2012 Fiscal Year Final Research Report
Analyzing advanced cases of customer relationship management and reconstructing the related theories
| Project/Area Number |
23830047
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| Research Category |
Grant-in-Aid for Research Activity Start-up
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| Allocation Type | Single-year Grants |
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| Research Field |
Commerce
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| Research Institution | Nagasaki University |
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Principal Investigator |
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| Project Period (FY) |
2011 – 2012
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| Keywords | 顧客関係管理 / 消費者行動論 |
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| Research Abstract |
In this study, we conduct the following two research projects that provide important implications for the customer strategies offirms. First, we develop a quantitative model for customer relationship management that incorporates the irrationalities and limitations of consumer knowledge. The proposed model is theoretically more valid than previous “relational” models. Second, we examine the factors affecting the alliances in loyalty program exchanges. As a result, we find that a firm’s position on the exchange network affects its alliance creation behavior.
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Research Products
(8 results)
