顾客社区中的顾客契合行为研究

项目名称： 顾客社区中的顾客契合行为研究

项目编号： No.71272194

项目类型： 面上项目

立项/批准年度： 2013

项目学科： 管理科学

项目作者： 韩小芸

作者单位： 中山大学

项目金额： 54万元

中文摘要： 随着网络的迅速发展，顾客很容易通过社交网络、媒体与企业或其他顾客互动，顾客的非交易性行为变得越来越重要。许多企业管理人员发现，顾客的非交易性行为会对企业绩效产生重要影响。然而营销学界以前的研究集中于对顾客交易行为的探讨，忽视了顾客的非交易性行为。2009年第三届思想领导会议上提出了顾客契合（customer engagement）概念，指出从顾客契合的角度探讨顾客的非交易性行为，为顾客管理领域的研究提供一个全新的视角。美国营销科学学会（MSI2010）也提出顾客契合是营销学界今后应优先研究的课题之一。然而目前营销学界对顾客契合的研究还处于起步阶段，相关的研究成果比较少见。本项目研究顾客社区(顾客契合的主要平台)中的顾客契合行为，一方面顺应了营销学界的研究趋势，丰富了营销学界对顾客契合理论的研究，另一方面，对企业管理人员有效管理顾客契合行为，充分发挥顾客契合的正面效应有较强的实践指导价值。

中文关键词： 顾客契合；顾客契合的影响因素；顾客契合的后果；顾客社区；实证研究

英文摘要： With the development of internet, customers can interact with company or other customers easily through social net or medias. non-transaction behaviors of customers become more and more important for company. However, marketing literature focus on customers' transaction behavior, non-transaction behaviors of customers have been ignored for a long time.Customer engagement,which focus on customers' non-transaction behaviors, has been proposed as a new research field in 3rd thought leader conference in Sep,2009, and a prior research topic in MSI 2010. Researches about customer engagement is still at beginning stage, seldom papers,espicially empirical research papers have been published until now. In this research program, we will explore related questions about customer engagement in customer community, including its driving factors and its effect on company performance. Our research will contribute to marketing literature by enriching customer engagement theory, and benefit companies by managing customer engagement behavior effectively and improve company performance.

英文关键词： customer engagement；antecedents of customer engagement；consequences of customer engagement；customer community；empirical research