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| CRM赢回策略对消费者购买行为影响的实证研究 | |
| 引用本文： | 唐小飞,周庭锐,贾建民.CRM赢回策略对消费者购买行为影响的实证研究[J].南开管理评论,2009,12(1). |
| 作者姓名： | 唐小飞 周庭锐 贾建民 |
| 作者单位： | 1. 西南财经大学工商管理学院 2. 中国人民大学商学院 3. 西南交通大学经济管理学院 |
| 基金项目： | 国家自然科学基金，国家杰出青年科学基金，西南财经大学211工程三期重点学科建设项目 |
| 摘 要： | 一直以来,营销学界都把客户关系管理(Customer Rehtionship Management)的重点放在如何获得新顾客和维持现有顾客身上,而流失顾客赢回管理工作的重要性却长久地被忽视.为了证明失而复得顾客的重要价值,作者把顾客在流失前、赢回后两个不同阶段的满意度和购买份额作对比分析,结果发现,赢回后的顾客满意度和购买份额较流失前显著增加;用关系投资或价格促销策略赢回来的顾客满意度和购买份额,较被关系投资或价格促销吸引来的新顾客满意度和购买份额显著提高;流失前,顾客满意度与购买份额之间拟合的函数曲线呈反S型,厂商策略对这一阶段的顾客行为影响不显著;赢回后,顾客满意度与购买份额之间拟合的函数曲线呈S型,赢回策略对这一阶段的顾客行为影响显著;满意度与购买份额拟合的函数曲线参考点发生了位移. |
| 关 键 词： | 赢回策略 消费者满意 购买份额 |
A Empirical Research:How CRM Win-back Strategy Influence Customer Satisfaction and Share of Wallet |
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| Tang Xiaofei,Zhou Tingrui,Jia Jianmin.A Empirical Research:How CRM Win-back Strategy Influence Customer Satisfaction and Share of Wallet[J].Nankai Business Review,2009,12(1). | |
| Authors: | Tang Xiaofei Zhou Tingrui Jia Jianmin |
| Institution: | Tang Xiaofei~1 Zhou Tingrui~2 Jia Jianmin~2 1.School of Business Administration,Southwestern University of Finance & Economics,2.School of Economics & Management,Southwest Jiaotong University |
| Abstract: | For long the Marketing academia put much attention on the acquisition and retention of customers as the key strategies in customer relationship management(CRM).However,strategies to winning back the lost customers have largely been ignored.To explore the true value of this win-back approach in CRM,this study compares the resultant customer satisfaction and customer share of the same customers between the pre-win-back and the post-win-back stages.Evidences suggest that the satisfaction and customer share by ... |
| Keywords: | Win-back Strategy Customer Satisfaction Share of Wallet |
| 本文献已被 CNKI 万方数据 等数据库收录！ | |