顾客契合研究综述
外国经济与管理 2015 年 第 37 卷第 07 期, 页码:
摘要
参考文献
摘要
高度变化的商业环境凸显了在营销和服务管理等领域研究顾客契合的重要性,基于互动体验和价值共创的顾客契合受到了企业界和学术界越来越多的关注。国外的一些机构和学者对顾客契合进行了详细的研究,并取得了许多有价值的成果。但是,国内的研究滞后于国外,成果相对较少。鉴于此,本文从顾客契合的定义、测量、与相似概念的关系、价值以及研究模型等方面对国内外的现有研究进行了综述,并对未来的研究方向进行了展望。
[1]Advertising Research Foundation(ARF). Engagement:Definitions and anatomy[R]. ARF White Paper,2006.
[2]Alderman J. Enabling customer engagement in B2B[EB/OL]. http://valkre.com/papers/EnablingCustomerEngagementinB2B. pdf,2014.
[3]Allegiance. Customer satisfaction,loyalty and engagement[EB/OL]. http://cxcafe.maritzcx.com/customersatisfactionloyaltyandengagement/,2009.
[4]Beckers S F M,Risselada H and Verhoef P C. Customer engagement:A new frontier in customer value management[J]. Handbook of Service Marketing Research,2014,2(6):97-120.
[5]Bijmolt T H A,et al. Analytics for customer engagement[J]. Journal of Service Research,2010,13(3):341-356.
[6]Bowden J L H. The process of customer engagement:A conceptual framework[J]. Journal of Marketing Theory and Practice,2009,17(1):63-74.
[7]Bowen J T and Chen S L. The relationship between customer loyalty and customer satisfaction[J]. International Journal of Contemporary Hospitality Management,2001,13(5):213-217.
[8]Brodie R J and Hollebeek L D. Advancing and consolidating knowledge about customer engagement[J]. Journal of Service Research,2011,14(3):283-284.
[9]Brodie R J,et al. Customer engagement:Conceptual domain,fundamental propositions,and implications for research[J]. Journal of Service Research,2011,14(3):252-271.
[10]Brodie R J,et al. Consumer engagement in a virtual brand community:An exploratory analysis[J]. Journal of Business Research,2013,66(1):105-114.
[11]CambraFierro J J,MeleroPolo I and VázquezCarrasco R. Customer engagement:Innovation in nontechnical marketing processes[J]. Innovation:Management,Policy & Practice,2013,15(3):326-336.
[12]Celsi R L and Olson J C. The role of involvement in attention and comprehension processes[J]. Journal of Consumer Research,1988,15(2):210-224.
[13]Cheung C,Lee M and Jin X. Customer engagement in an online social platform:A conceptual model and scale development[R]. A paper presented at the Proceedings of the International Conference on Information Systems,Shanghai,2011.
[14]Dabholkar P A. How to improve perceived service quality by increasing customer participation[A]. in Dunlap B J(Ed.). Proceedings of the 1990Academy of Marketing Science (AMS) Annual Conference[C]. BerlinHeidelberg:Springer International Publishing,2015:483-487.
[15]Economist Intelligence Unit (EIU). Beyond loyalty:Meeting the challenge of customer engagement,part 2[EB/OL]. http://graphics.eiu.com/files/ad_pdfs/eiu_AdobeEngagementPt_II_wp.pdf,2007.
[16]Econsultancy. Customer engagement report 2011[EB/OL]. https://econsultancy.com/reports/customerengagementreport/,2011.
[17]Fliess S,Nadzeika A and Nesper J. Understanding patterns of customer engagement—How companies can gain a surplus from a social phenomenon[J]. Journal of Marketing Development and Competitiveness,2012,6(2):81-92.
[18]Forrester Research. How engaged are your customers?[EB/OL]. http://www.indigopacific.com/pdf/Forrester_TLP_How_Engaged_Are_Your_Customers.pdf,2008.
[19]Fuller J. Virtual cocreation of new products and its impact on consumers’ product and brand relationships[R]. Academy of Management Proceedings,2010.
[20]Gallup Consulting. Customer engagement[EB/OL]. http://www.gallup.com/services/169331/customerengagement.aspx,2000.
[21]Gallup Consulting. The constant customer[EB/OL]. http://www.gallup.com/businessjournal/745/constantcustomer.aspx,2001.
