Customer Relationship Management (CRM), Customer Satisfaction and Customer Lifetime Value in Retail
Customer Relationship Management (CRM), Customer Satisfaction and Customer Lifetime Value in Retail
复制标题
零售业的客户关系管理 (CRM)、客户满意度和客户终身价值
DOI：
10.20968/rpm/2017/v15/i2/163914
复制
发表时间：
2017
期刊：
影响因子：
--
通讯作者：
Dimple Kaul
中科院分区：
文献类型：
--
作者：
Dimple Kaul
本研究论文的目的是了解 CRM 如何影响零售行业的客户满意度并最终影响客户终身价值 (CLV)。 CRM被认为是一种管理客户关系的方法，而没有考虑其他技术因素。本研究的目的是探讨 CRM 对客户终身价值 (CLV) 的影响，因为它是各种研究的重点。 CLV 是零售商在竞争环境中面临的一个重要问题。管理层面临的问题是创造 CLV 和客户满意度，以保留客户和重复购买，并通过口碑评估扩大客户群。我们对该领域进行了文献综述，以开发概念模型并得出结论。本综述首先研究了有关 CRM 的文献，然后详细介绍了有关客户满意度以及如何通过客户满意度管理来管理重复购买的文献。
The aim of this research paper is to understand how CRM affects customer satisfaction and ultimately Customer Lifetime Value (CLV) in retail industry. CRM is considered as an approach to manage customer relationships and other technological factors are not taken into consideration. The purpose of this study is to explore the impact of CRM on Customer Lifetime Value (CLV) as it is focused in various studies. CLV is an important issue for the retailer in the competitive environment. Issues for the Management are creating CLV and customer satisfaction for both the customer retention and repeat purchase as well as expanding customer base through word of mouth apraisals. A literature review in this field has been carried out to develop a conceptual model and draw conclusion. This review first looks into literature that deals with CRM and then dwells in literature on Customer satisfaction and how to manage repeat purchases through customer satisfaction management.