基于CRM的大规模定制服务业顾客保留动态模型  

Dynamic Model of Customer Retention in Mass Customization Services Based on CRM

作　　者：赵迎红[1] 杨羽馨[2] 刘曼[3] 徐宏毅[3] 

机构地区：[1]武汉理工大学图书馆,湖北武汉430070 [2]武汉理工大学经济学院,湖北武汉430070 [3]武汉理工大学管理学院,湖北武汉430070

出　　处：《华中农业大学学报（社会科学版）》2010年第3期94-98,共5页Journal of Huazhong Agricultural University(Social Sciences Edition)

基　　金：国家自然科学基金资助项目(70471020)

摘　　要：以大规模定制和顾客保留理论为基础,结合客户关系管理和顾客情感理论,构建了CE-CRM二维结构模型,将动态的客户关系管理与顾客消费情感以及顾客忠诚相结合构建三维结构模型。并据此对大规模定制下服务业顾客保留动态模型进行研究,分析在客户关系管理的不同阶段顾客价值与顾客消费情感的不同特点和影响因素,阐释了该模型的运作机理。Based on mass customization and customer retention theory,this paper combines CRM with customer consumption emotion to build two-dimensional structure model,and then combines the dynamic customer relationship management with the three stages of customer consumption emotional and customer loyalty to build three-dimensional structure model.This paper made a study on the dynamic model of customer retention under the mass customization services and analyzed the different characteristics and influencing factors of customer loyalty and customer consumption emotion in different stages of customer relationship management.Finally,this paper illustrated the operation mechanism of this model.

关 键 词：大规模定制 客户关系管理(CRM) 顾客保留 顾客忠诚 顾客消费情感 

分 类 号：F274[经济管理—企业管理]