两类食品安全情境下的客户关系脆弱性理论探索

Theoretical Exploration on Customer Relationship Vulnerability in Two Types of Food Safety Situation

作为企业的核心价值要素,客户关系对企业目标与业绩具有重要影响,特别是对于食品企业,重要性尤为突出。食品安全的保障是维系良好客户关系的前提,在实际中食品企业常面对两类食品安全情境,即常态情境与危机情境,如何就两类情境下的客户关系展开分析是企业客户管理的核心内容。因此,研究者在客户满意度、忠诚度、流失与关系价值等理论基础上,为表示客户关系的稳定性,提出描述客户关系的新概念即客户关系脆弱性,并从"物理-信息-心理"空间上分别就两类情境下的客户关系展开论述,从而揭示食品企业客户关系的内在机理。

As the core value element of an enterprise, customer relationship has an important influence on the goals and performance of the enterprise, especially for food enterprise the significance is particularly outstanding. Food safety guarantee is the premise of keeping good customer relationship. In practice, food enterprise often faces two types of food safety situation, namely normal situation and crisis situation. How to analyze the customer relationship is the core content of enterprise customer management in the two types of situation. Consequently, based on the theories of customer satisfaction, loyalty, loss and relationship value, this paper proposes a new concept that is customer relationship vulnerability for describing the stability of customer relationship, and discusses the customer relationship in the two types of situation in “physical-informational-psychological” space, which uncovers the inner mechanism of customer relationship for food enterprise.