CRM赢回策略对消费者购买行为影响的实证研究

A Empirical Research:How CRM Win-back Strategy Influence Customer Satisfaction and Share of Wallet

一直以来,营销学界都把客户关系管理(Customer Relationship Management)的重点放在如何获得新顾客和维持现有顾客身上,而流失顾客赢回管理工作的重要性却长久地被忽视。为了证明失而复得顾客的重要价值,作者把顾客在流失前、赢回后两个不同阶段的满意度和购买份额作对比分析,结果发现,赢回后的顾客满意度和购买份额较流失前显著增加;用关系投资或价格促销策略赢回来的顾客满意度和购买份额,较被关系投资或价格促销吸引来的新顾客满意度和购买份额显著提高;流失前,顾客满意度与购买份额之间拟合的函数曲线呈反S型,厂商策略对这一阶段的顾客行为影响不显著;赢回后,顾客满意度与购买份额之间拟合的函数曲线呈S型,赢回策略对这一阶段的顾客行为影响显著;满意度与购买份额拟合的函数曲线参考点发生了位移。

For long the Marketing academia put much attention on the acquisition and retention of customers as the key strategies in customer relationship management （CRM）. However, strategies to winning back the lost customers have largely been ignored. To ex- plore the true value of this win-back approach in CRM, this study compares the resultant customer satisfaction and customer share of the same customers between the pre-win-back and the post-win-back stages. Evidences suggest that the satisfaction and customer share by the same customer in his/her post-win-back stage are significantly higher than those of the pre-win-back stage. Meanwhile, by using the same CRM techniques such as relationship investment and price promotion, the winning back customers present a higher satisfaction and customer share than those of new customers. More interestingly, the relationship between customer satisfaction and customer share seems to echo the notion of the Regret Theory in which the fitting curve is inverse： shaped. However, when the customers are won back, this fitting curve turns to be S-shaped and seems to go for the Prospect Theory. By comparison, the reference point of this fitting function is also shifted.