渠道成员参与情况下顾客忠诚影响因素研究
首发时间:2007-12-21
摘要:以服务业为背景,结合渠道理论与客户关系管理理论,整合并改进了现有文献的顾客忠诚模型。有别于大多文献研究企业与顾客之间的直接关系,模型考虑了渠道成员参与情况下,渠道成员的售前、售中、售后行为对顾客忠诚的影响。最后提出了管理渠道成员行为的建议策略。
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Study on the influence factors of customer loyalty considering channel members’participation
Abstract:This paper based on service industry, improved the customer loyalty model using the theory of channel and CRM. Different form most literature, this model didn’t study the direct relation between enterprise and customer but considered channel member’s participation. Model described the influence of channel member’s behavior in the entire marketing process. At last, put forward a strategy to manage channel member’s behavior.
Keywords: Channel CRM Middleman behavior loyalty influence factors
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No.1723217848811982****
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