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题名: Customer Relationship Investments, Value to the Customer, and Value to the firm : integrating attributes and benefits
作者: Wen-Hung Wang;Chiung-Ju Liang;Joonas, Kishwar
贡献者: 國立臺灣海洋大學:航運管理學系
日期: 2009-10
上传时间: 2017-06-12T02:43:37Z
出版者: Southwest Business & Economics Journal
摘要: A fundamental proposition in marketing strategy is that a customer relationship orientation is positively related to customer value and firm value. However, the mechanisms of this relationship have yet to be explored in detail, especially in service industries. Our paper addresses this issue by proposing a model that identifies important intermediate variables between customer relationship investments and both increased customer and firm value, namely, attributes, benefits, satisfaction, trust, commitment, and loyalty. Results show that customers purchase information education services with specific benefits that stem from corresponding attributes. These may be leveraged to create a competitive advantage, satisfaction, and repeat buying behavior, resulting in value for customers, and ease in attracting customers, thus enhancing value to the firm.
關聯: 17 pp.23
显示于类别:[航運管理學系] 期刊論文


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