[22]Gallup Consulting. Customer engagement:The customer side of the human sigma equation[EB/OL]. http://eu.gallup.com/Consulting/118180/CustomerEngagement.aspx,2010.
[23]Gambetti R C,Graffigna G and Biraghi S. The grounded theory approach to consumerbrand engagement[J]. International Journal of Market Research,2012,54(5):659-687.
[24]Gao C and Chen M. Customer engagement behavior:A new perspective in CRM[A]. in Ershi Qi,Jiang Shen and Runliang Dou (Eds.).The 19th International Conference on Industrial Engineering and Engineering Management[C].Berlin Heidelberg:Springer Berlin Heidelberg,2013:617-624.
[25]Gogoi M and Kumar B. Customer engagement:Six stages of customer edge[J]. MERC Global’s International Journal of Social Science & Management,2014,1(1):1-11.
[26]Grnroos C and Ravald A. Service as business logic:Implications for value creation and marketing[J]. Journal of Service Management,2011,22(1):5-22.
[27]Haven B and Vittal S. Measuring engagement[EB/OL]. http://www.adobe.com/enterprise/pdfs/measuring_engagement.pdf,2008.
[28]Hollebeek L D. Demystifying customer brand engagement:Exploring the loyalty nexus[J]. Journal of Marketing Management,2011,27(7-8):785-807.
[29]Hollebeek L D,Glynn M S and Brodie R J. Consumer brand engagement in social media:Conceptualization,scale development and validation[J]. Journal of Interactive Marketing,2014,28(2):149-165.
[30]Hoyer W D,et al. Consumer cocreation in new product development[J]. Journal of Service Research,2010,13(3):283-296.
[31]Javornik A and Mandelli A. Behavioral perspectives of customer engagement:An exploratory study of customer engagement with three Swiss FMCG brands[J]. Journal of Database Marketing & Customer Strategy Management,2012,19(4):300-310.
[32]Kumar V,et al. Undervalued or overvalued customers:Capturing total customer engagement value[J]. Journal of Service Research,2010a,13(3):297-310.
[33]Kumar V,Petersen J A and Leone R P. Driving profitability by encouraging customer referrals:Who,when,and how[J]. Journal of Marketing,2010b,74(5):1-17.
[34]Kuvykaite R and Piligrimiene Z. Consumer engagement into brand equity creation[J]. ProcediaSocial and Behavioral Sciences,2014,156(11):479-483.
[35]Lantz J. Why does customer engagement matter? [EB/OL]. http://www.peoplemetrics.com/blog/whydoescustomerengagementmatter,2012.
[36]Libai B,et al. Customertocustomer interactions:Broadening the scope of word of mouth research[J]. Journal of Service Research,2010,13(3):267-282.
[37]Marketing Science Institute (MSI). 2010-2012 research priorities[EB/OL]. http://image.sciencenet.cn/olddata/kexue.com.cn/upload/ blog/file/2010/9/201091515178616316.pdf,2010.
[38]Mollen A and Wilson H. Engagement,telepresence and interactivity in online consumer experience:Reconciling scholastic and managerial perspectives[J]. Journal of Business Research,2010,63(9):919-925.
[39]Nambisan S and Baron R A.Virtual customer environments:Testing a model of voluntary participation in value cocreation activities[J]. Journal of Product Innovation Management,2009,26(4):388-406.
[40]National Institute of Standards and Technology (NIST). 2009-2010 criteria for performance excellence[S]. Gaithersburg:Baldrige National Quality Program,2009.
[41]Patterson P,Yu T and De Ruyter K. Understanding customer engagement in services[A]. in Yunus Ali and Maria van Dessel(Eds.). Advancing theory,maintaining relevance,proceedings of ANZMAC 2006 conference[C]. Brisbane:Queensland University of Technology,School of Advertising,Marketing and Public Relations,2006:4-6.
[42]People Metrics. Customer engagement vs. customer satisfaction:Which should you follow?[EB/OL]. http://www.peoplemetrics.com/blog/customerengagementvscustomersatisfactionwhichshouldyoufollow,2010.
[43]Prahalad C K and Ramaswamy V. Cocreation experiences:The next practice in value creation[J]. Journal of Interactive Marketing,2004,18(3):5-14.
[44]Roberts C and Alpert F. Total customer engagement:Designing and aligning key strategic elements to achieve growth[J]. Journal of Product & Brand Management,2010,19(3):198-209.
