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Customer Relationship Management based B2B customer loyalty liquor business

Author: WangKai
Tutor: LiuZhuoLin
School: Nanjing University of Technology and Engineering
Course: Business management
Keywords: Customer Relationship Management Customer Loyalty Service Quality Relationship Quality Wine Industry Enterprises Business to Business
CLC: F426.82;F724.6
Type: Master's thesis
Year: 2010
Downloads: 284
Quote: 0
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Abstract


With the development of information technology, productivity leaps again, species of commodities become rich, customers have more choices. Customers as enterprises’ major resource to maintain normal production and operation, in order to increase the number of loyal customers, the enterprise must fully grasp customer information and understand the customer’s individual requirements. Enterprises have committed to working with customers to establish intimate interaction relationship, the emergence of Customer Relationship Management is bringing to enterprises with a powerful competitive advantage, the core will be to achieve customer loyalty.Wine production industry has spread thousands of years, with innovation of idea and progress of technology, the methods and concepts of CRM are constantly developing in wine industry enterprises. In the current, the competitive wine industry with significant regional and marketing channel occupies an important position in this area, and the implementation of CRM to B2B customers is of vital importance to promote enterprise development. How to get clients, retain customers and acquire customer loyalty, nowadays there are important problems with which wine industry enterprises have concerned.This research is based on customer loyalty on CRM, as wine industry enterprises to object of study in B2B environment. First of all, it conducts literature review & proposal about theory of customer relationship management and customer loyalty, the paper has given research priorities to the customer loyalty’s two factors which are service quality and relationship quality in process of customer relationship management. Based on these, it analyze the driving mechanism in customer loyalty, the paper raises driven model of customer loyalty and research hypotheses on B2B CRM in wine industry enterprises. Then the research uses questionnaires and SPSS statistical software to deal with scientific data. The analyses results have validated the model and hypotheses, it can make wine industry enterprises to establish a correct understanding for B2B CRM and provide a reference value for application. Finally, according to the conclusions of study, it points out the limitations of existing research and the vision for the future.

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CLC: > Economic > Trade and Economic > China's domestic trade and economic > Circulation of commodities > E-commerce,online trading
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