顾客互动前沿研究——内涵、维度、测量与理论演进脉络述评  

Literature Review of Customer Interactions: Connotation, Dimensions,Measurement and Theoretical Evolution

作　　者：张欣[1] 杨志勇[2] 王永贵[3] 

机构地区：[1]对外经济贸易大学图书馆,北京100029 [2]河北经贸大学工商管理学院,河北石家庄050061 [3]对外经济贸易大学中国企业"走出去"协同创新中心国际商学院,北京100029

出　　处：《国际商务（对外经济贸易大学学报）》2014年第4期86-94,共9页INTERNATIONAL BUSINESS

基　　金：国家社科基金重大项目(12&ZD205和11&ZD004);国家自然科学基金(71072019);对外经济贸易大学杰出青年学者培育计划的阶段性成果

摘　　要：近年来,随着网络技术升级和"新媒体"在企业实践中的广泛应用,有关供应商与顾客互动的研究得到了前所未有的关注。本文首先基于市场营销、电子商务和整合营销沟通等领域的相关理论,对近三十年来供应商与顾客互动的相关文献进行梳理,并重点围绕顾客与供应商互动的内涵、维度和测量等关键问题进行述评;然后,又基于关系营销及服务主导逻辑两条主线,对供应商与顾客互动的理论发展和演进脉络进行归纳与分析,以期对企业的相关实践提供指引,为未来的相关研究奠定基础。In recent years, great attention has been paid to the interactions between suppliers and customers with the technological upgrading of the web and wide application of new social media in firm practices. Based on the marketing,e-commerce, and integrated marketing communication theories, this paper reviews relevant literature extensively and intensively in the past thirty years and explores the connotation, dimensions and measurement of such interactions. Furthermore,the paper discusses the development and evolution of supplier-customer interaction theory based on two research streams of relationship marketing and service dominance logic, coming up with practical guidance for managers and laying a solid foundation for future studies.

关 键 词：互动 互动营销 媒介互动 

分 类 号：F274[经济管理—企业管理]