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关系营销对很多公司来说都是新理念。在很多国家,关系型的交换已取代交易型的交换成为规范。本文主要是测试一个客户关系管理模型,通过研究下列影响曼谷AIS公司基于客户行为的CRM效能的几个因子及它们之间的相互关系来进行,这几个因子分别是:服务质量,客户价值,客户满意度,以及品牌忠诚度。研究表明AIS公司应该致力于改进其服务质量中的移情性维度。同时,AIS如欲在将来市场成功,则应该增加其功能价值,并减少客户付出感知。
Relationship marketing is a new concept for many companies. In many countries, relational exchange has replaced transactional exchange as a norm. This paper mainly tests a customer relationship management model by studying the following factors that affect Bangkok company’s CRM performance based on customer behavior and their interrelationship: Quality of Service, Customer Value, Customer satisfaction, and brand loyalty. Research shows that AIS companies should work to improve the empathy dimension in their service quality. In the meantime, AIS, if it is to succeed in the future, should increase its functional value and reduce its customers’ perceptions.