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

2017 Fiscal Year Final Research Report

• Project/Area Number: 15K03750
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Commerce
• Research Institution: Nagoya 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
• 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

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.

Free Research Field

マーケティング戦略