摘要
客户价值研究是客户关系管理研究中的重要内容,本文基于客户视角对客户价值进行分析,提出客户价值应包含五个关键维度:功能价值、社会价值、情感价值、知识价值和感知牺牲。同时建立了客户价值对基于客户行为的客户关系管理(CRM)绩效的影响理论模型并提出相关假设,然后通过实证分析验证该假设,最后讨论了实证结果及其对客户关系管理实践的指导意义。
Customer value plays an important role in customer relationship management(CRM). Based on customer perspective, customer value is analyzed and its key dimensions are identified. Functional value, social value, emotional value, epistemic value and perceived sacrifices are the key dimensions of customer value. Then the evaluation of customer relationship management performance is discussed in terms of customer behavior and customer value, and several hypotheses are proposed in this paper. At last, the hypotheses are tested, which are meaningful for CRM activities.
出处
《运筹与管理》
CSCD
2005年第1期138-142,共5页
Operations Research and Management Science
基金
教育部重点课题基金资助项目(DEB030271)
关键词
企业管理
客户价值
CRM绩效
客户关系管理
enterprises management
customer value
CRM performance
customer relationship management
