Linking Customer Management Effort to Customer Profitability in Business Markets

DOUGLAS BOWMAN; DAS NARAYANDAS

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Linking Customer Management Effort to Customer Profitability in Business Markets

机译：将客户管理工作与企业市场中的客户获利能力联系起来

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Chain-link frameworks such as the service-profit chain (SPC) are much discussed as a means to link customer profits to operational resources under the influence of vendor managers, though empirical testing to date has been limited primarily to consumer services settings. In this article, the authors adapt the SPC framework to accommodate characteristics of business markets, specifically the complex decision-making unit, strategic supplier selection, and resource allocation at the individual customer level. They also extend the SPC framework to allow for a richer description of the complex linkages between vendor effort and account profitability, namely, nonlinear linkages and differential responsiveness occasioned by customer-specific factors such as competitive context. Controlling for such factors illuminates, to some degree, why similar levels of customer management effort and/or performance can yield quite different customer profitability outcomes. The authors present an application that demonstrates how adaptation and extension of the SPC to business markets can provide vendors with (1) insights into the process that culminates in individual customer profitability and (2) useful guidelines for adapting their customer management efforts at the individual account level with an aim to improve account profitability. The results show the importance of accounting for decreasing returns to customer management effort at a given account, and they reinforce the notion of customer delight.

机译：尽管迄今为止的实证测试主要限于消费者服务设置，但已广泛讨论了诸如服务利润链（SPC）之类的链链接框架，作为在供应商经理的影响下将客户利润与运营资源联系起来的方法。在本文中，作者调整了SPC框架以适应商业市场的特征，特别是复杂的决策部门，战略性供应商选择和单个客户级别的资源分配。它们还扩展了SPC框架，以便更详细地描述供应商工作量与客户获利能力之间的复杂联系，即非线性联系和因客户特定因素（例如竞争环境）而引起的差异响应。对这些因素的控制在某种程度上说明了为什么类似水平的客户管理工作和/或绩效可以产生完全不同的客户获利能力结果。作者提出了一个应用程序，该应用程序演示了SPC的适应和扩展如何能够为供应商提供（1）对最终导致个人客户获利能力达到顶峰的过程的见解，以及（2）在个人账户上适应其客户管理工作的有用指南水平以提高帐户获利能力。结果表明，考虑减少给定帐户对客户管理工作的回报的重要性，并且它们强化了客户满意度的概念。

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来源
《Journal of marketing research》 |2004年第4期|p.433-447|共15页
作者
DOUGLAS BOWMAN; DAS NARAYANDAS;
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Goizueta Business School, Emory University;

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正文语种 eng
中图分类 f;
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Linking Customer Management Effort to Customer Profitability in Business Markets

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