1. Библиотека
  2. Журнал «Маркетинг-дайджест»
  3. №1, 2004
  4. статья

Управление отношениями с клиентами: влияние мероприятий CRM на удержание клиентов и изменение доли фирмы в их покупках 
Verhoef P.
Обзор литературы;
Концептуальная модель;
Гипотезы;
Методы исследования;
Проверка гипотез;
Дополнительный анализ;

Темы:
Потребительское поведениеИсследование лояльности
Мышление потребителяПринятие решений о покупках
КлиентингСистема взаимоотношений с клиентами
Отрасли:
ФинансыСтрахование
Услуги и сервис

Аннотация

Ученые подвергли сомнению эффективность целого ряда стратегий управления отношениями с клиентами. Автор исследует представления клиентов о взаимоотношениях с фирмой и инструменты маркетинга отношений, их воздействие на удержание клиентов и увеличение доли фирмы в их покупках с течением времени. Представление клиента об отношениях с фирмой служит для оценки прочности этих взаимоотношений и предложений компании-поставщика. Под эволюцией доли фирмы в приобретениях клиентов понимается разница в этом показателе за два периода времени. Результаты исследования показывают, что программы повышения преданности клиентов и их лояльности, предусматривающие экономическое стимулирование, способствуют как удержанию клиентов, так и увеличению доли фирмы в их покупках, тогда как директ-мейл оказывает влияние только на показатель доли. Однако воздействие этих переменных весьма незначительно. Результаты также показывают, что компании могут применять одни и те же стратегии для удержания клиентов и для увеличения доли своей фирмы в их приобретениях.

Журнал: «Маркетинг-дайджест» — №1, 2004 (© Издательский дом Гребенников)
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Verhoef Peter

Доцент маркетинга, факультет маркетинга и организации, Роттердамская щкола экономики при Университете Erasmus, г. Роттердам.

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