移动互联网环境下的顾客契合及其过程与驱动机制研究

On Customer Engagement with Its Process and Driving Mechanism Under the Mobile Internet

移动互联网应用的发展使企业营销范式从产品导向转变为互动导向,顾客契合成为新兴营销范式研究的重要主题。通过梳理顾客契合的维度和形成过程,提出移动互联网环境下顾客契合的"态度-行为"过程模型,然后分别从顾客和企业视角阐述顾客契合的影响因素和收益结果,并以此为基础构建顾客契合的驱动机制模型。顾客契合的驱动机制研究揭示了企业的互动导向、激励机制与管理策略和顾客的互惠、利他偏好、满意度与忠诚度对顾客契合的直接驱动影响,以及企业和顾客获得的价值收益对顾客契合的间接驱动影响。

The development of mobile internet application has transferred the enterprise marketing paradigm from product orientation to interactive orientation,and customer engagement has become a new important theme of marketing paradigm research.By combing the dimensions and the forming process of customer engagement,the model of customer engagement was proposed based on the＂attitude-behavior＂model in the mobile internet,and then the driving mechanism of customer engagement was constructed by an analysis of the influencing factors and the value earnings of customer engagement from the perspectives of customers and enterprises.The driving mechanism research of customer engagement revealed that enterprises＇interactive orientation,incentive mechanism and management strategy,and customers＇reciprocity,altruistic preference,satisfaction and loyalty directly drive customer engagement,whereas the value earnings of enterprises and customers drive customer engagement in an indirect way.