基于客户—企业动态关系的客户资产研究
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摘要
国内外学者对客户资产及其驱动要素等问题有了不少研究,本研究从关系营销的角度,对企业-客户动态互动的情境下的客户资产进行了深入探索。致力对现有研究给予补充和深入,也希望能对当前我国企业在面对经济转型而竞争日益激烈的背景下开发客户关系的管理实践给予指导。
现有的客户资产研究中还比较缺乏整合性的研究,能够揭示出客户资产的形成机理,同时对企业的管理实践有所帮助。本研究以我国银行业的客户关系与客户资产管理为例,试图构建关系导向下的客户资产管理模型。本研究认为关系导向的客户管理能力将是银行等服务企业未来竞争力的核心所在,只有那些能够与客户建立长期稳定关系的企业,才有可能稳定市场份额、获得财务收益。因此,本研究建立起关系质量为核心的客户资产管理模型,为企业提供了关系视角下如何驱动客户资产、通过哪些要素的努力能够提高企业与客户的关系质量等方面建立理论,同时形成实践的指导。
在客户关系与客户资产的研究中,关系的动态性是重要的特征,同时由于数据获取的困难也构成了研究的难点。本研究应用客户细分和生命周期理论,将客户细分为关系型和交易型,同时结合银行业的特征,把客户与企业的关系分为获取期、成熟期和衰退期三个阶段。本研究分别对两类客户的关系质量与客户资产的关系进行了探索,同时对两类客户在不同生命周期阶段的客户资产情况进行了分析。
同时,本研究认为,客户类型的细分也是一个动态的过程。本文因研究需要将客户细分为关系型和交易型,然而交易型客户的消费特征并不是一成不变,他们也会根据银行的业务变化、营销策略等因素调整自己的行为,因此从管理策略上来讲,本研究认为企业需要及时对客户的关系质量进行检测,对于客户的变化实施管理,努力促使交易型客户向关系型转变。
本研究前期对17位银行的客户进行了访谈,了解这些客户的银行业务、与银行的关系与互动情况等等,同时作者对国内的外资和本地共5家银行的业务主管或客户经理进行了个人深度访谈,在访谈提供的大量一手资料基础上,结合已有研究的相关量表,设计了本研究的问卷。
本研究的正式问卷调查是在北京和天津的银行服务网点发放,在客户等待以及完成银行业务后进行填答,共发放问卷680份,同时作者在网络上通过问卷星网站收集数据,总共回收632份。有效问卷共计553份。
最后通过SPSS13.0软件和AMOS7.0软件进行数据分析,检验了量表的信度和效度,均通过检验；本研究利用结构方程模型构建了客户资产驱动要素、关系质量与客户资产的结构方程,并通过回归分析和独立样本T检验。
经过研究,本文得到如下结论：
对于关系型客户,客户满意对客户资产增值有显著的正向影响；
对于关系型客户,客户信任对客户资产增值有显著的正向影响；
对于关系型客户,客户承诺对客户资产增值有显著的正向影响；
对于交易型客户,客户满意对客户资产增值有显著的正向影响；
对于交易型客户,客户信任对客户资产增值无显著的正向影响；
对于交易型客户,客户承诺对客户资产增值无显著的正向影响。
在关系营销视角下,客户资产有五个驱动要素,分别是专业知识、服务互动、合作意愿、品牌认同以及产品差异,他们通过关系质量间接影响客户资产的增值。
对于关系型客户,其关系质量与客户资产增值的影响存在倒U型变化规律。即在获取期,关系质量对客户资产增值有正向的显著影响；在成熟期,关系质量对客户资产增值的正向影响有所降低；在衰退期,关系质量对客户资产增值的影响是负向的显著影响。
对于交易型客户,其关系质量对客户资产增值存在显著的负向影响。
本文以上研究结论形成了关系营销视角下客户资产研究的系统性框架,对动态的客户企业关系情境下的关系质量与客户资产关系进行了深入分析,以上结论对企业的客户关系管理实践有直接的指导意义。
Domestic and international scholars have done many researches on Customer Equity and its divers. From the perspective of Relationship Marketing, this research is conducted to deeply explore the Customer Equity under the context of Customer-Enterprise dynamic interactions. In order to dedicate to supplement and deepen the current researches, this research is also hoping to provide advices to the developing of customer relationships for the Chinese enterprises which are facing the transformation of economic environment and increasingly intensive competition.
