电子商务环境下顾客的关系利益实证研究

关系利益是关系营销领域中正在兴起的一个重要概念,它的理论和应用价值已经吸引了越来越多的学者和管理人员的关注。本文的研究对象是网络服务中个体顾客的关系利益状况,这是一个尚未得到应有重视的研究领域。通过对超过500名网络购物者在线调查获得数据的统计分析,我们得到了电子商务环境下顾客的关系利益的四个维度因子:信任、社交、特殊待遇和荣誉利益。其中,荣誉利益是传统服务业中未曾探测到的利益因子。研究发现,网络环境下顾客对关系利益的评价显著影响着顾客的满意度,并且成正相关关系;信任利益和特殊待遇利益是在线顾客最为看重的利益因子;而社交利益与荣誉利益则表现出了在网络环境下的特殊性。     

Trade-offs among the elements of flexibility: a comparison from the automotive industry

Flexibility has long been recognized as a manufacturing capability that has the potential to impact the competitive position and the business performance of an organization ([1]: Cox Jr, T. Toward the measurement of manufacturing flexibility. Production and Inventory Management Journal 1989; First Quarter:68–72, [2]: De Meyer A, Nakane J, Miller JG, Ferdows K. Flexibility: the next competitive battle. Strategic Management Journal 1989;10:135–144). This recognition, however, has not led to a unanimous approach to flexibility. For example, Japanese manufacturers emphasize flexibility more than North American or European manufacturers ( [2]: De Meyer A, Nakane J, Miller JG, Ferdows K. Flexibility: the next competitive battle. Strategic Management Journal 1989;10:135–144). While this finding provides insight into the strategic choices made by these organizations in these countries, it does not provide an in-depth comparison of specific aspects of flexibility that are leveraged and emphasized differently. Such a comparison is necessary, however, if flexibility is to be more fully understood.This paper takes a step in that direction by first breaking down the concept of flexibility into its constituent elements and dimensions. Then we introduce the notion of looking at flexibility as a capability that must be planned for and built by a firm over a period of time along these constituent elements and dimensions. Questions are subsequently raised regarding whether trade-offs occur among different elements for a given flexibility dimension. We use industry wide as well as firm-specific qualitative data from the automotive industry to answer these questions, and show that several key aspects of manufacturing flexibility have been acquired and leveraged differently by American and Japanese producers. While linkages to business performance are not directly explored, our analysis reveals that even within the same industry, firms from different countries do indeed follow different strategies to developing their flexibility capability. Implications of these results for managerial practice, along with avenues for further research in this area, are also presented.     

基于企业——顾客认知互动过程的企业战略观

本文分析了企业战略理论发展的三种思想逻辑,总结了认识论是企业战略管理的理论基础,提出了基于企业—顾客认知互动过程的企业战略观。     

武器装备建设管理信息集成化问题研究

提高国防实力必须加强武器装备建设,武器装备建设管理信息集成化是实现武器装备现代化建设的有效途径。本文介绍了武器装备建设信息集成化的内涵及作用,分别阐述了CALS、SBA、VR、IMS等先进的装备建设信息集成化技术和方法,给出了建设武器装备信息集成化系统的建议。     

An Empirical Investigation of Web Site Use Using a Commitment‐Based Model

Companies throughout industry are interested in retaining existing customers, because customers' continuous consumption of products and services is critical to the long‐term value propositions of most organizations. Thus, decision‐making strategies that promote continuous use and customer retention are of research interest, both theoretically and practically. In the present research, we investigate one important area of continuous usage, that of Web site use. In particular, we use several theories of commitment to understand how an individual's decision to continue to use a Web site is influenced by his or her commitment toward that Web site and the vendor that supports it. Results derived from data collected from 335 users of a variety of Web sites indicated that affective commitment, calculative commitment, quality of alternatives, and trust were significantly associated with an individual's behavioral intention to continue to use a Web site. Implications for customer retention and decision‐making strategies are discussed.     

