ABSTRACT

A successful CRM strategy sometime requires the firm to unilaterally restructure parts of the exchange relationship with existing customers. This reallocation of marketing resources benefits many customers, although less profitable customer segments are likely to be adversely impacted by such policies. In this study we shed light on the marketing relationship factors that shape how consumers respond to CRM activities involving negative policy changes. The theoretical model tested showed that the level of switching costs and situational self-efficacy modify the behavioral response (acceptance, resistance, and defection) consumers have to negative policy changes.

摘要

成功的 CRM 战略有时需要公司单方面重构与现有客户的部分交换关系。这种营销资源的重新分配使许多客户受益，尽管利润较低的客户群可能会受到此类政策的不利影响。在这项研究中，我们阐明了影响消费者对涉及负面政策变化的 CRM 活动的反应的营销关系因素。测试的理论模型表明，转换成本的水平和情境自我效能感会改变消费者对消极政策变化的行为反应（接受、抵抗和背叛）。