客户关系维度及其度量模型

The Dimensions of Customer Relationship and the Model of Its Measurement

客户资源是企业的战略资源,建立、保持、发展与客户的关系是企业获取持续竞争优势的法宝.管理大师彼得.得鲁克曾说过:若不能度量,则不能很好的管理.因此如何分析与度量企业与客户的关系状况,是企业成功进行客户关系管理的前提.本研究提出了客户关系三维一体的立体概念:即关系的广度、长度和深度,并开发了以客户关系三个维度为基础的定量度量模型,为企业成功管理客户关系提供了有益的借鉴.

Customer resource is the enterprise＇s strategic resource. Building, keeping and developing good relationship with the customer is the key to get the enduring advantages for the enterprise. The managerial master said： If you can＇ t measure it, then you can＇t manage it well. So it is the premise for successful customer management of an enterprise that how to analyze and measure the customer relationship. This paper puts forward the three - dimensional concept about the customer relationship, that is：relationship width, depth and length. The paper develops the model to measure the customer relationship based on three dimensions of the customer relationship and provides beneficial reference for the enterprise to manage customer relationship successfully.