摘要
作为M SI两次提及的优先研究领域,顾客契合成为当前国际营销科学领域的热点问题之一。研究基于知识图谱理论,利用Citespace软件对Web of Science核心合集上1076篇顾客契合相关文献进行文献计量分析,绘制顾客契合研究文献的共被引知识图谱和共词聚类知识图谱,以探索顾客契合的研究热点和研究趋势。研究发现:顾客契合当前研究热点包括问卷测量开发、顾客契合实证研究和顾客契合在价值创造中的作用;顾客契合的研究趋势包括大数据环境下的顾客契合测量、顾客契合价值的识别与挖掘、在线互动环境中的“游戏化”元素设计研究三个方面。
As one of the priority research fields mentioned twice by MSI, customer engagement reflects non-transactional behaviors between customers, or customers and enterprises in online community, which portrays both the customer-customer interactions and customer-enterprise interactions between customers, or customers and enterprises in the era of mobile Internet. During the process of continuous interactions, engaged customers, compared with non-engaged customers, are more willing to share their product experience, spread positive word-of-mouth of offerings, feedback to enterprises and participate activities. All of these customer engagement behaviors would be favorable for enterprises to expand their marketing share and acquire heterogeneous knowledge, which would help enterprises to capture total customer engagement value and enhance their competitive advantage. However, customer engagement is still in its initial stage of research. At present, scholars’ understanding of customer engagement is still insufficient, and the concept connotation and standard of customer engagement measurement are not unified, which limits the further research on customer engagement for scholars in Chinese mainland. Therefore, it is necessary to sort out the research status of customer engagement, find out the research hotspot and research development trend.Based on theory of knowledge mapping, this paper conducts a bibliometric analysis of 1076 articles related to customer engagement in Web of Science core collection. The concept of customer engagement was introduced into the marketing discipline in 2006, the number of literature on customer engagement has increased yearly, and it has maintained a high number since 2014, which indicates that customer engagement is a frontier topic. The result of regional distribution of researchers indicates that customer engagement first emerged in American and their research findings had a significantly ahead of scholars from other regions in terms of number and impact. Customer engagement research in
作者
宁连举
孙中原
刘茜
Ning Lianju;Sun Zhongyuan;Liu Qian(School of Economics and Management,Beijing University of Posts and Telecom m unications,Beijng 100876,China;School of Economics and Management,Henan Institute of Science and Technology,Xinxiang 453003,Henan,China)
出处
《科研管理》
CSSCI
CSCD
北大核心
2019年第12期213-224,共12页
Science Research Management
基金
国家自然科学基金项目:“虚拟社区团购消费者行为决策及其群体福利最优研究”(基金编号:71271032,起止时间:2012.01-2016.12,后续研究:2017.01-2018.12)
北京市自然科学基金项目:“平台型企业的顾客契合激励机制及‘共创型’管理模式研究”(基金编号:9182012,起止时间:2018.01-2020.12)
关键词
顾客契合
价值创造
游戏化
知识图谱
customer engagement
value creation
gamification
knowledge mapping
