顾客价值与管理形态

12300071&0(,2002)12002Zeithaml1988Zeithaml(1990)Monroe1991Anderson(1993)Gale(1994)Butz(1996)Flint1997Values,desiredvaluesandvaluejudgmentWoodruff19971(70202002)NSFCCCUIPP--(70142023)--02CJL004219733/2Sweeney2001(1999)Sheth1991Sweeney2001PERVAL///self-concept/Churchill19793/200220031313perceivedsacrifices(Wangetal,2003),132ReichheldandSasser,1990BrownLipstein(1959)Kuehn1962/Engel&Blackwell(1982)Assael(1992,87)/Assael33Customerrelationshipmanagement,CRM2002Up-selling[Fornell,etal,1996;Rustetal,1994Bojanic,1996][Fornelletal,1996;Hallowell,1996]Mazumdar1993/1a1b1c1d2a2b2c2d3aCRM3bCRM3cCRM3dCRM/Zeithaml1996(HagelandAmstrong,1997)2e3eCRM3fCRM4Likert772000210400200200382A206B17617920345PLSPLSPLS-GRAPHAnderson/4constructs(0.7),(0.6)AVEAverageVarianceextracted0.6AVE0.5AVE[Fornell,eta.,1994]1CRMR20.79560.60130.80521AVE0.9260.7580.9300.6580.7560.913-0.681-0.790-0.7190.9180.3480.4470.469-0.6360.9020.6730.7720.804-0.6130.7440.9200.6760.8180.652-0.7230.7250.6760.925AVE2TT1a0.1571.649*1b0.5277.561**1c0.1622.204**1d-0.139-1.781*2a0.1030.9242b0.1081.1842c0.0760.6822d-0.088-0.8082e0.4604.286**3aCRM0.0780.6913bCRM0.0560.4413cCRM0.1722.238**3dCRM-0.024-0.3053eCRM0.2352.318**3fCRM0.4798.466***P0.05**P0.025.21a-1d0.46,2e2a2bmediator23f3e3c3a3b3d/6[1]Gale,B.T.ManagingCustomerValue[M].NewYork:FreePress,1994[2]Woodruff(1997),Customervalue:thenextsourceforcompetitiveadvantage,JournaloftheAcademyofMarketingScience,252pp.139-153[3]WangY.G.,LO,HP.Customer-focusedperformanceanditskeyresource-baseddeterminantsindynamicenvironments[J].CompetitivenessReview,AmericanSocietyforCompetitiveness,USA,2003,forthcoming[4].21[M].2002[5].——[J].20026[6]Sweeney,J.andSoutar,G.N,Consumerperceivedvalue:thedevelopmentofamultipleitemscale,JournalofRetailing,77,2001,p203-220.[7]Sheth,J.N.,Newman,B.I.andGross,B.L.,1991,Consumptionvaluesandmarketchoice,Cincinnati,Ohio:SouthWesternPublishing.[8].[M].2003[9].[J].20022:48-52[10].[J].20026:146-147CustomerValueandcustomerrelationshipmanagement:conceptualframeworkandempiricalevidenceYongguiWangInternationalBusinessSchool,NankaiUniversity,TianjinChina&Dept.ofManagementSciences,CityUniversityofHongKong,HongKong,ChinaAbstract:Theconnotationofcustomervalueisanalyzedbaseonextensiveliteraturereviewinthispaper.Furthermore,thekeydimensionsofcustomervalueareidentified,aconceptualframeworkofvalueorientedcustomerrelationshipmanagementisdevelopedandseveralhypothesesareproposed.ThenmuchattentionisgiventothedevelopmentofstructuralequationmodelsbyusingPLSMethodandhypothesesaretestedbasedonevidencefromChina.Keywords:Customervalue;Customerrelationshipmanagement;Performance