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多渠道关系沟通已经成为公司构建长期有利的顾客关系的一种重要策略,它通过运用多种沟通渠道向现有顾客发送个性化信息,实现公司关系营销目标。通过为期13个月对2960名顾客的实地研究和调查研究,本研究验证了影响关系沟通效力的3个关键因素:沟通量、沟通渠道组合和顾客渠道偏好,以及它们对顾客关系质量的影响。研究发现,顾客关系质量受多渠道关系沟通的影响遵循一个倒U型曲线轨迹:在沟通量达到理想水平之前,顾客会积极地反应,顾客关系质量会上升,在超过理想水平之后,顾客会消极地反应,顾客关系质量会下降;并且这种负面反应会因使用多种渠道而加剧,但是通过调整关系沟通渠道与顾客偏好的渠道相一致,能提升关系沟通渠道对顾客关系质量的正面效应。
Multi-channel relationship communication has become an important strategy for companies to build long-term and favorable customer relationships by sending personalized messages to existing customers through various communication channels to achieve the company’s relationship marketing goals. Through a 13-month field study and survey of 2960 customers, this study validates three key factors that affect the effectiveness of relationship communication: communication volume, mix of communication channels and customer channel preferences, and their impact on customer relationship quality. The study found that customer relationship quality is influenced by the multi-channel relationship following an inverted U-shaped trajectory: before the amount of communication reaches the desired level, the customer will react positively and the quality of customer relationship will rise. When the ideal level is exceeded, the customer will be negative And the quality of customer relationship will decline; and this kind of negative reaction will be aggravated by the use of multiple channels, adjusting the communication channel to be consistent with the customer preference channel can improve the positive effect of the relationship communication channel on customer relationship quality.