Title :
Managing Customer Relationship Capability for Superior Customer Asset: An Empirical Study in Business Market by Taking a Disaggregated Approach
Author :
Wang, Yong-Gui ; Feng, Hui ; Xing, Jin-Gang
Author_Institution :
Dept. of Marketing, Nanjing Univ., Nanjing
Abstract :
This paper studies how customer relationship capability may drive the value of customer asset of a firm and explores the role of relationship benefits in the driving process. Then an empirical analysis is conducted to test the framework in the context of a business market by developing a structural equation model.
Keywords :
customer relationship management; marketing; business market; customer relationship capability; superior customer asset; Asset management; Companies; Context modeling; Customer relationship management; Customer satisfaction; Drives; Equations; Manufacturing; Marketing management; Testing;
Conference_Titel :
Wireless Communications, Networking and Mobile Computing, 2007. WiCom 2007. International Conference on
Conference_Location :
Shanghai
Print_ISBN :
978-1-4244-1311-9
DOI :
10.1109/WICOM.2007.837
