互动导向、顾客关系与公司绩效--基于中国大陆的实证研究  

Interaction Orientation,Customer Relationship and Firm Performance: Evidence from China

作　　者：吴兆春[1] 于洪彦[2] 

机构地区：[1]澳门科技大学行政与管理学院,中国澳门氹仔 [2]中山大学管理学院,广东广州510400

出　　处：《经济管理》2013年第5期88-95,共8页Business and Management Journal ( BMJ )

基　　金：国家自然科学基金项目“基于共创价值的互动导向、顾客行为与企业绩效的实证研究”(71172163);广东省自然科学基金项目“互动导向与企业绩效关系模型构建与实证分析”(10151040504000002)

摘　　要：本文基于前人研究成果,构建了互动导向、顾客关系与公司绩效的关系模型,并在经济、文化、法律环境快速变化的新兴经济体中国进行了检验。本文构建了互动导向、顾客关系与公司绩效关系模型,并在中国大陆获取了104家合格的公司样本,运用回归分析和结构方程模型分析进行了实证检验。研究发现:互动导向程度越高顾客关系越好,顾客关系越好公司绩效越好,互动导向程度越高公司绩效越好,并且顾客关系在互动导向与公司绩效关系中存在部分中介作用。这说明,中国企业在实施互动导向战略过程中,应通过个性化公司产品和服务来提高每个顾客的满意度,通过顾客授权和顾客关系管理,着力提高顾客忠诚度和公司盈利能力。本文研究结论对提升我国企业的竞争力有一定的借鉴价值。The Era of Information has already come. Customers in nowadays expect firms to increasingly cus- tomize their products and services to meet their demands. Technological advances have heightened interactivity be- tween customers and firms, customers and customers, and firms and firms. At the same time, Marketing managers are being required to demonstrate the profitability of their marketing actions down to the level of their individual customers. Thus, increasing profit pressures, customer demand heterogeneity, and advances in technology all sug- gest that firms need to develop a new strategically orientation which is appropriate for survival and success in in- creasingly interactive marketing environment. These interactions help firms refine their knowledge about customer tastes and preferences. The effective and efficient management of interactions and interfaces at which these interac- tions occur are increasingly being recognized as sources of lasting competitive advantage. In 2008, Ramani and Kumar noticed this change in marketing environment, and published ＂Interaction Orien- tation and Firm Performance＂ in Journal of Marketing. This paper systematically proposed the new theory of interac- tion orientation. Interaction orientation reflects a finn＇s ability to interact with its individual customers and to take advantage of information obtained from them through successive interactions to achieve profitable customer relation- ships, and proved that interaction orientation is positively related to firm performance in America. However, there is no evidence which can prove this theory in emerging economies, which experience rapid changes in their economic, social, and legal institutions. What＇ s more, this paper pays no attention to how interaction orientation causes better performance. We address this research gap. We found that interaction orientation may cause better customer relation- ship and it plays an important role in promoting better firm performance. So, we proposed four hypotheses based on th

关 键 词：互动导向 公司绩效 顾客关系 新兴经济体 结构方程模型 

分 类 号：F276[经济管理—企业管理]