付出更少的努力会带来满足感吗?客户关系服务的大型实证研究

IF 2.4 4区 管理学 Q3 BUSINESS International Journal of Market Research Pub Date : 2022-07-19 DOI:10.1177/14707853221113953
Caroline Ardelet, C. Benavent
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引用次数: 2

摘要

近年来,客户努力度评分已成为企业最关注的指标之一。其理念是,消费者在与品牌互动时付出的努力越少,他们就会越满意,他们就越有可能推荐并继续与该品牌互动。在本文中,我们探讨了客户为解决导致他们接触品牌的问题所做的努力与这种互动所产生的满意度之间的实际关系。我们每周进行一次调查,为期两年,涵盖2016年至2017年与96个品牌的314194次互动。结果显示,客户努力强度对满意度有负向影响,但在某些情况下,努力强度会增加满意度,并具有互动渠道和业务部门的互动效应。
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Does making less effort entail satisfaction? A large empirical study on client relationship services
The customer effort score has become one of the indicators most monitored by companies in recent years. The idea is that the less effort customers exert when interacting with a brand, the more satisfied they will be, the more likely they will recommend and continue interacting with the brand. In this article, we explore the actual relationship between the client’s effort to solve the problem that led them to contact the brand and the satisfaction derived from this interaction. We present a weekly survey conducted over 2 years, covering 314 194 interactions with 96 brands from 2016 to 2017. The results show a negative effect of client effort intensity on satisfaction, except in some situations where effort intensity increases satisfaction, with an interaction effect of the interaction channel, and the business sector.
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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