[经济学]B2C 电子商务中客户忠诚理论的有效性.pdfVIP

第三届中美电子商务高级论坛论文集 天津南开大学，2006年6月3-5日 International Academic Publishers, pp. 60-64 B2C 电子商务中客户忠诚理论的有效性 与可靠性分析 冯兵 1, 2 罗新星 1 1) 中南大学商学院 长沙 410083 2) 桂林工学院 桂林 541004 摘 要：B2C 电子商务中的客户关系具有非契约型（没有契约或伙伴关系的约束）的特点。目前的 CRM 理论所强调的 客户忠诚，在B2C电子商务中不一定有效。从客户关系的本质内涵与CRM的主观意图出发，通过客户关系管理的委托—代理 结构模型化描述，以及对B2C电子商务中客户忠诚理论的有效性和可靠性进行分析，得出了客户忠诚理论不适用于管理B2C 电子商务中的客户关系的结论。 关键词：B2C电子商务；客户忠诚；委托—代理结构；关系有效性；关系可靠性； The Analysis of Validity and Reliability of Customer Loyalty Theories in the B2C Electronic Business Bing FENG 1, 2, Xinxing Luo1 1) Business School, Central South University, Changsha 410083 (E-mail: fengbing05@) 2) Guilin University of Technology, Guilin 541004 (E-mail: fengbing@) Abstract ：The customer relationship in the B2C electronic business shall be provided with noncontractual characteristics that were not governed by a contract or membership. The Customer loyalty which was emphasized by the current CRM theories would not always available in the B2C electronic business. By comparing and analyzing the essential connotation of customer relationship and the subjective intention of CRM, and also with the description of modeling the customer relationship management to the framework of principal-agent, This study has analyzed the validity and reliability of customer loyalty theories in the B2C electronic business, and summarized that the customer loyalty theories would not adapt to the management of the customer relationship in the B2C electronic business. Keywords: B2C Electronic Business; Customer Loyalty; Principal-agent framework; Relations