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The Research of Customer Relationship Management in Auto Dealer

Author: FanTao
Tutor: ZuoXiaoDe
School: Jinan University
Course: Business management
Keywords: Car dealership enterprise Customer Relationship Management Customer life cycle Client assets Customer Loyalty
CLC: F274
Type: Master's thesis
Year: 2006
Downloads: 498
Quote: 1
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Abstract


In recent years , as market competition intensifies , there is growing a profound understanding of customer relationship management is the key to business success , it is a source of competitive advantage . In a perfectly competitive market , customer resource has been more and more enterprises are regarded as assets of the enterprise , and asset management , CRM software as a computer-aided management tool has been widely used in the enterprise . The research background in the automotive industry , two main research questions : First, explore the life cycle model and customer assets in the car dealership business customers calculation method ; explore Customer Loyalty driving mechanism , modeling , and by a car the brand customer survey , this model was validated . The customer life cycle , the paper proposes a five - stage theory , analysis of the characteristics of the the five customer life cycle model , and the automotive industry customer life cycle ; based on previous studies of client assets , further design the formula car dealership enterprise client assets . Driving mechanism research in customer loyalty , the departure from the characteristics of the automotive industry , establish customer loyalty drive mechanism model , empirical way to prove the quality of service on customer loyalty has a significant effect , and customer satisfaction of the impact of the uncertainty of customer loyalty . In the empirical work , sample sales of the car from a car company in May 2005 , using telephone interviews to collect data . In the last part of the article , according to some of the conclusions in the car dealership business characteristics and in this article , the design of a a strong practical CRM system model .

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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