• Search Research Projects
  • Search Researchers
  • How to Use
  1. Back to previous page

Research for Contemporary Customer Orientation: Development of a Scale and Model for Customer Advocacy Orientation

Research Project

Project/Area Number 15K03750
Research Category

Grant-in-Aid for Scientific Research (C)

Allocation TypeMulti-year Fund
Section一般
Research Field Commerce
Research InstitutionNagoya University of Commerce & Business

Principal Investigator

Yamaoka Takashi  名古屋商科大学, 商学部, 教授 (70739408)

Project Period (FY) 2015-04-01 – 2018-03-31
Project Status Completed (Fiscal Year 2017)
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)
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
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.

Report

(4 results)
  • 2017 Annual Research Report   Final Research Report ( PDF )
  • 2016 Research-status Report
  • 2015 Research-status Report
  • Research Products

    (1 results)

All 2017

All Presentation (1 results)

  • [Presentation] 現代版顧客志向の研究:カスタマー・アドボカシー志向尺度の検討2017

    • Author(s)
      山岡隆志
    • Organizer
      組織学会
    • Related Report
      2017 Annual Research Report 2016 Research-status Report

URL: 

Published: 2015-04-16   Modified: 2019-03-29  

Information User Guide FAQ News Terms of Use Attribution of KAKENHI

Powered by NII kakenhi