顾客获取、顾客保留与服务创新绩效

被引：5

作者：

李辉 ^{[1
]}

吴晓云 ^{[2
]}

机构：

[1] 中国民航大学经济与管理学院

[2] 不详

来源：

广东财经大学学报 | 2015年 / 30卷 / 05期

关键词：

知识密集型服务企业; 顾客导向战略; 服务创新; 顾客获取; 顾客保留; 探索式学习; 利用式学习;

D O I：

暂无

中图分类号：

F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

将顾客导向战略分为顾客获取战略和顾客保留战略,以企业的探索式学习和利用式学习为传导机制,构建顾客导向战略向服务创新绩效转化的理论模型,以189家知识密集型服务企业为样本展开实证研究。结果表明:顾客获取正向影响探索式学习,探索式学习与突破式创新绩效正相关;顾客保留正向影响利用式学习,利用式学习与渐进式创新绩效正相关;高顾客获取-低顾客保留的组合正向影响探索式学习;低顾客获取-高顾客保留的组合正向影响利用式学习;低顾客获取-低顾客保留和高顾客获取-高顾客保留的组合既不利于企业的探索式学习,亦不利于企业的利用式学习。因而应提高知识密集型服务企业在整个服务业中的比重,因地制宜地选择知识密集型服务企业的顾客导向战略,通过组织学习提升服务创新绩效。

引用

页码：34 / 45

页数：12

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