数字化转型对企业客户关系的影响  

The Impact of Digital Transformation on Enterprises’Customer Relationship

作　　者：葛海燕[1] 丁晓强 GE Haiyan;DING Xiaoqiang(School of International Trade and Economics,Anhui University of Finance and Economics,Bengbu 233030,China;School of Economics,Hefei University of Technology,Hefei 230093,China)

机构地区：[1]安徽财经大学国际经济贸易学院,安徽蚌埠233030 [2]合肥工业大学经济学院,安徽合肥230093

出　　处：《统计与信息论坛》2024年第9期106-117,共12页Journal of Statistics and Information

基　　金：国家社会科学基金一般项目“数字赋能零售业态高质量发展的机理与政策”(23BJY194);教育部人文社会科学研究青年基金项目“中国高技术产业链风险敞口的动态演化、形成机理与调控路径研究”(23YJC790017)。

摘　　要：数字化转型能否帮助企业更好地整合优化客户关系,是现阶段理论和实务界的重要议题。基于2007—2022年中国上市公司数据,实证检验数字化转型对企业客户关系的影响与机制以及由此产生的经济后果。研究发现:数字化转型显著促进了企业客户关系分散化,该结论在经过一系列稳健性检验之后依然成立。数字化转型通过提升企业市场竞争地位和客户需求满足程度,促进其客户关系分散化。数字化转型对于高对外开放程度、非国有、非耐用品行业、强知识产权保护以及高市场整合程度地区的企业的客户关系分散化作用更大。进一步分析发现,数字化转型导致的企业客户关系分散化可以显著降低企业经营风险、增加企业经营绩效。Whether digital transformation can help enterprises better integrate and optimize customer relationships is an important issue in both theoretical and practical circles.Based on the data of Chinese listed companies from 2007-2022,opply Python to crawl the analysis text of the annual reports of all listed companies in Shanghai and Shenzhen stock markets,and combine word frequency analysis technology to construct enterprise digital transformation indicator.By using the indicator,the impact and mechanism of digital transformation on enterprises’customer relationships are empirically examined.Further,the economic consequences of adjusting enterprise customer relationships are explored under the background of digital transformation.The main findings are as follows.First,digital transformation can significantly promote the decentralization of enterprise customer relationships.Moreover,after undergoing a series of robustness tests such as endogeneity treatment,replacing key variables,adjusting regression samples,and changing econometric models,the above conclusion still holds.Second,mechanism analysis shows that digital transformation can promote the decentralization of customer relationships by enhancing the enterprises’competitive position in the market and impoving its customers’satisfaction.The basic logic is that,on the one hand,digital transformation can enhance the enterprises’market competitiveness,which will help it enter a larger market,and acquire a larger customer base.On the other hand,digital transformation can alleviate information asymmetry between enterprises and their customers,which will ensure the enterprises quickly adjust their products or services to improve their customers’satisfaction and be helpful to attract target customers to actively seek cooperation with upstream enterprises.Third,heterogeneity analysis indicates that digital transformation has a greater impact on the diversification of customer relationships for enterprises in areas with high levels of openness to the outside wo

关 键 词：数字化转型 企业客户关系 供应链配置 经营风险 经营绩效 

分 类 号：F424[经济管理—产业经济]