客户的关系属性及其对沟通行为的影响——以移动通信的集团客户为例

预测客户行为是客户关系管理的中心命题。采用客户的人口特征信息、消费数据等指标来预测客户行为,忽视了客户之间的互动,尤其是客户的关系属性。文章研究关系属性对移动集团客户沟通行为的影响。为突破以往研究的局限性,将集团客户看作是相互连接的社会网络,客户在这个社会网络中通过语音通话、短信、彩信等方式进行互动和沟通。研究结果显示,关系属性是客户沟通行为的重要预测变量,但在不同的沟通水平上存在着一些差异。结论对移动运营商的营销实践具有重要的借鉴意义。

The impact of relational attributes on mobile phone user' communication behavior

Predicting customers' behavior is a major analytical task in Customer Relationship Management(CRM).While the CRM analysts takes a large number of customer attributes such as demography information,consumption characteristics into account,the customers' interaction with each other,and in particular relational attributes have been ignored,although it is well known that customers are consciously or unconsciously connected to each other.This article focuses on the impact of relational attributes on mobile phone...