顾客互动前沿研究——内涵、维度、测量与理论演进脉络述评

被引：14

作者：

张欣 ^{[1
]}

杨志勇 ^{[2
]}

王永贵 ^{[3
]}

机构：

[1] 对外经济贸易大学图书馆

[2] 河北经贸大学工商管理学院

[3] 对外经济贸易大学中国企业“走出去”协同创新中心国际商学院

来源：

国际商务(对外经济贸易大学学报) | 2014年 / 04期

关键词：

互动; 互动营销; 媒介互动;

D O I：

10.13509/j.cnki.ib.2014.04.009

中图分类号：

F274 [企业供销管理];

学科分类号：

1201 ;

摘要：

近年来,随着网络技术升级和"新媒体"在企业实践中的广泛应用,有关供应商与顾客互动的研究得到了前所未有的关注。本文首先基于市场营销、电子商务和整合营销沟通等领域的相关理论,对近三十年来供应商与顾客互动的相关文献进行梳理,并重点围绕顾客与供应商互动的内涵、维度和测量等关键问题进行述评;然后,又基于关系营销及服务主导逻辑两条主线,对供应商与顾客互动的理论发展和演进脉络进行归纳与分析,以期对企业的相关实践提供指引,为未来的相关研究奠定基础。

引用

页码：86 / 94

页数：9

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