基于客户行为的交易关系与客户风险研究  

Study on Transactional Relationship and Customer Risk Based on Customer Behavior

作　　者：肖丽妍[1] 齐佳音[1] 屈启兴[1] 

机构地区：[1]北京邮电大学经济管理学院,北京100876

出　　处：《北京邮电大学学报（社会科学版）》2013年第2期86-94,共9页Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)

基　　金：国家自然科学基金项目(71171023);教育部新世纪优秀人才支持计划项目(NCET-10-0241);教育部博士点基金(博导类)项目(20120005110015)

摘　　要：客户关系作为一种企业资产具有不确定性。这种不确定性导致客户风险客观存在性,并且威胁企业发展,其有效管理成为企业燃眉之急。根据企业与客户的交易契约约束力的强弱程度,将客户关系划分为三种类型:契约型、半契约型和非契约型,并分析其客户行为特征;基于客户关系管理的三个阶段,构建由客户获取风险、客户维系风险和客户关系终止风险构成的客户风险体系,阐述其定义、产生和后果;从而基于"交易关系类型—交易关系约束力—客户行为—客户风险"的主线探索三种交易关系与三个客户风险的关系特征。As an enterprise property, the customer relationship shows kind of uncertainty, which results in cus- tomer risk and even threats the development of enterprise. Aiming at providing a theoretical basis for the effective customer risk management, firstly, the customer relationship is divided into three types： contractual context, semi-contractual context and non-contractual context, according to the degree of strength of contract binding be- tween enterprise and customer and analysed customer behavior features; secondly, the customer risk system which is composed of the risk of customer acquisition, the risk of customer retention and the risk of termination is built according to the customer life cycle and its definition, origin and result are also discussed. Furthermore, the characteristics of relationship between three contexts and three types of customer risk is explored in line with “transactional relationship type-transactional relationship binding-customer behavior-customer risk”.

关 键 词：客户行为 交易关系 客户风险 

分 类 号：F713.55[经济管理—市场营销]