顾客互动前沿研究——内涵、维度、测量与理论演进脉络述评

被引：14

作者：

张欣 ^{[1
]}

杨志勇 ^{[2
]}

王永贵 ^{[3
]}

机构：

[1] 对外经济贸易大学图书馆

[2] 河北经贸大学工商管理学院

[3] 对外经济贸易大学中国企业“走出去”协同创新中心国际商学院

来源：

国际商务(对外经济贸易大学学报) | 2014年 / 04期

关键词：

互动; 互动营销; 媒介互动;

D O I：

10.13509/j.cnki.ib.2014.04.009

中图分类号：

F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

近年来,随着网络技术升级和"新媒体"在企业实践中的广泛应用,有关供应商与顾客互动的研究得到了前所未有的关注。本文首先基于市场营销、电子商务和整合营销沟通等领域的相关理论,对近三十年来供应商与顾客互动的相关文献进行梳理,并重点围绕顾客与供应商互动的内涵、维度和测量等关键问题进行述评;然后,又基于关系营销及服务主导逻辑两条主线,对供应商与顾客互动的理论发展和演进脉络进行归纳与分析,以期对企业的相关实践提供指引,为未来的相关研究奠定基础。

引用

页码：86 / 94

页数：9

共 12 条

[1] 消费者王朝[M]. 机械工业出版社 , (美)C.K.普拉哈拉德（C.K.Prahalad）,（美）文卡特·拉马斯瓦米（VenkatRamaswamy）著, 2005
[2] Four-mode channel interactivity concept and channel preferences
Florenthal, Bela
Shoham, Aviv
[J]. JOURNAL OF SERVICES MARKETING, 2010, 24 (01) : 29 - 41
[3] Customer interactivity and new product performance: Moderating effects of product newness and product embeddedness[J] . Joseph M. Bonner.Industrial Marketing Management . 2008 (3)
[4] Service-dominant logic: continuing the evolution[J] . Stephen L. Vargo,Robert F. Lusch.Journal of the Academy of Marketing Science . 2008 (1)
[5] Interaction orientation and firm performance
Ramani, Girish
Kumar, V.
[J]. JOURNAL OF MARKETING, 2008, 72 (01) : 27 - 45
[6] Interaction capability development of smaller suppliers in relationships with larger customers
Johnsen, Rhona E.
Ford, David
[J]. INDUSTRIAL MARKETING MANAGEMENT, 2006, 35 (08) : 1002 - 1015
[7] Interactivity in the electronic marketplace: An exposition of the concept and implications for research[J] . Manjit S. Yadav,Rajan Varadarajan.Journal of the Academy of Marketing Science . 2005 (4)
[8] The influence of formal controls on customer interactivity in new product development[J] . Joseph M. Bonner.Industrial Marketing Management . 2004 (1)
[9] What is Interactivity and is it Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness[J] . Yuping Liu,L.J. Shrum.Journal of Advertising . 2002 (4)
[10] Measures of Perceived Interactivity: An Exploration of the Role of Direction of Communication, User Control, and Time in Shaping Perceptions of Interactivity[J] . SallyJ. McMillan,Jang-Sun Hwang.Journal of Advertising . 2002 (3)

← 1 2 →