摘要
在当今的顾客中心时代,随着顾客角色从被动的购买者向共同生产者、价值的共同创造者和能力的共同开发者等多重角色的转变,许多企业试图以更广阔的人力资源管理视野来看待顾客,并在顾客关系管理方面付出了前所未有的努力,以便更有效地管理顾客资源和提升顾客资产的价值。本文将讨论企业在关系管理中的努力是如何驱动顾客资产价值的,以便使企业从目标顾客所扮演的多重角色中所获得的收益最大化。同时,本文还在文献分析的基础上,构建了基于关系收益视角的综合概念框架,探讨了关系收益的双重角色,并运用来自于中国移动通信的顾客数据构建了结构方程模型,最终检测了关系收益的间接和调节角色。
In today's customer centered era,many firms tend to take a more broad view of human re- source management and great effort has been made to manage more effectively customer relationships and customer asset with the fundamental change of customers'roles from the passive purchaser towards the co-producer,value co-creator and competence co- developer,etc.In this paper,how business efforts in relationship management may drive customer asset is discussed.Based on extant research,an overall con- ceptual framework is developed and the dual roles of relationship benefits are analyzed.Then structural e- quation models are built to examine empirically the mediating and moderating roles of relationship bene- fits with evidence from telecommunication industry of China.
出处
《南大商学评论》
2006年第1期152-165,共14页
Nanjing Business Review
基金
国家自然科学基金项目(编号分别为70202002和70472052)的阶段性成果。
关键词
顾客资产
关系管理努力
关系收益
双重角色
customer asset
relationship management efforts
relationship benefits
dual roles
