顾客导向行为与企业竞争优势关系的实证研究

Empirical Research on Relationship Between Customer-Orientation Behavior and Competitive Superiority of Enterprises

为了提高企业的竞争优势,用制造业和服务业的截面数据对不同企业所具有的顾客导向行为、理念及其对企业竞争优势的影响作了实证分析.研究结果显示,企业的顾客导向行为差异对企业赢得竞争优势具有直接、显著的影响;同时还发现了企业对"顾客投诉"这一因素的积极处理对企业的竞争优势有正向影响.

In order to raise the competitive superiority of enterprises, the cross-sectional data of manufacture and service industries in China were used to analyze the effects of the customer-orientation behaviors of enterprises on their competitive superiority. The research result shows that the customer-orientation behaviors of an enterprise influence its competitive superiority obtaining directly and significantly, and actively handling customer complaints has a positive effect on the competitive superiority of the enterprise.