Up to now, the prior researches on Customer Equity are relatively lacking of an integrated approach to reveal the mechanism about how to form the Customer Equity as well as offer help to the enterprises for the management execution. This research is based on the Customer Relationships and Customer Equity management in Chinese banking industry as an example, trying to establish a relationship-oriented Customer Equity management model. Our research thinks a relationship-oriented Customer Equity management capabilities will be the future core competitiveness of B2C service businesses such as banks.
Only those enterprises, which can build up long-term stable relationships with their customers, will be able to steadily win market share and obtain financial return. Therefore, our research established a customer equity management model based on relationship quality as the core foundation. And, we constructed theory and formed the guidance for execution to help the enterprises with aspects about how to drive customer equity from the relationship perspective, and make efforts on what drivers to improve the relationship quality between the enterprises and customers.
In terms of researching customer relationship and customer equity, the dynamic of relationship is an important character, and the difficulty of obtaining data is causing a challenging part of research. This research is using the theory of customer segmentation and customer life-cycle management to segment customers by relational type and transactional type. Meanwhile, together with the traits of banking industry, we segment the relationship between the enterprises and customers by3 stages as acquisition/promotion stage, maturity stage, and declining stage. Our research did exploration on the relationship between relationship quality and customer equity for the two types of customers respectively. Also, we did analysis on the changes of situation for the two types of customer during different stages of customer life cycle.
In addition, this research thinks the segmentation of customer types is a dynamic process. In this paper, we segment the customers by relational type and transactional type because of the needs for doing the research. However, the traits of transactional type of customers are not unchanged all the time. They would adjust their behaviors according to the changes of banks'business and marketing strategy. Hence, viewing from the management strategy, this research thinks the enterprises need to conduct timely measurement on the relationship quality with their customers, and also take proactive approach to manage the changes of the customers and make efforts to transform the transactional type of customers to the relational type of customers.
During the beginning period of this research, we did survey on17banking customers to understand their business with the banks as well as their relationship and interactions with the banks. At the same time, the author did individual interviews with the business management and client managers from five banks, including one foreign invested bank and four Chinese banks. Based on the large volume of first-hand data collected from the surveys, and combined with the related measurement scales done by currently available researches, we designed the questionnaire of this research.
The formal questionnaire survey of this research was conducted in banking branch networks in both Beijing and Tianjin. The customers filled in the questionnaire while they were waiting for banking services or just finished the transactions. The author also used the internet web site to collect the questionnaire input data. Totally, we issued680questionnaires, and collected back632questionnaires with553effective questionnaires.
Finally, the whole data was analyzed through AMOS7.0and SPSS13.0software, and the reliability and validity of the scale were inspected and validated. This study used Structural Equation Modeling (SEM) to construct the structural equation tor customer equity drivers, relationship quality and customer equity, which was further verified by the regression analysis and independent sample T test.
Through the research, this paper came out the following conclusions:
For relational customers, there is a significantly positive relationship between customer satisfaction and customer equity increase.
For relational customers, there is a significantly positive relationship between customer trust and customer equity increase.
For relational customers, there is a significantly positive relationship between customer commitment and customer equity increase.
For transactional customers, there is a significantly positive relationship between customer satisfaction and customer equity increase.
For transactional customers, there is no significantly positive relationship between customer trust and customer equity increase.
For transactional customers, there is no significantly positive relationship between customer commitment and customer equity increase.
Under the perspective of relationship marketing, customer equity have five drivers, which are professional expertise, service interaction, cooperative intentions, brand recognition and product difference. These driving factors indirectly influence the value increasing of customer equity through relationship quality.
For relational customers, the relationship between relationship quality and customer equity increase shows an inverted U-shaped pattern. During the customer acquisition period, the effect influenced by relationship quality to customer equity increase is positive. Moving into the maturity period, the effect influenced by relationship quality to customer equity is still positive while the degree is reduced. Then in customer declining period, the effect influenced by relationship quality to customer equity increase is negative.
For transactional customers, the relationship quality has a negative effect on customer equity increase.
In this article, from a relationship marketing perspective, our above conclusion has formed the systematic framework of customer equity research. In the context of the dynamic customer-enterprise relationship, the thorough analysis is conducted on the relationship between relationship quality and customer equity. The research results have enabled the enterprises to grasp a direct guidance of customer relationship management practices.
