Acta Metallurgica Sinica(English letters)

• 管理科学 • 上一篇    下一篇



  1. 北京邮电大学 经济管理学院
  • 收稿日期:2008-07-23 修回日期:1900-01-01 出版日期:2008-10-31


YANG Xue-cheng ZHANG Xiao-hang SHI Wen-hua   

  1. School of Economics and Management, BUPT
  • Received:2008-07-23 Revised:1900-01-01 Online:2008-10-31

摘要: 预测客户行为是客户关系管理的中心命题。采用客户的人口特征信息、消费数据等指标来预测客户行为,忽视了客户之间的互动,尤其是客户的关系属性。本文研究关系属性对移动集团客户沟通行为的影响。为突破以往研究的局限性,将集团客户看作是相互连接的社会网络,客户在这个社会网络中通过语音通话、短信、彩信等方式进行互动和沟通。研究结果显示,关系属性是客户沟通行为的重要预测变量,但在不同的沟通水平上存在着一些差异。结论对移动运营商的营销实践具有重要的借鉴意义。

关键词: 关系属性, 社会网络分析, 客户关系管理, 集团客户

Abstract: Predicting customers’ behavior is a major analytical task in customer relationship management (CRM). While the CRM analysts takes a large number of customer attributes such as demography information, consumption characteristics into account, the customers’ interaction with each other, and in particular relational attributes have been ignored, although it is well known that customers are consciously or unconsciously connected to each other. This paper focuses on the impact of relational attributes on mobile phone users’ communication behavior. Instead of viewing a market as a set of independent entities, we view it as a social network in which the customer interact with each other via mobile communication applications such as voice calling, SMS, MMS, blue-tooth, etc. The results showed that relational attributes are powerful predictors of customers’ voice calling, but there exists differences between relatively higher calling level and lower calling level. The authors conclude by discussing marketing implications for the mobile telecommunications industry.

Key words: relationalattributes, socialnetworkanalysis, customerrelationshipmanagement, enterprisecustomerrelationalattributes, socialnetworkanalysis, customerrelationshipmanagement, enterprisecustomer