品牌资产与客户关系管理:中国背景下企业声誉的双重角色

2006 IEEE International Conference on Service Operations and Logistics, and Informatics Pub Date : 2006-06-21 DOI:10.1109/SOLI.2006.329012

Yonggui Wang, J. Kandampully, Guicheng Shi

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引用次数: 1

摘要

本文通过考察企业声誉的作用，探讨了品牌资产与客户关系管理之间的关系，并在中国金融机构客户的实证研究背景下提出了假设并进行了检验。实证研究结果证实了该框架的有效性，并对企业声誉在上述关系中的双重作用提供了不同的见解

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Brand Equity and CRM: The Dual Roles of Corporate Reputation in Chinese Context

This paper explores the relationship between brand equity and customer relationship management by examining the roles of corporate reputation and hypotheses are proposed and tested in the context of an empirical study among customers of financial institutions in China. The empirical findings confirm the validity of the framework and afford various insights into the dual roles of corporate reputation in the proposed relationships

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2006 IEEE International Conference on Service Operations and Logistics, and Informatics

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