Customer Relationship Management Based on Social Capital Theory

摘要：

the customer relationship management (CRM) is an important topic which the enterprise has studied in the last few years and the social capital theory has received a great deal of attention from the research in the field of management. The existing researches, however, have not integrated the both. This research studies the customer relationship management based on social capital theory and creatively proposes how to analyze and classify the customers using the social capital theory. The authors propose that we should not only consider the economic benefit brought directly by the customers themselves but also those brought by customer’ social capital indirectly. In addition, a new thought of establishing the customer relations network from social capitals point of view is proposed.

关键词： Social capital customer relations management customer social capital customer relations network

作者: Xiaozhen Ouyang Huimim Sun

作者单位: Economics and Management School, Wuhan University Luojia Hill, Wuhan, 430072, China

会议类型: 国际会议

会议名称: The Third International Conference on Operations and Supply Chain Management(第三届运营与供应链管理国际会议)

会议地点: 武汉

会议语种:英文

页码: 712-716

在线出版日期: 2009-07-28（万方平台首次上网日期，不代表论文的发表时间）