客户关系who wants the relationship anywayfinished.ppt

* No.1 BUSINESS Who Wants a Relationship Anyway? They Say…… We should not only do what customers need, but also give them the extra help Customers do not need us, but we need them Gapless Communication, Endless Service SUCCESSFUL However ,who wants a relationship anyway？ Knowledge: Better understanding of customer needs Long-term orientation: Increases size and complexity of transactions Familiar customers: Have more realistic expectations Time selects high lifetime value customers for companies Positive WOM Why Do Firms Want Relationships With Customers SUCCESSFUL Confidence Benefits: Customers know what to expect, no surprises 1 Social Benefits: Personal recognition and friendship 2 Special Treatment Benefits: Customization and faster service 3 Why Do Customers Want Relationships? SUCCESSFUL Expectations of a service provider Service Performance (achieve and maintain a satisfactory service level) Convenience (Location near home or work and opening hours) Customization(tailoring the service to a consumer’s needs) Conditions for a relationship to develop Consumer characteristics Factors Potentially Affecting Relationship Expectations SUCCESSFUL Usage Level (services not used much are not worth a relationship) Hidden Loyalty (deliberate use of one provider) Technical Difficulty (customer has particular technical needs) Deal proneness (bargain hunters only go for price, relationship binds them to a potentially more expensive provider) Variety Seeking (don’t want to be stuck with one provider) Business (too busy to form a relationship) Brand loyalty (Economic benefits and Social benefits): Involvement （care about what mattes to them） CHANGE Although previous research has uncovered some factors that influence customer relationship preference, these factors have generally been examined in isolation. Previous Research This study is to compare a comprehensive set of factors simultaneously and to categorize comsumers on the basis of relatio