Research on Spreading Effectiveness of Complex Customer Network
Before a customer make a purchase decision, the information of the product or service is needed, which could come from the advertisement or marketing directly from the company. Besides, there is a more truthful way to get those information, from the other customs, who have little interest relations with the company. Through commercial or other kinds of way, customers influence each other, which can be abstracted into a network. The value of a customer is not only the spending of itself, also the value in the customer network which is discussed by spreading effectiveness in the framework of complex network. In this paper, two different spreading mechanisms are given to describe network value. Based on the analysis between customer loyalty and performance in the network, some suggestions on how to improve customer network value are given.
complexcustomernetwork spreading effectiveness customer loyalty
Li Dong-jun Yang Yan-yang Yan li
College of Transportation Management Dalian Maritime University Dalian, China
国际会议
成都
英文
486-489
2010-07-09（万方平台首次上网日期，不代表论文的发表时间）