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在当今的顾客中心时代,随着顾客角色从被动的购买者向共同生产者、价值的共同创造者和能力的共同开发者等多重角色的转变,许多企业试图以更广阔的人力资源管理视野来看待顾客,并在顾客关系管理方面付出了前所未有的努力,以便更有效地管理顾客资源和提升顾客资产的价值。本文将讨论企业在关系管理中的努力是如何驱动顾客资产价值的,以便使企业从目标顾客所扮演的多重角色中所获得的收益最大化。同时,本文还在文献分析的基础上,构建了基于关系收益视角的综合概念框架,探讨了关系收益的双重角色,并运用来自于中国移动通信的顾客数据构建了结构方程模型,最终检测了关系收益的间接和调节角色。
In today’s era of customer-centricity, as the role of customers shifts from passive buyers to co-producers, co-creators of value and co-developers of capabilities, many enterprises try to broaden their horizons of human resources management Seeing customers and making unprecedented efforts in customer relationship management to manage customer resources more effectively and enhance the value of customer assets. This article will discuss how business efforts in relational management drive the value of customer assets in order to maximize the return on the business from the multiple roles that target customers play. At the same time, on the basis of literature analysis, this paper builds a comprehensive conceptual framework based on relational revenue perspective, explores the dual role of relationship revenue and constructs a structural equation model using customer data from China Mobilecommunications, finally examines the relationship The Indirect and Regulatory Roles of Income.