苏皖地区移动通信业顾客资产实证研究——以关系资产为视角  

An Empirical Study on Customer Equity of Mobile Communication Industry in Jiangsu-Anhui Area——From the View Angle of Relationship Equity

作　　者：崔海云[1] 朱泽天 

机构地区：[1]安徽财经大学工商管理学院,安徽蚌埠233030 [2]国家统计局北京调查总队,北京102600

出　　处：《安徽商贸职业技术学院学报》2010年第3期30-33,共4页Journal of Anhui Business College

基　　金：安徽财经大学青年一般项目(课题号:ACKYQ1031)

摘　　要：以苏皖地区中国移动和中国联通的高校顾客为调研对象,结合移动通信企业经营管理实践,提出顾客资产与关系资产及其驱动因素之间的关系假设,通过实证研究的方法对其进行检验,并得出如下结论:顾客信任在关系资产乃至顾客资产的提升里扮演了相当重要的角色;顾客满意对顾客资产起着举足轻重的作用。The author did an empirical research on customer equity and his investigation target are China Mobile and China Unicom＇s customers working or studying in universities and colleges of Jiangsu-Anhui area. Combining the research with the operation and management practice of mobile communication enterprises, the author proposes a hypothesis concerning the relationship between customer equity and relationship equity as well as relationship equity and its driving factors, concluding that customers＇ trust plays an important role in promoting relationship equity and customer equity and customers＇ satisfaction has great influence on customer equity.

关 键 词：顾客资产 关系资产 顾客信任 顾客满意 实证研究 

分 类 号：F49[经济管理—产业经济]