企业的顾客关系活动对顾客资产的差异性影响研究——基于分解法的实证剖析被引量：3

The Differentiated Impacts of Relationship Management Activities on Customer Asset: An Empirical Study based on the Disaggregated Approach

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摘要在当今的顾客中心时代,顾客同时扮演着共同生产者、价值的共同创造者和能力的共同开发者等多重角色。相应地,无论是在学术界,还是在企业界,顾客、顾客关系和顾客资产都得到了前所未有的战略关注。本文重点讨论企业的关系管理活动是如何影响顾客资产的不同源泉并潼关关系收益对其产生差异性影响的。同时,本文还运用"分解法",立足于顾客的视角,运用来自于中国的顾客数据构建了结构方程模型,并进行了假设检验。 In today＇s customer centered era, customers are playing multiple roles sttch as the co-producers, value co-ereators and competence co-developers, etc. Accordingly. customers, customer relationships and customer assets have attracted more attention from managers and scholars than ever. In this paper, how various relationship management activities may influence each value source of customer asset is discussed and how they may exert differentiated impacts through relationship benefits are explored. Then structural equation models are built by taking the disaggregated approach to examine empirically the hypotheses proposed with evidence from customers of China.

作者王永贵

机构地区南京大学商学院

出处《中大管理研究》 2006年第2期20-32,共13页 China Management Studies

基金国家自然科学基金项目(项目号:70202002 70472052和70672018)的阶段性成果

关键词顾客资产顾客关系活动关系收益 eustomer asset relationship management activities, relationship benefits

分类号 F274 [经济管理—企业管理]

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参考文献3

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二级参考文献10

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