| 顾客绑定策略集的创建及其实证检验 |
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| 引用本文： | 张瑞雪,董大海,Robert P.Leone,胡宁俊.顾客绑定策略集的创建及其实证检验[J].南开管理评论,2009,12(2). |
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| 作者姓名： | 张瑞雪 董大海 Robert P.Leone 胡宁俊 |
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| 作者单位： | 1. 大连理工大学企业管理系
2. 美国德州基督大学Neeley商学院 |
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| 基金项目： | 国家自然科学基金重点项目 |
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| 摘 要： | 本文在对顾客绑定进行文献研究的基础上,选择网络零售行业进行实地研究,从公司和消费者双向视角出发,利用深度访谈技术,形成顾客绑定策略集的初始要素.然后,在问卷中采用"消费者购买决策"的顾客绑定测量方法进行大规模问卷调查.最后,利用调查数据检验顾客绑定策略集的信度和效度,修正并形成了三个多题项顾客绑定策略集,包括二维度("省钱"和"赠送礼品")的财务绑定策略集,二维度("顾客关注"和"创建社区")的社会绑定策略集和三维度("快速服务"、"便利服务"和"安全服务")的结构绑定策略集.
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| 关 键 词： | 关系营销 顾客关系 网络零售企业 顾客绑定策略 |
Customer Bonding Tactics:An Exploratory Study |
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| Zhang Ruixue,Dong Dahai,Robert P.Leone,Hu Ningjun.Customer Bonding Tactics:An Exploratory Study[J].Nankai Business Review,2009,12(2). |
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| Authors: | Zhang Ruixue Dong Dahai Robert PLeone Hu Ningjun |
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| Institution: | Zhang Ruixue~1,Dong Dahai~1,Robert P.Leone~2,Hu Ningjun~1 1.School of Management,Dalian University of Technology,2.M.J. Neeley School of Business,Texas Christian University,U.S.A |
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| Abstract: | Despite the increasing recognition of the importance of relationship marketing,little research has been conducted to investigate and better understand how to implement relationship marketing programs with customers,especially in an e-environment. In response,this paper examines the tactics that companies use to develop and maintain long-term relationships with online customers in the e-retailing industry.The intention to enter into long-term relationships is described as having a"bonded relationship leading... |
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| Keywords: | Relationship Marketing Customer Relationship Etailor Customer Bonding Tactics |
| 本文献已被 CNKI 万方数据 等数据库收录！ |
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