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| 关系营销范式下营销努力对客户行为的影响研究 | |
| 引用本文： | 马宝龙,王高,李金林,李纯青.关系营销范式下营销努力对客户行为的影响研究[J].南开管理评论,2009,12(3). |
| 作者姓名： | 马宝龙 王高 李金林 李纯青 |
| 作者单位： | 1. 清华大学经济管理学院 2. 中欧国际工商学院 3. 北京理工大学管理与经济学院 4. 西安工业大学经济管理学院 |
| 摘 要： | 关系营销范式日益得到理论界和实业界的认可,但却很少有研究着眼于不同关系营销努力能否对衡量关系营销绩效的不同客户行为产生一致的影响作用.本文重点研究了客户关系感知与关系营销手段--回报计划对客户重复购买行为与客户份额增加所产生的不同影响.结果显示,不同的关系营销努力对客户重复购买行为与客户份额增加所产生的影响是不一致的,情感承诺与回报计划有助于促进客户的重复购买,而客户满意感与价格公平感更容易影响客户份额的增加. |
| 关 键 词： | 关系感知 回报计划 重复购买行为 客户份额 |
The Effect of Marketing Efforts on Customer Behavior under the Relationship Marketing Paradigm |
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| Ma Sao-lon,Wang Gao,Li Jin-lin,Li Chun-qing.The Effect of Marketing Efforts on Customer Behavior under the Relationship Marketing Paradigm[J].Nankai Business Review,2009,12(3). | |
| Authors: | Ma Sao-lon Wang Gao Li Jin-lin Li Chun-qing |
| Institution: | Ma Baolong1,4,Wang Gao2,Li Jinlin3,Li Chunqing4 1.School of Economics , Management,Tsinghua University,2.China Europe International Business School,3.School of Management , Economics,Beijing Institute of Technology,4.School of Economics , Management,Xi'an Institute of Technology |
| Abstract: | Despite the proliferation of relationship marketing in academic marketing literature and companies' marketing strategies,there is currently little published research that focuses on the different effects of relationship marketing efforts on customer behavior(both relationship maintenance behavior and relationship development behavior).Theoretically,there is a clear distinction between relationship maintenance behavior and relationship development behavior.However,this has not been empirically investigated.T... |
| Keywords: | Relationship Perceptions Reward Programs Repurchase Behavior Customer Share |
| 本文献已被 CNKI 万方数据 等数据库收录！ | |