社會互動營銷對銀行客戶關(guān)系價值影響研究
發(fā)布時間：2018-11-02 17:20
【摘要】：與客戶中心時代相適應(yīng),客戶關(guān)系管理重要性日益凸現(xiàn),它體現(xiàn)了價值導(dǎo)向的管理理念,是一種基于價值的管理模式,客戶關(guān)系具有社會屬性,社會互動是關(guān)系營銷不可或缺的部分,信息技術(shù)的發(fā)展又為社會互動在營銷中的應(yīng)用提供了豐富的手段和工具,有必要研究新的營銷策略和工具,通過社會互動,在為客戶創(chuàng)造價值同時增加企業(yè)收益。學(xué)術(shù)界和實(shí)業(yè)界嘗試將社會互動的理論方法與營銷相結(jié)合,創(chuàng)新營銷模式,充分挖掘與客戶的關(guān)系價值,構(gòu)建基于社會互動的客戶關(guān)系管理理論體系。為實(shí)現(xiàn)上述目標(biāo),還有若干問題有待深入研究,包括企業(yè)如何在客戶關(guān)系管理中管理、調(diào)節(jié)和傳遞社會互動,如何與產(chǎn)品特性和客戶特征相結(jié)合,這是社會互動理論與客戶關(guān)系管理的有機(jī)結(jié)合,也是有效地挖掘客戶關(guān)系價值的要求。針對上述問題,本課題基于社會學(xué)和心理學(xué)的相關(guān)理論,結(jié)合客戶關(guān)系管理的思想,以自然實(shí)驗(yàn)為主要研究方法,與某大型商業(yè)銀行合作,嘗試將社會互動的營銷方法與經(jīng)濟(jì)利益刺激相結(jié)合,挖掘客戶關(guān)系價值,具體內(nèi)容包括:(1)基于互惠理論和前景理論設(shè)計新的銀行客戶回報計劃,在經(jīng)濟(jì)驅(qū)動的基礎(chǔ)上融入互惠機(jī)制�？蛻舨皇莾稉Q積分,而是收到意外的禮物。進(jìn)一步比較了在贈送禮物總價值相等的條件下,一次性贈送和分兩次贈送的客戶反應(yīng)。結(jié)果發(fā)現(xiàn)接受禮物的客戶對銀行的忠誠顯著高于對照組的客戶,在長期的客戶關(guān)系周期中也貢獻(xiàn)更多價值,同時,分多次贈送比一次贈送效果更好。(2)基于解釋水平理論設(shè)計新的促銷方式,通過限制購買理財產(chǎn)品的時間,檢驗(yàn)心理距離對消費(fèi)者購買行為的影響。結(jié)果發(fā)現(xiàn),在購買體驗(yàn)型理財產(chǎn)品時,感知時間距離對客戶的購買決策有顯著影響,能夠顯著影響客戶在單筆購買中貢獻(xiàn)的價值,對搜索型理財產(chǎn)品的購買決策影響不明顯。(3)基于社會性互動理論設(shè)計促銷方式,通過讓客戶間接地觀察到其他消費(fèi)者的購買行為,檢驗(yàn)觀察性學(xué)習(xí)對客戶購買意愿的影響。結(jié)果顯示,在購買體驗(yàn)型理財產(chǎn)品時,觀察性學(xué)習(xí)對客戶購買意愿的影響呈現(xiàn)不對稱性。在購買搜索型理財產(chǎn)品時觀察性學(xué)習(xí)并沒有對客戶購買行為產(chǎn)生顯著影響。觀察性學(xué)習(xí)能影響潛在的關(guān)系價值。(4)基于社會距離理論,分析在銀行客戶推薦獎勵計劃中,經(jīng)濟(jì)互動(銀行激勵客戶推薦)與社會互動(客戶之間的人際交互)如何相互作用,影響客戶推薦的最終結(jié)果。結(jié)果顯示,銀行推薦獎勵對推薦意愿的影響受到社會距離的調(diào)節(jié),影響推薦者的推薦意愿和新客戶接受推薦的可能性,提高客戶推薦價值。本課題的研究成果有助于豐富客戶關(guān)系管理理論和工具,拓展和深化社會互動和營銷的融合,對企業(yè)建立基于社會互動的客戶關(guān)系管理戰(zhàn)略,充分挖掘客戶關(guān)系價值,提高銀行業(yè)營銷的效率和效益有較強(qiáng)的指導(dǎo)意義。
[Abstract]:Adapting to the era of customer center, the importance of customer relationship management is becoming more and more prominent. It embodies the management idea of value orientation, is a management mode based on value, and customer relationship has social attribute. Social interaction is an indispensable part of relationship marketing, and the development of information technology has provided rich means and tools for the application of social interaction in marketing. It is necessary to study new marketing strategies and tools through social interaction. At the same time to create value for customers and increase corporate revenue. Academia and industry try to combine the theory and method of social interaction with marketing, innovate marketing mode, fully excavate the value of relationship with customers, and construct the theoretical system of customer relationship management based on social interaction. In order to achieve these goals, there are several problems to be studied, including how enterprises manage, regulate and transmit social interaction in CRM, and how to combine with product characteristics and customer characteristics. This is an organic combination of social interaction theory and customer relationship management, and it is also the requirement of effectively excavating the value of customer relationship. In view of the above problems, based on the relevant theories of sociology and psychology, combined with the idea of customer relationship management, this paper takes the natural experiment as the main research method, and cooperates with a large commercial bank. This paper tries to combine the marketing method of social interaction with the stimulation of economic benefits to excavate the value of customer relationship. The concrete contents include: (1) designing a new bank customer return plan based on the theory of reciprocity and prospect. Integration of reciprocal mechanisms on the basis of economic drive. The client does not exchange points, but receives unexpected gifts. Furthermore, the customer reactions of one-time gift and two-step gift were compared under the condition of equal total value of the gift. The results showed that the customer who received the gift had significantly higher loyalty to the bank than the client in the control group, and also contributed more value during the long period of customer relationship, and at the same time, The effect of multiple gifts is better than that of one gift. (2) based on the theory of explanation level, the author designs a new way of promotion, and tests the influence of psychological distance on consumers' purchase behavior by limiting the time of purchasing financial products. The results show that, when purchasing experiential financial products, perceived time distance has a significant impact on the customer's purchase decision, and can significantly affect the value of the customer's contribution in a single purchase. (3) based on the theory of social interaction, we design the promotion method, and let customers indirectly observe the purchase behavior of other consumers. Examine the effect of observational learning on customer purchase intention. The results show that the effect of observational learning on customer's willingness to purchase is asymmetric when purchasing experiential financial products. Observational learning has no significant effect on customers' purchasing behavior when purchasing search-based financial products. Observational learning can influence the potential relationship value. (4) based on the social distance theory, this paper analyzes the value of bank customer recommendation incentive scheme. The interaction between economic interaction (bank incentive customer recommendation) and social interaction (interpersonal interaction between customers) affects the final outcome of customer recommendation. The results show that the influence of bank recommendation incentive on recommendation intention is regulated by social distance, which affects the recommendation willingness of recommender and the possibility of new customer accepting recommendation, and improves the value of customer recommendation. The research results of this topic are helpful to enrich the theory and tools of customer relationship management, expand and deepen the integration of social interaction and marketing, establish customer relationship management strategy based on social interaction, and fully tap the value of customer relationship. Improving the efficiency and effectiveness of banking marketing has a strong guiding significance.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2014
