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顾客—企业认同是顾客关系管理领域的核心概念之一,建立顾客—企业认同是顾客—企业关系由经济型向社会型转变的重要路径。本文阐述了顾客—企业认同的定义及基本特征,回顾了顾客—企业认同的主要测量方法,从三个角度对顾客—企业认同的形成机制及其理论基础进行了梳理和评价,阐述了顾客—企业认同效应链的结构及其作用效果,归纳了顾客—企业认同的构建平台及核心要素,并就未来的研究方向提出了建议。
Customer - Corporate Identity is one of the core concepts in the field of customer relationship management. Establishing Customer - Corporate Identity is an important path for the customer - business relationship from economy to society. This paper elaborates the definition and basic characteristics of customer-business identity, reviews the main measurement methods of customer-business identity, reviews and comments on the formation mechanism and theoretical basis of customer-business identity from three perspectives, The structure of corporate identity effect chain and its effects, summarized the construction platform and core elements of customer-corporate identity, and put forward suggestions on the future research direction.