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《Journal of Beijing Technology and Business University》 2004-03
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Relationship Value Appeal and Enhancement of Customer Relationship

Cai Shuangli (International Business School, Nankai University, Tianjin 300071)  
Product and service have feature appeal, experience appeal and value appeal, each of which plays various roles in the customers feeling, experience and the degree of influence on value as well as the establishment, maintenance and enhancement of customer relationship. According to this paper, feature appeal is the key factor at the initial stage to attract new customers and establish customer relationship. Experience appeal is the key factor at the stage of maintenance to keep and test customer relationship. Value appeal is the key factor at the stage of enhancement to establish long-term customer relationship and heighten the loyalty of customer.
【Fund】: 国家自然科学基金(NSFC)青年项目:基于顾客权益的价值导向型客户关系的动态管理研究(70202002)的阶段性成果。
【CateGory Index】: F274
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