摘要
客户关系管理(CRM)是二十一世纪的主导战略之一。由于CRM的复杂性,目前对CRM有效性评价的研究还很少。考虑到平衡计分卡(BSC)的优点,本文建立了一个基于BSC的CRM有效性评价模型,该模型包含四个视角:客户知识、客户交互、客户价值、客户感知价值。通过对四个视角的作用分析,构造了四个视角的评价矩阵,并通过一个案例研究验证了该模型的可行性和有效性。
Customer Relationship Management （CRM） has become one of the leading business strategies in 21 century. Because of CRM＇s complexity, little research has been conducted in evaluating the effectiveness of CRM. In this paper, we propose a customer-oriented evaluation model for evaluating the effectiveness of CRM based on balanced scorecard. The model involves four perspectives： customer knowledge, customer inactive, customer value and customer perceived value. Then, the metrics of CRM effectiveness are given. At last, we illustrate the model through a case study to validate its feasibility and validity.
出处
《管理工程学报》
CSSCI
2006年第4期46-50,共5页
Journal of Industrial Engineering and Engineering Management
基金
全国教育科学"十五"规划重点课题资助项目(DEBD30271)
