科研管理

科研管理 ›› 2007, Vol. 28 ›› Issue (5): 121-127.

• 论文 • 上一篇    下一篇

D&B忠诚模型预测厂商绩效的实证研究

唐小飞, 周庭锐, 陈淑青   

  1. 西南交通大学,经济管理学院,四川,成都,610031
  • 收稿日期:2006-11-01 出版日期:2007-09-24 发布日期:2011-05-16
  • 作者简介:唐小飞(1974-),男(汉),四川宜宾人,博士生,研究方向为市场营销,消费者行为。
    周庭锐(1961-),男(汉),台湾高雄人,教授博导,研究方向为市场营销,消费者行为。
    陈淑青(1964-),女(汉),台湾台北人,教授博士,研究方向为市场营销,消费者行为。
  • 基金资助:

    国家自然科学基金项目(70472043) :高度异质化市场下的厂商竞争:初探后WTO时代的中国市场。

Using D & B loyalty mode to predict company performance: An empirical study

Tang Xiaofei, Zhou Tingrui, Chen Shuqing   

  1. School of Management & Economics, Southwest Jiaotong University, Chengdu 610031, China
  • Received:2006-11-01 Online:2007-09-24 Published:2011-05-16

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摘要： 虽然既有的研究表明忠诚与绩效之间有着直接的联系,但是剥去忠诚的多维性和复杂性特点,直接用忠诚预测厂商绩效,其结果使一些现象不能得到很好地解释。用D&B的忠诚模型去预测厂商绩效,并把这种预测置于顾客赢回管理的背景下去考查,结论有利于厂商制定正确的顾客赢回管理战略,并把有限的营销资源分配到需要赢回的、最有价值的顾客身上,结论也对中外管理者成功开展CRM有一定的借鉴和参考价值。

关键词: 顾客忠诚, 预测, 厂商绩效

Abstract: Although the present researches show that there are direct relationship between the customer loyalty and the company performances, certain phenomena still could not be explained clearly if the company performances is directly predicted by loyalty, regardless of the multi-dimension character and the complication of loyalty. Predicting the company performances by D&B loyalty model and applying the prediction to win back customers, the results will benefit to the company that constituts proper strategies to re-win customers and allocates the limited resources to the most valuable customers who need to be win back. These conclusions also provide the useful references for managers of China and foreign countries to carry out CRM.

Key words: customer loyalty, prediction, company performances

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