西方的顾客价值研究及其实践启示

西方企业寻求竞争优势的实践和相关理论的发展要求人们从顾客角度深入钻研顾客价值的确切含义和构成,顾客价值来源何处,顾客对企业提供的价值是如何认识、评价和取舍的,顾客价值如何变化等问题。本文将对西方国家在这一领域具代表性的研究和主要理论成果进行回顾、梳理和评论。     

可重构制造系统的体系结构

可重构制造系统是现代企业生存和发展的基本手段,具有较高可重构性的企业能在难以预测的环境中,面对竞争对手脱颖而出,本文从可重构制造系统的概念,组织体系,商业体系,产品体系及信息体系等方面研究了可重构制造系统的体系结构,探讨了可重构制造系统的可行性。     

Usability of Online Services: The Role of Technology Readiness and Context*

An important prerequisite for the success of any online service is ensuring that customers' experience—via the interface—satisfies both sensory and functional needs. Developing interfaces that are responsive to customers' needs requires a perspective on interface design as well as a deep understanding of the customers themselves. Drawing upon research in consumer behavior concerning consumer beliefs about technology, we deploy an alternative way to describe customers based on psychographic characteristics. Technology readiness (TR), a multidimensional psychographic construct, offers a way to segment online customers based upon underlying positive and negative technology beliefs. The core premise of this study is that the beliefs form the foundation for expectations of how things should work and how specific online service interfaces are evaluated by customers. At the same time, usability evaluations of specific online services might be contingent on contextual factors, specifically the type of site (hedonic vs. utilitarian) and access method (Web vs. wireless Web). The aspects of usability examined here are those incorporated into the usability metric and instrument based on the Microsoft Usability Guidelines (MUG). The results of an empirical study with 160 participants indicate that (i) TR customer segments vary in usability requirements and (ii) usability evaluations of specific online service interfaces are influenced by complex interactions among site type, access method, and TR segment membership. As organizations continue to expand their online service offerings, managers must recognize that the interface exists to serve the customers, so their design must be matched to market needs and TR.     

Optimal Temporal Customer Purchasing Decisions Under Trade‐In Programs with Up‐Front Fees

To entice customers to purchase both current and new generation products over time, many firms offer different trade‐in programs including programs that require customers to pay an up‐front fee. To examine the effectiveness of the trade‐in programs, we develop a two‐period model in which a firm sells the first generation product in the first period and the second generation product in the second period; however, the firm offers a trade‐in program that customers can participate in when purchasing the first generation product in the first period. To participate, each customer has to pay a nonrefundable fee in the first period so that she has the option to trade‐in her first generation product and receive a prespecified trade‐in value to be used for the purchase of the second generation product in the second period. To capture market heterogeneity and market uncertainty, we examine the case when the valuation of the first generation product varies among customers and the valuation of the second generation product is uncertain a priori. By analyzing a two‐period game, we determine the optimal purchasing behavior of each rational customer, and we show that the firm is always better off by offering its own trade‐in programs. Also, our numerical analysis reveals that trade‐in programs can benefit the firm significantly especially when (i) the residual value of the first generation product is high; (ii) the expected incremental value of the second generation product is high; or (iii) the valuation of the second generation product is highly uncertain.     

The Importance of Social Embeddedness: Churn Models at Mobile Providers

This article argues the importance of social embeddedness at mobile providers by examining the effects of customers’ network topological properties on churn probability—the probability of a customer switching from one telecommunication provider to another. This article uses data from regional snowball sampling—the only practically feasible network sampling method—to identify groups with significantly different churn ratios for customers with different network topological properties. Clear evidence indicates that individual network characteristics (node‐level metrics) have considerable impact on churn probabilities. The inclusion of network‐related measures in the churn model allows a longer‐term projection of churners and improves the predictive power of the model. With no possibility to carry out repeated sampling, sample stability was checked through simulation results. On the one hand, this article highlights the importance and effectiveness of the provider's tailored marketing campaigns by showing that customers targeted by direct marketing campaigns are less threatened by churn than nontargeted customers. On the other, this article shows that social embeddedness blocks the impact of the very same marketing efforts. This article forwards the idea that social embeddedness, also prevalent in vendor switching, can be extended to understanding the development of professional societies threatened by membership churn.