现有的客户资产研究中还比较缺乏整合性的研究,能够揭示出客户资产的形成机理,同时对企业的管理实践有所帮助。本研究以我国银行业的客户关系与客户资产管理为例,试图构建关系导向下的客户资产管理模型。本研究认为关系导向的客户管理能力将是银行等服务企业未来竞争力的核心所在,只有那些能够与客户建立长期稳定关系的企业,才有可能稳定市场份额、获得财务收益。因此,本研究建立起关系质量为核心的客户资产管理模型,为企业提供了关系视角下如何驱动客户资产、通过哪些要素的努力能够提高企业与客户的关系质量等方面建立理论,同时形成实践的指导。
在客户关系与客户资产的研究中,关系的动态性是重要的特征,同时由于数据获取的困难也构成了研究的难点。本研究应用客户细分和生命周期理论,将客户细分为关系型和交易型,同时结合银行业的特征,把客户与企业的关系分为获取期、成熟期和衰退期三个阶段。本研究分别对两类客户的关系质量与客户资产的关系进行了探索,同时对两类客户在不同生命周期阶段的客户资产情况进行了分析。
同时,本研究认为,客户类型的细分也是一个动态的过程。本文因研究需要将客户细分为关系型和交易型,然而交易型客户的消费特征并不是一成不变,他们也会根据银行的业务变化、营销策略等因素调整自己的行为,因此从管理策略上来讲,本研究认为企业需要及时对客户的关系质量进行检测,对于客户的变化实施管理,努力促使交易型客户向关系型转变。
本研究前期对17位银行的客户进行了访谈,了解这些客户的银行业务、与银行的关系与互动情况等等,同时作者对国内的外资和本地共5家银行的业务主管或客户经理进行了个人深度访谈,在访谈提供的大量一手资料基础上,结合已有研究的相关量表,设计了本研究的问卷。
本研究的正式问卷调查是在北京和天津的银行服务网点发放,在客户等待以及完成银行业务后进行填答,共发放问卷680份,同时作者在网络上通过问卷星网站收集数据,总共回收632份。有效问卷共计553份。
最后通过SPSS13.0软件和AMOS7.0软件进行数据分析,检验了量表的信度和效度,均通过检验；本研究利用结构方程模型构建了客户资产驱动要素、关系质量与客户资产的结构方程,并通过回归分析和独立样本T检验。
经过研究,本文得到如下结论：
对于关系型客户,客户满意对客户资产增值有显著的正向影响；
对于关系型客户,客户信任对客户资产增值有显著的正向影响；
对于关系型客户,客户承诺对客户资产增值有显著的正向影响；
对于交易型客户,客户满意对客户资产增值有显著的正向影响；
对于交易型客户,客户信任对客户资产增值无显著的正向影响；
对于交易型客户,客户承诺对客户资产增值无显著的正向影响。
在关系营销视角下,客户资产有五个驱动要素,分别是专业知识、服务互动、合作意愿、品牌认同以及产品差异,他们通过关系质量间接影响客户资产的增值。
对于关系型客户,其关系质量与客户资产增值的影响存在倒U型变化规律。即在获取期,关系质量对客户资产增值有正向的显著影响；在成熟期,关系质量对客户资产增值的正向影响有所降低；在衰退期,关系质量对客户资产增值的影响是负向的显著影响。
对于交易型客户,其关系质量对客户资产增值存在显著的负向影响。
本文以上研究结论形成了关系营销视角下客户资产研究的系统性框架,对动态的客户企业关系情境下的关系质量与客户资产关系进行了深入分析,以上结论对企业的客户关系管理实践有直接的指导意义。
Domestic and international scholars have done many researches on Customer Equity and its divers. From the perspective of Relationship Marketing, this research is conducted to deeply explore the Customer Equity under the context of Customer-Enterprise dynamic interactions. In order to dedicate to supplement and deepen the current researches, this research is also hoping to provide advices to the developing of customer relationships for the Chinese enterprises which are facing the transformation of economic environment and increasingly intensive competition.
Up to now, the prior researches on Customer Equity are relatively lacking of an integrated approach to reveal the mechanism about how to form the Customer Equity as well as offer help to the enterprises for the management execution. This research is based on the Customer Relationships and Customer Equity management in Chinese banking industry as an example, trying to establish a relationship-oriented Customer Equity management model. Our research thinks a relationship-oriented Customer Equity management capabilities will be the future core competitiveness of B2C service businesses such as banks.
