| 基于顾客权益的价值导向型顾客关系管理——理论框架与实证分析 |
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| 引用本文： | 王永贵,韩顺平,邢金刚,于斌.基于顾客权益的价值导向型顾客关系管理——理论框架与实证分析[J].管理科学学报,2005,8(6). |
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| 作者姓名： | 王永贵 韩顺平 邢金刚 于斌 |
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| 作者单位： | 南京大学商学院; 南开大学商学院; |
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| 摘 要： | 虽然目前有关顾客关系管理的探索正如火如荼,但相关理论与实践却并不乐观.在揭示现有理论与实践误区的基础上,开发出基于顾客权益的价值导向型顾客关系管理理论框架.然后,运用来自中国的实际数据,构建了结构方程模型,验证了顾客价值的关键维度及其对顾客权益的影响机制和影响程度,揭示出关系质量的中介效应.
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| 关 键 词： | 顾客权益 顾客价值导向 顾客关系管理 关系质量 |
Value oriented customer relationship management based on customer equity:(Conceptual) framework and empirical analysis |
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| Abstract: | Although customer relationship management in business and academic fields is becoming increasingly important in today's customer-centered era,the current situation of relevant studies and practices is not so optimistic,and many problems exist.Therefore,based on extensive literature review,this paper develops an integrated framework for value-oriented customer relationship management in perspective of customer equity by uncovering the current traps and problems in customer relationship management research an... |
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| Keywords: | customer equity customer value orientation customer relationship management relationship quality |
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