a multivariate framework is proposed and the concept of Multivariate Relative Satisfaction is defined. An application to the evaluation of public transport services, like the railway service and the urban bus service, by students of the University of Ferrara (Italy) is also discussed.     

A New Feature Selection Method for Text Categorization of Customer Reviews

With the rapid development of e-commerce, online consumer review plays an increasingly important role in consumers’ purchase decisions. Most research papers use the quantitative measures of consumer reviews for statistical analysis. Here we focus on analyzing the texts of customer reviews with text mining tools. We propose a new feature selection method called maximizing the difference. Various classification methods such as boosting, random forest and SVM are used to test the performance of the new method along with different evaluation criteria. Both simulation and empirical results show that it improves the effectiveness of the classifier over the existing methods.     

Customer Use of Virtual Channels in Multichannel Services: Does Type of Activity Matter?

Many firms have recently adopted virtual channels, based most notably on the Internet and the phone, to complement the delivery of services to their customers by their existing physical facilities. The success of such multichannel (MC) strategies relies on the alignment of service design decisions—namely those concerning the allocation of service activities to virtual channels—with customers’ MC behavior. Although prior studies have looked at the intensity with which customers use virtual channels, they have not addressed virtual channel use for different types of service activities. In our study, we investigate whether customers’ use of virtual channels for MC services varies with the type of service activities they engage in, and if so, in what way. In doing so, we address two objectives. First, we investigate the impact of accessibility to the physical channel on the degree of use of virtual channels (Internet and phone, aggregated) for different types of activities. Second, we look at channel preferences (Internet vs. phone) for different types of activities when customers do resort to virtual channels to conduct activities. To address our objectives, we develop and test hypotheses regarding customers’ use of virtual channels based on the match between activity attributes (complexity and volume) and channel attributes (access efficiency, interface efficiency, interface richness). Using data from a MC bank, we find that the impact of accessibility to physical channels (specifically, customer distance) on customers’ use of virtual channels, as well as the relative use of Internet versus phone, depend on the type of activities.