顾客获取、顾客保留与服务创新绩效

Customer Acquisition,Customer Retention and Service Innovation Performance

将顾客导向战略分为顾客获取战略和顾客保留战略,以企业的探索式学习和利用式学习为传导机制,构建顾客导向战略向服务创新绩效转化的理论模型,以189家知识密集型服务企业为样本展开实证研究。结果表明:顾客获取正向影响探索式学习,探索式学习与突破式创新绩效正相关;顾客保留正向影响利用式学习,利用式学习与渐进式创新绩效正相关;高顾客获取-低顾客保留的组合正向影响探索式学习;低顾客获取-高顾客保留的组合正向影响利用式学习;低顾客获取-低顾客保留和高顾客获取-高顾客保留的组合既不利于企业的探索式学习,亦不利于企业的利用式学习。因而应提高知识密集型服务企业在整个服务业中的比重,因地制宜地选择知识密集型服务企业的顾客导向战略,通过组织学习提升服务创新绩效。

This paper divides customer orientation strategies into customer acquisition strategy and customer retention strategy,and constructs the research model based on the transformation of customer orientation strategy into innovation performance,which takes exploratory learning and exploitative learning as transmission mechanism. It conducts an empirical study based on 189 knowledge-intensive service corporations and finds that： customer acquisition strategy positively influences exploratory learning,which has a positive influence on radical innovation performance; customer retention strategy positively influences exploitative learning,which has a positive influence on incremental innovation performance. Besides,it finds that high acquisition-low retention combination positively influences exploratory learning; low acquisition-high retention combination positively influences exploitative learning; low acquisition-low retention and high acquisition-high retention combination will harm both kinds of learning. So we should increase the proportion of knowledge-intensive service corporation in the entire service industry,and knowledge-intensive service corporations should select the appropriate customer orientation strategy accordingly,and achieve innovation performance through organizational learning.