摘要
顾客—企业认同是顾客关系管理领域的核心概念之一,建立顾客—企业认同是顾客—企业关系由经济型向社会型转变的重要路径。本文阐述了顾客—企业认同的定义及基本特征,回顾了顾客—企业认同的主要测量方法,从三个角度对顾客—企业认同的形成机制及其理论基础进行了梳理和评价,阐述了顾客—企业认同效应链的结构及其作用效果,归纳了顾客—企业认同的构建平台及核心要素,并就未来的研究方向提出了建议。
Customer-company identification is a core concept in customer relationship management field,and the establishment of customer-company identification is a critical path to the transformation of economy-based customer-company relationship into society-based one.This paper states the definition and basic characteristics of customer-company identification and reviews its main measurement methods.Then it sorts out and comments on the formation mechanisms and theoretical basis of customer-company identification in three aspects,elaborates the structure and consequences of the effect chain of customer-company identification,outlines the construction platform and key factors of customer-company identification and makes suggestions about future research directions.
出处
《外国经济与管理》
CSSCI
北大核心
2014年第2期24-34,共11页
Foreign Economics & Management
基金
国家社科基金资助项目<影响我国消费率偏低的心理因素及对策研究>(批准号:11BJY118)
关键词
顾客企业认同
关系营销
组织认同
自我概念
品牌认同
customer-company identification
relationship marketing
organizational identification
self-concept
brand identification
