基于顾客权益的价值导向型顾客关系管理——理论框架与实证分析

Value oriented customer relationship management based on customer equity:(Conceptual) framework and empirical analysis

虽然目前有关顾客关系管理的探索正如火如荼,但相关理论与实践却并不乐观.在揭示现有理论与实践误区的基础上,开发出基于顾客权益的价值导向型顾客关系管理理论框架.然后,运用来自中国的实际数据,构建了结构方程模型,验证了顾客价值的关键维度及其对顾客权益的影响机制和影响程度,揭示出关系质量的中介效应.

Although customer relationship management in business and academic fields is becoming increasingly important in today＇s customer-centered era, the current situation of relevant studies and practices is not so optimistic, and many problems exist. Therefore, based on extensive literature review, this paper develops an integrated framework for value-oriented customer relationship management in perspective of customer equity by uncovering the current traps and problems in customer relationship management research and practices. Then following several hypotheses proposed based on the framework, more attention is given to the building of structural equation models by using Partial Least Square Method and hypotheses testing on the basis of the evidence from China. As a result, the key dimensions of customer value are identified and their impacts on customer equity are examined. This definitely lays a solid foundation for future theoretical research and practical applications.