2014 Fiscal Year Final Research Report
Applying Consumer Behavior Theories to Customer Relationship Management
| Project/Area Number |
25780267
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Multi-year Fund |
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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) |
2013-04-01 – 2015-03-31
|
| Keywords | 顧客関係管理 / 消費者行動論 |
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| Outline of Final Research Achievements |
The outcomes of my research are expected to result in practical customer and market strategies for various firms. The main contributions are as follows: First, I developed an empirical model of customer behavior based on popular consumer theories that is more robust and applicable than previous models; second, I proposed an analytical framework to support strategic advertising that incorporates individual consumer knowledge; lastly, I developed additional behavioral models based on previous consumer behavior studies.
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| Free Research Field |
マーケティング
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