Research for Contemporary Customer Orientation: Development of a Scale and Model for Customer Advocacy Orientation
| Project/Area Number |
15K03750
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Multi-year Fund |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | Nagoya University of Commerce & Business |
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Principal Investigator |
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| Project Period (FY) |
2015-04-01 – 2018-03-31
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| Project Status |
Completed (Fiscal Year 2017)
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| Budget Amount *help |
¥4,550,000 (Direct Cost: ¥3,500,000、Indirect Cost: ¥1,050,000)
Fiscal Year 2017: ¥260,000 (Direct Cost: ¥200,000、Indirect Cost: ¥60,000)
Fiscal Year 2016: ¥2,470,000 (Direct Cost: ¥1,900,000、Indirect Cost: ¥570,000)
Fiscal Year 2015: ¥1,820,000 (Direct Cost: ¥1,400,000、Indirect Cost: ¥420,000)
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| Keywords | カスタマー・アドボカシー / 顧客志向 / リレーションシップ・マーケティング / マーケティング戦略 / 顧客マネジメント / カスタマーアドボカシー / 顧客エンゲージメント / サービスマーケティング / 顧客ロイヤルティ / アドボカシー |
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| Outline of Final Research Achievements |
With the spread of social media and smartphones in recent years, customer power has been increasing more and more, and the necessity for customer orientation that matches the times is increasing. While companies have conducted marketing activities according to the spirit of authentic customer orientation, scales and models for customer orientation developed in 1990s are out of place in the modern environment. This research has developed a scale and model for customer advocacy orientation to create a lot of customers who are extremely loyal customers.
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Report
(4 results)
Research Products
(1 results)
