CRM中客户忠诚对价格敏感性的影响研究

Research on the Influence of Customer Loyalty upon Price Sensitivity in CRM

综合考虑了CRM中的客户竞争、客户保持和转移成本因素,建立了基于客户忠诚度的客户关系保持的数学模型。然后以客户保持模型为基础,从理论上分析了不同忠诚度水平的客户的价格敏感性的不同及其原因。最后以客户价格敏感性为基础,得到了可供企业CRM系统借鉴的客户保持的定量策略。

This paper incorporates the influences of customer competition,customer retention and switching costs in CRM and establishes customer relationship retention model based on customer loyalty.On the basis of the model,it analyses the differences of price sensitivity of customers with different loyalty and the reasons for the differences theoretically.Finally,it proposes the quantitative strategies for customer retention in the CRM system of enterprise based on the price sensitivity.