[45]Sashi C M. Customer engagement,buyerseller relationship,and social media[J]. Management Decision,2012,50(2):253-272.
[46]Shevlin R. Customer engagement is measurable[EB/OL]. http://thefinancialbrand.com/46613/customerengagementismeasurable/,2007.
[47]Singh A,Kumar B and Singh V K. Customer engagement:New key metric of marketing[J]. International Journal of Art and Sciences,2010,13(3):347-356.
[48]Smith S L J and Godbey G C. Leisure,recreation and tourism[J]. Annals of Tourism Research,1991,18(1):85-100.
[49]So K K F,King C and Sparks B. Customer engagement with tourism brands scale development and validation[J]. Journal of Hospitality & Tourism Research,2014,38(3):304-329.
[50]Thunderhead. Engagement 3.0:A new model for customer engagement[EB/OL]. http://www.thunderhead.com/customerengagement/customerengagement30us/,2014.
[51]Tripathi M N. Customer satisfaction and engagement—Customer retention strategies for brand manager[J]. Vilakshan:The XIMB Journal of Management,2014,11(1):123.
[52]Van Doorn,et al. Customer engagement behavior:Theoretical foundations and research directions[J]. Journal of Service Research,2010,13(3):253-266.
[53]Verhoef P C,Reinartz W J and Krafft M. Customer engagement as a new perspective in customer management[J]. Journal of Service Research,2010,13(3):247-252.
[54]Vivek S D. A scale of consumer engagement[D]. The University of Alabama,Tuscaloosa,2009.
[55]Vivek S D,Beatty S E and Morgan R M. Customer engagement:Exploring customer relationships beyond purchase[J]. Journal of Marketing Theory and Practice,2012,20(2):122-146.
[56]Vivek S D,et al. A Generalized multidimensional scale for measuring customer engagement[J]. Journal of Marketing Theory and Practice,2014,22(4):401-420.
[57]Wei W,Miao L and Huang Z J. Customer engagement behaviors and hotel responses[J]. International Journal of Hospitality Management,2013,33(6):316-330.
[58]Wirtz J,et al. Managing brands and customer engagement in online brand communities[J]. Journal of Service Management,2013,24(3):223-244.
[59]Wittke V and Hanekop H. New forms of collaborative innovation and production on the internet[M]. Gottingen:Gottingen University,2011.
[60]Zaichkowsky J L. Measuring the involvement construct[J]. Journal of Consumer Research,1985,12(3):341-352.
[61]蔺晓东. 顾客契合行为形成机理研究[D]. 哈尔滨工业大学,2013.
[2]Alderman J. Enabling customer engagement in B2B[EB/OL]. http://valkre.com/papers/EnablingCustomerEngagementinB2B. pdf,2014.
[3]Allegiance. Customer satisfaction,loyalty and engagement[EB/OL]. http://cxcafe.maritzcx.com/customersatisfactionloyaltyandengagement/,2009.
[4]Beckers S F M,Risselada H and Verhoef P C. Customer engagement:A new frontier in customer value management[J]. Handbook of Service Marketing Research,2014,2(6):97-120.
[5]Bijmolt T H A,et al. Analytics for customer engagement[J]. Journal of Service Research,2010,13(3):341-356.
[6]Bowden J L H. The process of customer engagement:A conceptual framework[J]. Journal of Marketing Theory and Practice,2009,17(1):63-74.
[7]Bowen J T and Chen S L. The relationship between customer loyalty and customer satisfaction[J]. International Journal of Contemporary Hospitality Management,2001,13(5):213-217.
[8]Brodie R J and Hollebeek L D. Advancing and consolidating knowledge about customer engagement[J]. Journal of Service Research,2011,14(3):283-284.
[9]Brodie R J,et al. Customer engagement:Conceptual domain,fundamental propositions,and implications for research[J]. Journal of Service Research,2011,14(3):252-271.
[10]Brodie R J,et al. Consumer engagement in a virtual brand community:An exploratory analysis[J]. Journal of Business Research,2013,66(1):105-114.
[11]CambraFierro J J,MeleroPolo I and VázquezCarrasco R. Customer engagement:Innovation in nontechnical marketing processes[J]. Innovation:Management,Policy & Practice,2013,15(3):326-336.
[12]Celsi R L and Olson J C. The role of involvement in attention and comprehension processes[J]. Journal of Consumer Research,1988,15(2):210-224.
