摘要
转移成本是获取竞争优势和客户忠诚的关键因素,提高转移成本并锁定客户会带来丰厚的利润。在提出三种转移成本的类型:沉没成本、潜在投资、机会成本的基础上,又提出了管理客户转移成本的建议。
Customer switching costs is one of the key factors to acquire competence advantage and customer loyalty.Improving switching costs and locking in customers will bring companies great profits.This paper proposes three kinds of switching costs:sunk cost,prospective invest,opportunity cost and gives suggestions to manage switching costs.
出处
《科技与管理》
2003年第3期61-63,共3页
Science-Technology and Management
基金
国家自然科学基金资助项目(79970013).
