Share of wallet Study- Review and vision _ Factors_0.docVIP

 PAGE \* MERGEFORMAT 21 Share of wallet Study: Review and vision _ Factors Abstract: wallet share as an effective means to improve the performance of relationship marketing has been widely used in the business community, the academic community in the West have also been studied for many years. However, our academic focus on the wallet has only just begun. Comprehensive sort and summarize research findings about the wallet share of Western scholars, not only to build the theoretical foundation for the follow-up study aspects of wallet share, at the same time be able to guide our company’s marketing practices. Firstly, the definition of wallet share and proposed share of wallet formation mechanism and influencing factors, aspects of the role and share of wallet application of research findings to sort out foreign and reviewed on the basis of future research proposed the idea of the purse. Paper Keywords: wallet share, formation mechanism, influencing factors, literature review Received Date: EQUAL (1985-), male, Shandong Yangxin people, Donghua University School of Management graduate students and research directions: Marketing; Contact: Email: cyfx311@126.com Tel: Mailing address: 1882 West Yan’an Road, Shanghai Donghua University, 182 mailboxes, 200051 Share of wallet Study: Review and vision Abstract: wallet share as an effective means to enhance the performance of relationship marketing has been widely used in the business community, the academic community in the West have also been studied for many years. However, our academic focus on the wallet has only just begun. Comprehensive sort and summarize research findings about the wallet share of Western scholars, not only to build the theoretical foundation for the follow-up study aspects of wallet share, at the same time be able to guide our company’s marketing practices. Firstly, the definition of wallet share and proposed share of wallet formation mechanism and influencin