| D&B忠诚模型预测厂商绩效的实证研究 |
| |
| 引用本文： | 唐小飞,周庭锐,陈淑青.D&B忠诚模型预测厂商绩效的实证研究[J].科研管理,2007,28(5):121-127. |
| |
| 作者姓名： | 唐小飞 周庭锐 陈淑青 |
| |
| 作者单位： | 西南交通大学,经济管理学院,四川,成都,610031 |
| |
| 基金项目： | 国家自然科学基金项目（70472043）：高度异质化市场下的厂商竞争：初探后WT0时代的中国市场 |
| |
| 摘 要： | 虽然既有的研究表明忠诚与绩效之间有着直接的联系,但是剥去忠诚的多维性和复杂性特点,直接用忠诚预测厂商绩效,其结果使一些现象不能得到很好地解释。用D&B的忠诚模型去预测厂商绩效,并把这种预测置于顾客赢回管理的背景下去考查,结论有利于厂商制定正确的顾客赢回管理战略,并把有限的营销资源分配到需要赢回的、最有价值的顾客身上,结论也对中外管理者成功开展CRM有一定的借鉴和参考价值。
|
| 关 键 词： | 顾客忠诚 预测 厂商绩效 |
| 文章编号： | 1000-2995（2007）05-007-0121 |
| 收稿时间： | 2006-11-01 |
| 修稿时间： | 2006-11 |
Using D & B loyalty mode to predict company performance: An empirical study |
| |
| Tang Xiaofei, Zhou Tingrui, Chen Shuqing.Using D & B loyalty mode to predict company performance: An empirical study[J].Science Research Management,2007,28(5):121-127. |
| |
| Authors: | Tang Xiaofei Zhou Tingrui Chen Shuqing |
| |
| Institution: | School of Management & Economics, Southwest Jiaotong University, Chengdu 610031, China |
| |
| Abstract: | Although the present researches show that there are direct relationship between the customer loyalty and the company performances, certain phenomena still could not be explained clearly if the company performances is directly predicted by loyalty, regardless of the multi-dimension character and the complication of loyalty. Predicting the company performances by D&;B loyalty model and applying the prediction to win back customers, the results will benefit to the company that constituts proper strategies to re-win customers and allocates the limited resources to the most valuable customers who need to be win back. These conclusions also provide the useful references for managers of China and foreign countries to carry out CRM. |
| |
| Keywords: | customer loyalty prediction company performances |
| 本文献已被 维普 等数据库收录！ |
| 点击此处可从《科研管理》浏览原始摘要信息 |
| 点击此处可从《科研管理》下载免费的PDF全文 |
|
