The Empirical Research of Factors Influencing Share of Wallet in the B2B Market
Share of wallet is a key factor in Customer relationship management system (CRM) which is an important application of E-business. Research has found that share of wallet is an important indicator to measure customer loyalty and customer potential value. On the basis of the existent marketing literatures, this study analyzes the variables influencing share of wallet according the traits of the B2B market. This paper brings forward interrelated hypotheses and conceptual model，then test the hypotheses with enterprises survey in the B2B market. Finally we use path analysis to find the principal factors influencing share of wallet and the relationships in them. The results of this research provide theoretical foundation to upgrade CRM management level of the B2B enterprises, and there is a certain reference value to predict share of wallet in customer lifetime value’s (CLV) measurement.
share of wallet CRM customer satisfaction customer loyalty CLV
Cheng Cao Aiwu Cheng
The Management Department, Xi’an Polytechnic University, Xi’an, 710048, China
国际会议
The Ninth Wuhan International Conference on E-Business(第九届武汉电子商务国际会议)
武汉
英文
2403-2409
2010-05-29（万方平台首次上网日期，不代表论文的发表时间）