客戶關(guān)系管理外文翻譯-其他專業(yè)-資料下載頁
2025-01-19 10:38本頁面
【導(dǎo)讀】極大的投資的同時(shí)只有少量的利潤回報(bào)。直覺上，增加客戶關(guān)系的管理應(yīng)該改良生。意表現(xiàn),但是這一種直覺有不一致的經(jīng)驗(yàn)或真正的現(xiàn)實(shí)支持。為了要了解這一種情。十個(gè)建議探究這些驅(qū)動(dòng)因素預(yù)期的效果而且要為未來的研究形成一個(gè)議程。Zeithaml,2021)然而,最近的crosscultural的調(diào)查結(jié)果顯示,,如同已經(jīng)更早地被設(shè)。這一個(gè)較遲的發(fā)現(xiàn)給那些將核心利益和客戶關(guān)系管理率先聯(lián)合的。利益存在過不同意見的主意增添了支持。理利益的下列各項(xiàng)目錄對(duì)最近的一個(gè)客戶關(guān)系管理進(jìn)行廣泛的收集和概述調(diào)查。些公正的三類型并在最后發(fā)展成CE。產(chǎn)生CE使他們的客戶關(guān)系的創(chuàng)造者有益。資將會(huì)忙于被評(píng)估為如CE的創(chuàng)造者的普遍預(yù)期的利益。系管理對(duì)CE的沖擊作用。其次,雇用CE如一個(gè)測(cè)量工具那樣提供財(cái)政的。售主管所必需的基金競爭支援客戶關(guān)系管理產(chǎn)生困難。常情況下提供給新客戶的一個(gè)廣泛的、多樣性的、CE方面的和改變的標(biāo)準(zhǔn)。們尋求客戶關(guān)系管理的測(cè)量時(shí)，將給學(xué)者提供獨(dú)特的挑戰(zhàn)。
【正文】 CRM initiatives to be evaluated based on their change in CE which provides a mon yardstick for a wide variety of customerimpacting initiatives. 5. Directions for future research It is our hope that as this outline for future research is pursued, the field will draw nearer to understanding the impact of investments in CRM capabilities. Several research considerations should be noted as scholars begin to pursue this stream of research. It is clear from the nature of this research that the cooperation of both the academic and business munities is required to test these propositions. First, additional qualitative research related to the core value drivers will be necessary as measurements are developed for empirical analysis. Given the nature of collecting data from specific panies and industries, the measurement of the theoretical constructs involved in the model will have to be modified to acmodate the particular language of the sample industry. Second, data required to test these propositions will e from pany records and surveys of both buyers and sellers. Even with improved CRM technology in place, it remains a challenge to collect these types of data because parties from multiple panies must cooperate in the research process. Third, to determine profitability, consideration must be given to the costs and benefits of these CRM initiatives which will require the cooperation of multiple functions within each pany. These issues can all be addressed, but each will provide unique challenges to scholars as they pursue the measurement of CRM. Beyond the coordination of academicians and practitioners, additional work will need to be done to turn these propositions into testable hypotheses. In particular this effort will require a search for moderating conditions that may impact the proposed relationships. For example, we note training and support have been found to moderate proposition three as it relates to CRM technology impacting salesperson performance (Ahearne et al., 2021). Training as a moderator may also impact customer service people as well. In addition, a customer39。s value emphasis, the extent to which quality, price and convenience are prioritized by the customer, may also moderate propositions impacting value equity. It is clear that each proposition will need to be carefully examined as specific hypotheses are tested. Additionally, items may need to be developed to fully support the measurement of customer equity and its three ponents: value, brand and relationship equity. We anticipate that this framework will provide fertile ground for future research.
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