CAJ | 학술논문

在当今以顾客为中心的超强竞争时代, 顾客的角色已经发生了重大转变,从被动的交易者转化为企业的合作者、共同生产者、价值的共同创造者和知识与能力的共同开发者,有效的顾客关系管理正成为企业竞争制胜的关键所在.与此相应,作为顾客资产的关键驱动因素之一,品牌资产倍受青睐并成为企业有效吸引和挽留顾客的战略武器.然而,目前有关品牌资产对顾客关系管理绩效的影响机制和影响程度的知识,以及品牌资产的关键驱动因素的知识甚少.为弥补上述不足,对品牌资产的关键驱动因素及其对顾客关系管理绩效的影响进行了深入而系统的理论剖析和实证研究.通过构建基于偏最小二乘法的结构方程模型发现,除品牌感知质量以外,品牌忠诚、品牌联想、品牌认知、品牌满意对品牌资产的差异性驱动作用都具有统计显著性,并进而对顾客关系管理绩效产生显著的积极影响.
재당금이고객위중심적초강경쟁시대, 고객적각색이경발생료중대전변,종피동적교역자전화위기업적합작자、공동생산자、개치적공동창조자화지식여능력적공동개발자,유효적고객관계관리정성위기업경쟁제성적관건소재.여차상응,작위고객자산적관건구동인소지일,품패자산배수청래병성위기업유효흡인화만류고객적전략무기.연이,목전유관품패자산대고객관계관리적효적영향궤제화영향정도적지식,이급품패자산적관건구동인소적지식심소.위미보상술불족,대품패자산적관건구동인소급기대고객관계관리적효적영향진행료심입이계통적이론부석화실증연구.통과구건기우편최소이승법적결구방정모형발현,제품패감지질량이외,품패충성、품패련상、품패인지、품패만의대품패자산적차이성구동작용도구유통계현저성,병진이대고객관계관리적효산생현저적적겁영향.
In the customer--centered era, brand equity becomes one of the most important drivers of customer relationship that turns out to be a strategic weapon to attract and retain customers. The relationship between on how to effectively brand equi strengthen th and management performance of customer was s e brand equity conceptually and empirically by ta tudied and the way ki a disaggregated approach was discussed. It was found that brand loyalty, brand association and brand awareness, and brand satisfaction exerted differentiated effect on brand equity and the latter had a significant positive influence on the performance of customer relationship management on the basis of the structural equation model. The result showed that the perceived quality had no significant effect on the brand equity.