[13]Cheung C,Lee M and Jin X. Customer engagement in an online social platform:A conceptual model and scale development[R]. A paper presented at the Proceedings of the International Conference on Information Systems,Shanghai,2011.
[14]Dabholkar P A. How to improve perceived service quality by increasing customer participation[A]. in Dunlap B J(Ed.). Proceedings of the 1990Academy of Marketing Science (AMS) Annual Conference[C]. BerlinHeidelberg:Springer International Publishing,2015:483-487.
[15]Economist Intelligence Unit (EIU). Beyond loyalty:Meeting the challenge of customer engagement,part 2[EB/OL]. http://graphics.eiu.com/files/ad_pdfs/eiu_AdobeEngagementPt_II_wp.pdf,2007.
[16]Econsultancy. Customer engagement report 2011[EB/OL]. https://econsultancy.com/reports/customerengagementreport/,2011.
[17]Fliess S,Nadzeika A and Nesper J. Understanding patterns of customer engagement—How companies can gain a surplus from a social phenomenon[J]. Journal of Marketing Development and Competitiveness,2012,6(2):81-92.
[18]Forrester Research. How engaged are your customers?[EB/OL]. http://www.indigopacific.com/pdf/Forrester_TLP_How_Engaged_Are_Your_Customers.pdf,2008.
[19]Fuller J. Virtual cocreation of new products and its impact on consumers’ product and brand relationships[R]. Academy of Management Proceedings,2010.
[20]Gallup Consulting. Customer engagement[EB/OL]. http://www.gallup.com/services/169331/customerengagement.aspx,2000.
[21]Gallup Consulting. The constant customer[EB/OL]. http://www.gallup.com/businessjournal/745/constantcustomer.aspx,2001.
[22]Gallup Consulting. Customer engagement:The customer side of the human sigma equation[EB/OL]. http://eu.gallup.com/Consulting/118180/CustomerEngagement.aspx,2010.
[23]Gambetti R C,Graffigna G and Biraghi S. The grounded theory approach to consumerbrand engagement[J]. International Journal of Market Research,2012,54(5):659-687.
[24]Gao C and Chen M. Customer engagement behavior:A new perspective in CRM[A]. in Ershi Qi,Jiang Shen and Runliang Dou (Eds.).The 19th International Conference on Industrial Engineering and Engineering Management[C].Berlin Heidelberg:Springer Berlin Heidelberg,2013:617-624.
[25]Gogoi M and Kumar B. Customer engagement:Six stages of customer edge[J]. MERC Global’s International Journal of Social Science & Management,2014,1(1):1-11.
[26]Grnroos C and Ravald A. Service as business logic:Implications for value creation and marketing[J]. Journal of Service Management,2011,22(1):5-22.
[27]Haven B and Vittal S. Measuring engagement[EB/OL]. http://www.adobe.com/enterprise/pdfs/measuring_engagement.pdf,2008.
[28]Hollebeek L D. Demystifying customer brand engagement:Exploring the loyalty nexus[J]. Journal of Marketing Management,2011,27(7-8):785-807.
[29]Hollebeek L D,Glynn M S and Brodie R J. Consumer brand engagement in social media:Conceptualization,scale development and validation[J]. Journal of Interactive Marketing,2014,28(2):149-165.
[30]Hoyer W D,et al. Consumer cocreation in new product development[J]. Journal of Service Research,2010,13(3):283-296.
[31]Javornik A and Mandelli A. Behavioral perspectives of customer engagement:An exploratory study of customer engagement with three Swiss FMCG brands[J]. Journal of Database Marketing & Customer Strategy Management,2012,19(4):300-310.
[32]Kumar V,et al. Undervalued or overvalued customers:Capturing total customer engagement value[J]. Journal of Service Research,2010a,13(3):297-310.
[33]Kumar V,Petersen J A and Leone R P. Driving profitability by encouraging customer referrals:Who,when,and how[J]. Journal of Marketing,2010b,74(5):1-17.
[34]Kuvykaite R and Piligrimiene Z. Consumer engagement into brand equity creation[J]. ProcediaSocial and Behavioral Sciences,2014,156(11):479-483.
[35]Lantz J. Why does customer engagement matter? [EB/OL]. http://www.peoplemetrics.com/blog/whydoescustomerengagementmatter,2012.
[36]Libai B,et al. Customertocustomer interactions:Broadening the scope of word of mouth research[J]. Journal of Service Research,2010,13(3):267-282.