【分類號】：F274;F832.33
，
本文編號：2306444
[Abstract]:Adapting to the era of customer center, the importance of customer relationship management is becoming more and more prominent. It embodies the management idea of value orientation, is a management mode based on value, and customer relationship has social attribute. Social interaction is an indispensable part of relationship marketing, and the development of information technology has provided rich means and tools for the application of social interaction in marketing. It is necessary to study new marketing strategies and tools through social interaction. At the same time to create value for customers and increase corporate revenue. Academia and industry try to combine the theory and method of social interaction with marketing, innovate marketing mode, fully excavate the value of relationship with customers, and construct the theoretical system of customer relationship management based on social interaction. In order to achieve these goals, there are several problems to be studied, including how enterprises manage, regulate and transmit social interaction in CRM, and how to combine with product characteristics and customer characteristics. This is an organic combination of social interaction theory and customer relationship management, and it is also the requirement of effectively excavating the value of customer relationship. In view of the above problems, based on the relevant theories of sociology and psychology, combined with the idea of customer relationship management, this paper takes the natural experiment as the main research method, and cooperates with a large commercial bank. This paper tries to combine the marketing method of social interaction with the stimulation of economic benefits to excavate the value of customer relationship. The concrete contents include: (1) designing a new bank customer return plan based on the theory of reciprocity and prospect. Integration of reciprocal mechanisms on the basis of economic drive. The client does not exchange points, but receives unexpected gifts. Furthermore, the customer reactions of one-time gift and two-step gift were compared under the condition of equal total value of the gift. The results showed that the customer who received the gift had significantly higher loyalty to the bank than the client in the control group, and also contributed more value during the long period of customer relationship, and at the same time, The effect of multiple gifts is better than that of one gift. (2) based on the theory of explanation level, the author designs a new way of promotion, and tests the influence of psychological distance on consumers' purchase behavior by limiting the time of purchasing financial products. The results show that, when purchasing experiential financial products, perceived time distance has a significant impact on the customer's purchase decision, and can significantly affect the value of the customer's contribution in a single purchase. (3) based on the theory of social interaction, we design the promotion method, and let customers indirectly observe the purchase behavior of other consumers. Examine the effect of observational learning on customer purchase intention. The results show that the effect of observational learning on customer's willingness to purchase is asymmetric when purchasing experiential financial products. Observational learning has no significant effect on customers' purchasing behavior when purchasing search-based financial products. Observational learning can influence the potential relationship value. (4) based on the social distance theory, this paper analyzes the value of bank customer recommendation incentive scheme. The interaction between economic interaction (bank incentive customer recommendation) and social interaction (interpersonal interaction between customers) affects the final outcome of customer recommendation. The results show that the influence of bank recommendation incentive on recommendation intention is regulated by social distance, which affects the recommendation willingness of recommender and the possibility of new customer accepting recommendation, and improves the value of customer recommendation. The research results of this topic are helpful to enrich the theory and tools of customer relationship management, expand and deepen the integration of social interaction and marketing, establish customer relationship management strategy based on social interaction, and fully tap the value of customer relationship. Improving the efficiency and effectiveness of banking marketing has a strong guiding significance.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2014
【分類號】：F274;F832.33
，
本文編號：2306444
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