4顾客关系质量CRQ.pptVIP

《CRM》 Business School of Sichuan University 目 录 《CRM》 Business School of Sichuan University 《CRM》 Business School of Sichuan University 《CRM》 Business School of Sichuan University Customer Relationship Quality Teacher：Li Shan E-mail：lishan@scu.edu.cn Mob：139-8171-8889 ACSI model Customer Relationship Quality 一、Sense of trust 二、Attribution 三、Customer Relationship Quality Customer Relationship Quality 一、 sense of trust 1、conception —— 人们对信任对象可信性和善意的看法。 It’s decided by 3 factors Goodwill 善意 Integrity 诚信 Capacity 能力 The formation of customer trust: five processes Computational process 计算过程 Prediction process 预计过程 Capacity deterministic process 能力判断过程 Intention analysis procedure 意图分析过程 transfer process 转移过程 Customer Relationship Quality 一、 sense of trust 2、Influencing factors Factors influencing sense of trust to enterprise enterprise reputation, enterprise scale 企业满足顾客特殊要求的意愿、与顾客分享机密信息、与顾客合作时间长短 Factors influencing sense of trust to service person professional skill专业技能、权利； 友善程度、类似程度、交往频率、与顾客合作的时间 sense of trust to enterprise sense of trust to service person Customer Relationship Quality 一、 sense of trust 3、Relationship between sense of trust satisfaction sense of satisfaction： sense of trust ：影响顾客在企业所有消费经历的总体满意度。 顾客对某次消费经历的满意感 顾客对自已以往所有消费经历的总体满意感 Customer Relationship Quality 二、Sense of attribution 1、conception —— 指顾客与企业保持长期关系的意愿。 Maintain long-term relationship attribute of behavior ：一方与另一方保持某种关系 attribute of intention ：一方希望与另一方建立长期稳定的关系 Customer Relationship Quality 二、 Sense of attribution 2、Categories of attribution Attribution is a multi-dimensional concept. Staff 员工归属感： Customer 顾客归属感：真正希望与企业保持这种关系。——情感性归属感 emotionality attribution 没有其他选择不得不保持这种关系。——持续性归属感continuity attribution 顾客归属感有道义性吗？ Customer Relationship Quality 二、 Sense of attribution 3、The importan