Only those enterprises, which can build up long-term stable relationships with their customers, will be able to steadily win market share and obtain financial return. Therefore, our research established a customer equity management model based on relationship quality as the core foundation. And, we constructed theory and formed the guidance for execution to help the enterprises with aspects about how to drive customer equity from the relationship perspective, and make efforts on what drivers to improve the relationship quality between the enterprises and customers.
In terms of researching customer relationship and customer equity, the dynamic of relationship is an important character, and the difficulty of obtaining data is causing a challenging part of research. This research is using the theory of customer segmentation and customer life-cycle management to segment customers by relational type and transactional type. Meanwhile, together with the traits of banking industry, we segment the relationship between the enterprises and customers by3 stages as acquisition/promotion stage, maturity stage, and declining stage. Our research did exploration on the relationship between relationship quality and customer equity for the two types of customers respectively. Also, we did analysis on the changes of situation for the two types of customer during different stages of customer life cycle.
In addition, this research thinks the segmentation of customer types is a dynamic process. In this paper, we segment the customers by relational type and transactional type because of the needs for doing the research. However, the traits of transactional type of customers are not unchanged all the time. They would adjust their behaviors according to the changes of banks'business and marketing strategy. Hence, viewing from the management strategy, this research thinks the enterprises need to conduct timely measurement on the relationship quality with their customers, and also take proactive approach to manage the changes of the customers and make efforts to transform the transactional type of customers to the relational type of customers.
During the beginning period of this research, we did survey on17banking customers to understand their business with the banks as well as their relationship and interactions with the banks. At the same time, the author did individual interviews with the business management and client managers from five banks, including one foreign invested bank and four Chinese banks. Based on the large volume of first-hand data collected from the surveys, and combined with the related measurement scales done by currently available researches, we designed the questionnaire of this research.
The formal questionnaire survey of this research was conducted in banking branch networks in both Beijing and Tianjin. The customers filled in the questionnaire while they were waiting for banking services or just finished the transactions. The author also used the internet web site to collect the questionnaire input data. Totally, we issued680questionnaires, and collected back632questionnaires with553effective questionnaires.
Finally, the whole data was analyzed through AMOS7.0and SPSS13.0software, and the reliability and validity of the scale were inspected and validated. This study used Structural Equation Modeling (SEM) to construct the structural equation tor customer equity drivers, relationship quality and customer equity, which was further verified by the regression analysis and independent sample T test.
Through the research, this paper came out the following conclusions:
For relational customers, there is a significantly positive relationship between customer satisfaction and customer equity increase.
For relational customers, there is a significantly positive relationship between customer trust and customer equity increase.
For relational customers, there is a significantly positive relationship between customer commitment and customer equity increase.
For transactional customers, there is a significantly positive relationship between customer satisfaction and customer equity increase.
For transactional customers, there is no significantly positive relationship between customer trust and customer equity increase.
For transactional customers, there is no significantly positive relationship between customer commitment and customer equity increase.
Under the perspective of relationship marketing, customer equity have five drivers, which are professional expertise, service interaction, cooperative intentions, brand recognition and product difference. These driving factors indirectly influence the value increasing of customer equity through relationship quality.
For relational customers, the relationship between relationship quality and customer equity increase shows an inverted U-shaped pattern. During the customer acquisition period, the effect influenced by relationship quality to customer equity increase is positive. Moving into the maturity period, the effect influenced by relationship quality to customer equity is still positive while the degree is reduced. Then in customer declining period, the effect influenced by relationship quality to customer equity increase is negative.
For transactional customers, the relationship quality has a negative effect on customer equity increase.
In this article, from a relationship marketing perspective, our above conclusion has formed the systematic framework of customer equity research. In the context of the dynamic customer-enterprise relationship, the thorough analysis is conducted on the relationship between relationship quality and customer equity. The research results have enabled the enterprises to grasp a direct guidance of customer relationship management practices.
引文
1《中国社会科学报》,2013年10月8日,第四版
2《证券时报》,2000年5月24日
①转引自：李桂华,产业市场营销的市场细分方法与模型研究,现代财经,2001(4)：55-58
4转引自荣泰生《AMOS与研究方法》,重庆大学出版社,2009.3,第118页。
5转引自侯杰泰.结构方程模型及其应用.北京：教育出版社,2004
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