Association Study Of The Performance Of Customer Value And Customer Relationship Management

With the accelerated development of economic globalization and informationi- zation, enterprises are facing more and more intensive competitive environment. The market has turned from supplier-oriented to customer-oriented, and customers become the source of a firm to exist and develop. Philip ? Kotler, the father of modern marketing said,"Customers who are seeking to maximize the value". To win the support and trust of customers, and achieve own growth and maturity, enterprises must change the traditional marketing philosophy of self-centered, and adhere to the customer value-oriented. Customer value is the root of customer satisfaction and customer loyalty, and it becomes a powerful tool for enterprises to gain competitive advantage. One main success factor of many enterprises at home and abroad is customer value-oriented. According to the characteristics of target customers, they create more customer value under the premise of integrate their own resources.The core of CRM is creating value for customers. It appears to adapt to the conception of"customer value-oriented", and become the essential management tool of maintain the goal customers and create customer value. Customer value drives for the consuming behavior and the excellent one will evidently enhance customer satisfaction and customer loyalty, and then strengthen the effectiveness of CRM. At the same time, in the course of establishing and keeping the relationship with the particular customer, enterprises have obtained the value income of the relation, and thus realize the virtuous cycle of customer value and relationship value. Therefore, how to integrate the customer value into customer relationship management effectively, and achieve the management concept of"customer-centered", are important issues for the modern enterprises to resolve.This study aim at explore the relationship between customer value and customer relationship management performance. The customer value the Functional Value, Social Value, Emotional Value and Customer Perceived Sacrifices; Customer relationship management performance consist of customer satisfaction, customer loyalty and customer behavior (retention rate, repurchase rate and the cross-purchase rate) and so on. The thesis is on the basis of reviewing the literature extensively, using the method of combining the theoretical research and case study in research. According to the actual situation and development trend of current customer relationship management, taking the customers of retail enterprises in Yangzhou area as the scope of the study to investigate. The purpose is to verify the relationship between customer value and performance of customer relationship management, and find a way out to improve the performance of customer relationship management.By the empirical analysis of this study, we found that the direct or indirect positive relationship exists between customer value and the performance of customer relationship management indeed. The relationship can be summarized as the following four points: (1) Functional value and social value in the customer value has a positive and direct impact for the customer behavior. (2)Customer satisfaction has a positive and direct impact for the customer loyalty. (3)There is a positive direct impact between customer loyalty and customer behavior, and between customer satisfaction and customer behavior has an indirect impact through customer loyalty. (4) Between customer value and customer behavior has indirect effects through customer satisfaction and customer loyalty.