[37]Marketing Science Institute (MSI). 2010-2012 research priorities[EB/OL]. http://image.sciencenet.cn/olddata/kexue.com.cn/upload/ blog/file/2010/9/201091515178616316.pdf,2010.
[38]Mollen A and Wilson H. Engagement,telepresence and interactivity in online consumer experience:Reconciling scholastic and managerial perspectives[J]. Journal of Business Research,2010,63(9):919-925.
[39]Nambisan S and Baron R A.Virtual customer environments:Testing a model of voluntary participation in value cocreation activities[J]. Journal of Product Innovation Management,2009,26(4):388-406.
[40]National Institute of Standards and Technology (NIST). 2009-2010 criteria for performance excellence[S]. Gaithersburg:Baldrige National Quality Program,2009.
[41]Patterson P,Yu T and De Ruyter K. Understanding customer engagement in services[A]. in Yunus Ali and Maria van Dessel(Eds.). Advancing theory,maintaining relevance,proceedings of ANZMAC 2006 conference[C]. Brisbane:Queensland University of Technology,School of Advertising,Marketing and Public Relations,2006:4-6.
[42]People Metrics. Customer engagement vs. customer satisfaction:Which should you follow?[EB/OL]. http://www.peoplemetrics.com/blog/customerengagementvscustomersatisfactionwhichshouldyoufollow,2010.
[43]Prahalad C K and Ramaswamy V. Cocreation experiences:The next practice in value creation[J]. Journal of Interactive Marketing,2004,18(3):5-14.
[44]Roberts C and Alpert F. Total customer engagement:Designing and aligning key strategic elements to achieve growth[J]. Journal of Product & Brand Management,2010,19(3):198-209.
[45]Sashi C M. Customer engagement,buyerseller relationship,and social media[J]. Management Decision,2012,50(2):253-272.
[46]Shevlin R. Customer engagement is measurable[EB/OL]. http://thefinancialbrand.com/46613/customerengagementismeasurable/,2007.
[47]Singh A,Kumar B and Singh V K. Customer engagement:New key metric of marketing[J]. International Journal of Art and Sciences,2010,13(3):347-356.
[48]Smith S L J and Godbey G C. Leisure,recreation and tourism[J]. Annals of Tourism Research,1991,18(1):85-100.
[49]So K K F,King C and Sparks B. Customer engagement with tourism brands scale development and validation[J]. Journal of Hospitality & Tourism Research,2014,38(3):304-329.
[50]Thunderhead. Engagement 3.0:A new model for customer engagement[EB/OL]. http://www.thunderhead.com/customerengagement/customerengagement30us/,2014.
[51]Tripathi M N. Customer satisfaction and engagement—Customer retention strategies for brand manager[J]. Vilakshan:The XIMB Journal of Management,2014,11(1):123.
[52]Van Doorn,et al. Customer engagement behavior:Theoretical foundations and research directions[J]. Journal of Service Research,2010,13(3):253-266.
[53]Verhoef P C,Reinartz W J and Krafft M. Customer engagement as a new perspective in customer management[J]. Journal of Service Research,2010,13(3):247-252.
[54]Vivek S D. A scale of consumer engagement[D]. The University of Alabama,Tuscaloosa,2009.
[55]Vivek S D,Beatty S E and Morgan R M. Customer engagement:Exploring customer relationships beyond purchase[J]. Journal of Marketing Theory and Practice,2012,20(2):122-146.
[56]Vivek S D,et al. A Generalized multidimensional scale for measuring customer engagement[J]. Journal of Marketing Theory and Practice,2014,22(4):401-420.
[57]Wei W,Miao L and Huang Z J. Customer engagement behaviors and hotel responses[J]. International Journal of Hospitality Management,2013,33(6):316-330.
[58]Wirtz J,et al. Managing brands and customer engagement in online brand communities[J]. Journal of Service Management,2013,24(3):223-244.
[59]Wittke V and Hanekop H. New forms of collaborative innovation and production on the internet[M]. Gottingen:Gottingen University,2011.
[60]Zaichkowsky J L. Measuring the involvement construct[J]. Journal of Consumer Research,1985,12(3):341-352.
[61]蔺晓东. 顾客契合行为形成机理研究[D]. 哈尔滨工业大学,2013.
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荆宁宁, 李德峰. 顾客契合研究综述[J]. 外国经济与管理, 2015, 37(7): 0.
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